“I’ve absolutely loved working with the Flintlock team on this project – it’s been such an eye-opener in the best way. I genuinely feel like I’m experiencing it the way our clients do, and that’s given me a whole new perspective.”
Strategy
Getting everything together with Do’Mo
The Brief
“I love the drinks industry, but in recent years it’s been facing some real turbulence and troubles,” says Philip Gladman, Flintlock co-founder, former CMO of William Grants, and now founder of the innovative non-alcoholic drinks start-up Do’Mo (Don’t Miss Out). “We need to fundamentally rethink how the industry satisfies consumers’ needs. As marketeers, we have a vital role in driving innovation, and this project was born when I identified a gap in the market that I felt wasn’t being filled very well.”
The gap? Seeing how many non-drinkers struggle to fully enjoy, and feel part of, nights out and social occasions where alcohol is the default.
The demand for innovation and fresh thinking is undeniable. 55% of Americans are actively trying to reduce their alcohol consumption, but only 22% are succeeding. “It’s all about balance,” says Philip. “Consumers told us that whilst the variety and taste of Non-Alcs has really improved, many really miss the effect of alcohol, the confidence boost, the relaxation and most of all the feeling of togetherness.”
Philip understands this firsthand. As a globe-trotting executive, he spent years meeting and socialising over customary drinks. When he started a mid week ‘three-nights-off’ routine to keep on top form for his active lifestyle, he faced challenges.“I had to explain myself constantly. And, as an introvert, I missed the relaxation and confidence boost a ‘drink’ would usually give me when out and about on those non-drinking days,” he recalls.
“Creating this drink has been a massive challenge, like trying to find the holy grail,” Philip admits. So, alongside calling on the insight and marketing expertise of the Flintlock team, he’s teamed up with renowned nutritionist and alchemist, Susie Perry who shares his vision: “After going through early menopause, I found it harder to enjoy drinking on big nights out. So when Philip mentioned this project, I was immediately on board. I want to help create something new that genuinely bridges the gap’.
And it’s working. The product has recently been recognised as After magazine’s ‘Favourite Functional Drink of the Year.’
That’s been achieved by leveraging their expertise, industry experience and a dedicated 1.5 years perfecting the functional blend.
But, it wasn’t without its challenges. Throughout their research, many of the contacts and consumers they encountered were sceptical about whether it could actually be done. They repeatedly heard phrases like, “It’s too good to be true” and “I’ll believe it when I see it.” Aware that they had only one chance to impress, they made efficacy their top priority.
“The drink had to work within 20 minutes, and help create feelings of happiness, confidence, relaxation, and most importantly, togetherness.” Susie explains.
Their ‘eureka’ moment arrived on an unexpected weekend when they had both added the latest formula to their sparkling water (which, to be honest, tasted awful!)“I went to a party, and Susie was out dancing” says Philip. “On the way home, I texted her: ’Oh my god, I feel fantastic, this one is amazing!’ She replied: “I know, I’m still dancing!”
The art of science
With the formula perfected, the next challenge was creating a product that consumers would love. They agreed the best format to deliver the science to consumers would be ‘ready-to-drink’ cocktails. “It would offer convenience and accessibility, but we knew taste was critical,” Susie says. “We wanted to create a product with sophisticated, grown-up flavours.”
After another nine months of development and working to hide the 17 functional ingredients, they achieved their goal: three layered, complex flavour profiles that could deliver a new and genuinely positive drinking experience. “It wasn’t easy, but we’re incredibly proud of the results,” she adds.
A great choice
In order to establish the name, positioning and identity for the brand, Philip led an intensive process, collaborating closely with the Flintlock team and their research partner to gain the insight needed. Through focus groups and iterative testing, they were able to identify the key emotional drivers behind people’s choices.
“We got some phenomenal feedback,” says Philip. “The process allowed us to get the brand tighter and tighter. At the end we knew exactly what it needed to stand for: positioning, tone and character.”
One insight stood out: being the ‘non-drinker’ on a night out feels isolating. “There’s a huge emotional need for connectivity,’ Philip explains. “People drink for ‘togetherness’, but, it’s much harder to feel part of the collective mood if you’re not drinking- without alcohol they feel disconnected, leave early or skip social events altogether.”
“This is a new option,” says Susie. “It’s a chance to go with the flow, to be part of a fun night out while still feeling fresh to do what you want the next day: gym, dealing with the kids, a work presentation—there’s no need to miss out,” she adds.
This idea of inclusivity and not ‘missing out’ is what informed the team, and inspired the brand name, DO’MO— a playful twist on FOMO. The name also expands to a fuller expression of “Don’t Miss Out (on a great night out).”
“We’re entering a new category and we needed to be clear about the positive outcome our drinks offer,” says Philip. “As we’ve taken the brand to market, people have loved the name as a discovery point. They’ll say: ‘Ah! That’s so clever!’ It’s really fun that it’s layered like that.”
And the strategy is to emphasise fun and positivity. It’s a key differentiator, helping to stand the brand apart from its competitors, where they are predominantly focussing on the health benefits of their non-alcoholic drinks.
Two memorable campaign slogans were also developed: ‘Fun Nights, Good Mornings’ and “All the Buzz, None of the Fuzz” to reinforce the benefits . And the design team created a bold and upbeat visual identity plus packaging suite built from, and expressing the core positioning idea of ‘togetherness’.
”Two things really stood out for me. Customer closeness: They don’t just listen; they pay the closest attention and really get under the skin of things. That clarity gave me confidence in the strategic decisions I was making - challenges felt clearer, my opportunities sharper, and my direction more solid. And then, their brilliant delivery. At every step, there’s not been a single area where we don’t have someone amazing to bring the vision to life. It’s been a truly inspiring experience all round!
Out and About
Do’Mo has officially launched in the U.S., already available New York and and online across America. Philip and Susie know the road ahead won’t be without challenges and a huge market for a start-up to breakthrough in. But, they’re confident the groundwork is solid. The product is proven, and the brand genuinely resonates.
So, even when those start-up challenges feel daunting, they feel equipped and able to stay focussed on the positive impact the product and brand is making.
“One day in New York, I was feeling pretty deflated, sitting in a warehouse cleaning cans with wet wipes after they’d arrived on a collapsed pallet, damaged by a careless courier,” Philip recalls. “To top it off, a key bar owner had emailed me earlier the day, saying she was swamped with samples and wouldn’t be able to respond for months.”
“Then, later that same day, just as I was wrapping up the inspection of the last of those cans, I got another email from her. Her barman had tried a sample and insisted she try it too.” She wrote: “Oh My God, these are amazing ! Can I order nine cases please? It was such a welcome reminder of why we’d set out to do this, and it felt really rewarding to know we’re truly satisfying that need. For us, this isn’t just about creating a product – it’s about bringing people together, where everyone can feel part of it. And that’s well worth the effort.”
Well, cheers to that!
