Brands jump on Dry January campaign
By Abimbola Mohammed
As the holiday season comes to a close, many consumers are embracing a new trend: Dry January, a month-long commitment to abstain from alcohol. But this year, some brands are getting ahead of the game by launching their own Dry December campaigns. Heineken, Walker Crisps, and other major brands are joining consumers on their journey, offering support, incentives, and alternative products to help them stay on track.
So, why are brands jumping on the Dry January trend? Research shows that the movement has gained significant traction in recent years, with over 4 million people in the UK alone participating in 2022. This shift in consumer behaviour presents a unique opportunity for brands to connect with their audience, demonstrate their commitment to wellness, and drive sales through alternative products.
According to a survey by YouGov, 62% of Dry January participants cite health and wellness as their primary motivation, while 42% aim to save money. Brands are responding by launching low- and no-alcohol product lines, partnering with wellness influencers, and creating engaging content to support consumers on their journey.
Here are some brands that launched #dryjanuary campaign, ranging from alcohol and snack brands.
Walkers Crisps jumped on the Dry January trend, with its ‘Better For You’ range becoming the official partner of the 2025 challenge.
The partnership is backed by a tongue-in-cheek campaign celebrating the fact all Walkers’ snacks are 0.0% alcohol. The brands making up the Better for You range include Walkers Baked, SunBites, Pop Works and Snack A Jacks.
The campaign creative mimics many of the tropes consumers have become accustomed to in ads promoting alcohol-free beer. The lead campaign video features actor Danny Dyer, perhaps best known for his role as The Queen Vic landlord Mick Carter in Eastenders. The ad sees Dyer return as a landlord serving pubgoers pints of crisps – rather than beer.
Heineken is shaking up the non-alcoholic beer market with its bold new campaign, “No Excuses Needed.” The campaign directly challenges the prevailing stereotypes surrounding 0.0% beer, moving away from the traditional focus on health or designated drivers.
Fortune Platform reported that the brand therefore, emphasizes that enjoying a 0.0% beer is a personal choice, free from judgment. Whether it’s a conscious decision for health reasons, a preference for moderation, or simply a desire to savor the taste without the alcohol, the campaign champions individual freedom.
Alcohol Change UK launches ‘Boss It’ campaign for the Dry January challenge
Humorous campaign from 23red encourages people to reset their relationship with alcohol in January and beyond
23red launched a new marketing campaign for Alcohol Change UK encouraging individuals to BOSS the Dry January challenge with the Try Dry app and embrace a month without alcohol.
Developed by creative agency 23red, the bold campaign features a humorous cast of characters, the creative approach not only highlights the benefits of an alcohol-free month but also injects humour, honesty and relatability into the experience.
Alcohol Retailer (Kind Of) Supports Dry January In New Campaign
ABC Fine Wine and Spirits is launching a campaign that embraces Dry January while simultaneously sharing its extensive selection of wines, spirits, premixed cocktails and beers found within 127 stores across the state.
In the campaign’s anchor spot, from Los Angeles ad agency Bacon & Eggs, the alcohol retailer cheekily announces its enthusiastic support for Dry January, then proceeds to describe its tantalizing array of velvety cabernets, perfectly frosted IPAs, and smooth whiskeys, while insisting that viewers “definitely shouldn’t” indulge in these libations during the month.
According to Kia Zomorrodi, founder and Chief Creative Officer of Bacon & Eggs, he said “most alcohol retailers either push non-alcoholic alternatives or go quiet during Dry January . We wanted to flip the script and create something that would resonate with both those participating in Dry January and those who aren’t. The campaign’s reverse psychology approach lets ABC own the conversation while showcasing its impressive selection in an entertaining way.”
As the Dry December campaigns gain momentum, it’s clear that brands are eager to tap into the growing demand for healthier, more mindful drinking habits.
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