Many of us use the holidays as an excuse to indulge a little too much before settling back into our regular routines and daily lives. This makes space for increasingly popular initiatives such as Dry January, as people use the New year to better themselves and their wellbeing.
According to charity Alcohol Change UK, who first founded the Dry January movement in 2013, almost 9 million Brits will take part in the initiative this year. Naturally, companies are also embracing the trend, offering encouragement and support to those who decide to abstain from alcohol for a few weeks. Let’s have a look at some of the best Dry January marketing campaigns of this year.
Hendrick’s Gym Campaign
To kick off the month, Hendrick’s Gin rebranded as ‘Hendrick’s Gym’ to motivate Dry January participants. For their New Year rebranding, the alcohol brand released a series of mixology-themed fitness classes and even brought out Hendrick’s themed sporty merchandise on their website. The fitness classes consist of exercises such as ‘weighted cocktail shaking‘, so customers can become cocktail making connoisseurs as they take a break from drinking.
BrewDog’s Alcohol Free Bar
BrewDog similarly jumped on the marketing trend. Following on from their innovative No & Low range of beers, the brand has launched the first ever ‘Alcohol Free Beer Bar’ in East London, just in time for Dry January. The bar’s taps dispense a range of their No & Low beers as well as other alcohol free options from guest breweries.
Bulldogs’ ‘Don’t go dry this Jan’ campaign
It’s not only alcohol brands which have jumped on the Dry January bandwagon. The men’s skincare brand, Bulldog, has launched a clever ad campaign across the country to encourage consumers to keep up their moisturising routines in the dryer months.
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