Heineken Dry January 31-Pack
How does a beer brand celebrate Dry January? With beer, of course.
Introducing the Heineken 0.0 January Dry Pack. This limited edition, alcohol-free 31-pack was created for anyone vowing to participate in Dry January—a trend that means ditching alcohol for the first month of the year. With a design reminiscent of an advent calendar, Heineken had sober-curious consumers covered each and every day of January.
To amplify the release of the 31-packs, we worked with 16 paid influencer partners who participated in Dry January and shared their experience with their followers on their Instagram channels, while encouraging them to grab their own Dry Pack. With a strong focus on video-based content such as Reels and even a live Twitch stream, we saw major engagement including 2,007 post saves and 2,298 swipe ups to the Dry January landing page.
