January is a time for renewal and resolutions. In the alcohol world, it gets a bit tricky because we can’t say things that imply they are healthy, but rather “healthy-ish”. We can’t say “no alcohol” or have messaging that implies over consumption. I decided to take a less serious approach this year, leaning into humor and full of puns; I presented sketches to leadership for buy in and was off to the races. Working with our copywriter to finesse my thoughts and a photographer to bring the vision to life—it was a hit!
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