Lighter Living-January 2022/23 Campaign

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 ideas and a photographer to bring the vision to life—it was a hit and was brought back for 2023!

Print, digital and social elements

January 2022 Campaign