January is synonymous with reset and resolution—but in the alcohol space, messaging requires nuance. Without the ability to lean into “health” claims or abstinence language, this campaign reframed the conversation around moderation in a way that felt approachable and engaging.
I concepted a lighthearted, pun-driven campaign that brought humor into a traditionally serious category. After securing leadership buy-in through early sketches, I partnered closely with copywriting and photography to bring the vision to life across print, digital, and social channels.
The campaign resonated strongly with customers and stakeholders alike, leading to its return in 2023, 2024, and 2025.
