According to a new study by Foray, one-third of Canadian adults plan to participate in Dry January this year, the social phenomenon where individuals refrain from drinking. However, respondents cite not having alcohol to help relax as potential deterrents from staying alcohol-free -- cue cannabis.
"The survey seems to reveal that the rise of Dry January and the recent legalization of cannabis derivative products have combined to present opportunities to educate Canadians about cannabis consumption and how it can be done in an enjoyable and responsible way," said Eric Goulet, Brand Director, Foray. The brand is hoping to highlight the benefits of replacing alcohol with cannabis, including having fewer hangovers and an overall improved state. Additional, the survey found that 60% of weekly alcohol consumers say having non-alcoholic alternatives would make participating in Dry January "easier," 25% of alcohol consumers intending to participate in Dry January showed interest in consuming cannabis, and 77% believe cannabis is a better choice or equivalent to alcohol.
Foray is effectively leveraging this alcohol-free time of year to invite Canadians to see cannabis differently and target demographics that may have previously shied away from the substance.
Resolution-Focused Cannabis Ads
Foray's Campaign Helps Canadians See Cannabis Differently in 2020
Trend Themes
1. Dry January Participation - Exploring opportunities to educate consumers about the benefits of replacing alcohol with cannabis during Dry January.
2. Rise of Cannabis Education - Capitalizing on the legalization of cannabis derivative products to inform Canadians about responsible cannabis consumption and its positive effects.
3. Non-alcoholic Alternatives - Addressing the demand for non-alcoholic alternatives during Dry January by promoting cannabis as a viable choice.
Industry Implications
1. Cannabis Industry - Disruptive innovation opportunities in cannabis marketing and product development to cater to Dry January participants.
2. Alcohol Industry - Opportunities for the alcohol industry to diversify and offer non-alcoholic alternatives to consumers during Dry January.
3. Health and Wellness Industry - Potential for partnerships between the cannabis industry and the health and wellness sector to promote the positive effects of cannabis consumption during Dry January.