Category
Lifestyle
Assisted Choices
Trend cluster
Category
Non-Alcoholic
Campaigning
Brands use "Dry January" to market their products.
4.7
Trend score
Trend
What is the Non-Alcoholic Campaigning trend?
Non-Alcoholic Campaigning: In North America, avoiding alcohol in January is relatively common as consumers look to take a break from the indulgent foods and beverages they consume over the holidays. Brands are now jumping in on this trend, offering products and service that play off of "Dry January" in order to market themselves.
Insight
The consumer insight behind the Non-Alcoholic Campaigning trend
In an age where consumers are accustomed to personalization from the ad content they're shown to brick-and-mortar retail, they now expect that brands also take into account their lifestyles in the process of creating products or experiences for them. Consumers are no longer interested in the "one-size-fits-all" approach to marketing, and brands are responding in-kind by taking their individual priorities into account.
Trend themes
Themes within the Non-Alcoholic Campaigning trend
Three behaviours holding the trend together01
The Rise of Dry January
As more consumers practice moderation in alcohol consumption, brands are increasingly leveraging the Dry January trend to market non-alcoholic products and services.
02
Personalization in Marketing
Consumers now demand personalized products and experiences that fit their lifestyle and priorities, creating opportunities for brands to incorporate them into marketing strategies.
03
Cannabis as a Substitute for Alcohol
With the rise of Dry January and the legalization of cannabis in some countries, brands are educating consumers about the benefits of replacing alcohol with cannabis for a healthier and more enjoyable experience.
Industry implications
What the Non-Alcoholic Campaigning trend means for industry
Where the trend changes the playbookFor
Food and Beverage
The food and beverage industry is capitalizing on the Dry January trend by creating more non-alcoholic products and services that appeal to consumers who want to reduce their alcohol consumption.
For
Beauty and Personal Care
The beauty and personal care industry is incorporating lifestyle trends like Dry January into their marketing strategies by creating pop-up events that offer consumers personalized experiences with product-inspired beverages.
For
Cannabis
The cannabis industry is positioning itself as a healthier substitute for alcohol during Dry January, offering consumers an alternative to help them relax and unwind.
Workshop question
What's an emerging consumer behaviour that your brand could specifically cater to?
Trend signals
Trend signals for Non-Alcoholic Campaigning
Trend score 4.7 out of 10, from popularity 75%, activity 58%, freshness 9%.
Popularity75%
Activity58%
Freshness9%
Audience
50%Men
50%Women
- Gen Alpha (not a primary audience)
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Non-Alcoholic Campaigning trend
4 featured examples from Dec 26, 2019 to Jan 14, 2020CategoryFashion
Non-Alcoholic Beauty Pop-Ups
Benefit's 'Emporeium' Serves Mocktails Inspired by Hydrating Primers
Beauty brands can use pop-up bars as a way to promote products and educate customers about their brand, while also providing a fun and unique experience.
CategoryMarketing
Dry January Beer Cases
The January Dry Pack by Heineken is Filled with Non-alcoholic Beer
The beverage industry can innovate by creating and promoting more non-alcoholic beer options, catering to the growing demand for healthier choices.
CategoryLifestyle
Resolution-Focused Cannabis Ads
Foray's Campaign Helps Canadians See Cannabis Differently in 2020
Disruptive innovation opportunities in cannabis marketing and product development to cater to Dry January participants.
CategoryMarketing
Mostly-Sober Beer Campaigns
Mill64 is the Perfect Beer for 'Dry-ish January' at 2.8% ABV
The alcoholic beverage industry can tap into the trend of low-calorie and moderate drinking movements to create innovative products and marketing campaigns that appeal to health-c…
