# Non-Alcoholic Campaigning Brands use "Dry January" to market their products. By [Mishal Omar](https://www.trendhunter.com/MishalO) | Published Jan 14, 2020 | Category: [Lifestyle](https://www.trendhunter.com/pro/category/lifestyle-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/nonalcoholic-campaigning ## Key Figures - Trend score: 4.7/10 - Evidence articles: 4 ## 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. ## 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. ## At a Glance - Evidence: 4 featured examples - Articles from: Dec 26, 2019 to Jan 14, 2020 - Published: Jan 14, 2020 - Patterns: [Redirection](https://www.trendhunter.com/pattern/redirection), [Acceleration](https://www.trendhunter.com/pattern/acceleration) - Megatrends: [Tribalism](https://www.trendhunter.com/megatrend/tribalism), [Catalyzation](https://www.trendhunter.com/megatrend/catalyzation) ## Audience - Gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe, Asia ## Themes within the Non-Alcoholic Campaigning trend ### 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. ### 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. ### 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. ## What the Non-Alcoholic Campaigning trend means for industry ### For 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 for Non-Alcoholic Campaigning Trend score 4.7 out of 10, from popularity 75%, activity 58%, freshness 9%. - Popularity: 75% - Activity: 58% - Freshness: 9% ## Examples of the Non-Alcoholic Campaigning trend 4 featured examples from Dec 26, 2019 to Jan 14, 2020. - [Non-Alcoholic Beauty Pop-Ups](https://www.trendhunter.com/trends/emporeium): Benefit's 'Emporeium' Serves Mocktails Inspired by Hydrating Primers (Category: Fashion) Implication: 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. - [Dry January Beer Cases](https://www.trendhunter.com/trends/january-dry-pack): The January Dry Pack by Heineken is Filled with Non-alcoholic Beer (Category: Marketing) Implication: The beverage industry can innovate by creating and promoting more non-alcoholic beer options, catering to the growing demand for healthier choices. - [Resolution-Focused Cannabis Ads](https://www.trendhunter.com/trends/Foray): Foray's Campaign Helps Canadians See Cannabis Differently in 2020 (Category: Lifestyle) Implication: Disruptive innovation opportunities in cannabis marketing and product development to cater to Dry January participants. - [Mostly-Sober Beer Campaigns](https://www.trendhunter.com/trends/dryish-january): Mill64 is the Perfect Beer for 'Dry-ish January' at 2.8% ABV (Category: Marketing) Implication: 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… ## Recent trend clusters - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) - [Storyline Sips](https://www.trendhunter.com/protrends/themed-drink-menus) (Lifestyle) - [Bedtime Cocoon](https://www.trendhunter.com/protrends/sleep-sensory-blocking) (Lifestyle) - [Source Signatures](https://www.trendhunter.com/protrends/oak-finish-whiskey) (Lifestyle) ## Trending in Lifestyle - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Multi-Benefit Protein Shakes](https://www.trendhunter.com/trends/comes-in-three-flavors) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) - [Accessible Fintech Pop-Ups](https://www.trendhunter.com/trends/chequing-account) All articles: [Lifestyle](https://www.trendhunter.com/lifestyle)