# Replenishing Mineral Water Campaigns Crazy Water's Crazy Dry January Makes Not Drinking Fun By Laura McQuarrie | Published 2024-01-02 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/crazy-dry-january References: [news-journal](https://www.news-journal.com/crazy-water-creates-crazy-dry-january/video_ef292b04-b2db-51ee-b249-f729d93de4ff.html) & [drinkcrazywater](http://drinkcrazywater.com)  As of January 1st, thousands of people pledged to participate in Dry January, [Crazy Water](https://www.trendhunter.com/trends/sparkling-prebiotic-sodas) is kicking off a campaign that calls the month Crazy Dry January. After weeks of indulgence, many people want to get back on track and recommit to their health, and Crazy Water is aligning with the resolutions that drinkers are making with the benefits of its product with "11-plus Mother Nature-infused minerals." Although excluding something from one's routine can cause feelings of lack, Crazy Water's campaign inspires people to create [refreshing, hydrating and healthful mocktails](https://www.trendhunter.com/trends/mocktail-variety-pack) like the Crazy-tini, which can be enjoyed shaken or stirred, and without any of the regrets that follow the over-consumption of too many cocktails. As part of its Crazy Dry January campaign, the only mineral water bottled in Texas is sharing larger-than-life billboards that invite people to "get undrunk." ## Trend Insights (Trend Hunter) - Score: 2.6/10 - Popularity: 28% | Activity: 29% | Freshness: 20% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Billboards](https://www.trendhunter.com/billboards) ## Key Themes ### Key Themes Behind This Trend - **Dry January Campaigns:** Capitalizing on the trend of Dry January, Crazy Water launches a campaign to inspire people to create refreshing mocktails. - **Health Conscious Resolutions:** Crazy Water aligns with the resolutions of health-conscious individuals by promoting the benefits of its mineral-infused water. - **Non-alcoholic Beverage Movement:** Crazy Water's Crazy Dry January campaign taps into the growing movement of non-alcoholic beverages by offering drink alternatives. ### Where This Applies - **Beverage Industry:** Crazy Water's campaign highlights the potential for innovation in the beverage industry by promoting mocktails and non-alcoholic options. - **Health and Wellness Industry:** Crazy Water's focus on the health benefits of their mineral water presents opportunities for disruptive innovation in the health and wellness industry. - **Advertising and Marketing Industry:** Crazy Water's bold billboard campaign demonstrates the potential for disruptive innovation in the advertising and marketing industry when it comes to promoting non-alcoholic beverages. ## Related on Trend Hunter - [Lighthearted Dry January Campaigns](https://www.trendhunter.com/trends/january-its-anything-but-dry-campaign.md) - [Balancing New Year Campaigns](https://www.trendhunter.com/trends/recess-you-dont-need-a-new-you.md) - [On-Demand Bubbly Water Campaigns](https://www.trendhunter.com/trends/press-for-bubly.md) - [Alcohol-Free New Year Campaigns](https://www.trendhunter.com/trends/dash-and-dry-january.md) - [Mocktail-Making Incentives](https://www.trendhunter.com/trends/tips-for-sips.md) - [Habit-Building Non-Alcoholic Challenges](https://www.trendhunter.com/trends/dryish-january-challenge.md) - [Kombucha Mocktail Campaigns](https://www.trendhunter.com/trends/kombucha-mocktail.md) - [Dry January Kits](https://www.trendhunter.com/trends/sensori.md) - [Moderate Drinking Campaigns](https://www.trendhunter.com/trends/athletic-january.md)