Many people attempt to go take a break from alcohol in the month of January, and Miller64 is helping its customers remain sober-ish with its low calorie beer that boasts a 2.8% ABV and only 64 calories. The campaign is titled 'Dry-ish January' and focuses on enjoying a lighter beer this January. The brand partnered with actor Nicholas Braun for a hilarious video depicting the concept where Braun tries his hand at different names for 'Dry-ish January.'
This campaign is aligned for many "sober curious" Millennials, however, according to a recent survey, almost half of those who make a Dry January resolution for 2020 are not extremely confident they’ll be able to do it. “Dry-ish January is a month long phenomenon that allows you to put your own spin on the Dry January movement, but in a way that’s not as extreme,” said Anup Shah, Vice President, Miller Family of Brands. “The new campaign aims to inspire consumers to enjoy life’s happy medium moments."