# Lighthearted Dry January Campaigns Ceder's 'January, It’s Anything But Dry' Campaign is Carefree By Michael Hemsworth | Published 2022-12-15 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/january-its-anything-but-dry-campaign References: [thespiritsbusiness](https://www.thespiritsbusiness.com/2022/12/ceders-launches-dry-january-campaign/) & [cedersdrinks](https://www.cedersdrinks.com)  Ceder's 'January, It’s Anything But Dry' campaign has been launched ahead of the holidays to encourage consumers to [take a break from alcohol](https://www.trendhunter.com/trends/sober-chic) without having to leave some of their favorite cocktails behind. The campaign encourages consumers to ditch alcohol consumption in the new year, but encourage them to enjoy time with friends and family in a positive way. The campaign includes a commercial featuring a couple mixing some [alcohol-free cocktails](https://www.trendhunter.com/trends/00-reasons-needed) on the beach before revealing it's fake as a way to make the most of a dreary day. Head of Marketing Solene Marchand spoke on the Ceder's 'January, It’s Anything But Dry' campaign saying, "Our January, It’s Anything But Dry campaign aims to inspire us to start the year right, try new things, and add some fun back into the brand-new year. Ceder’s is all about zero moments missed so that you can embrace life to the full, and live free spirit.” ## Trend Insights (Trend Hunter) - Score: 4.9/10 - Popularity: 48% | Activity: 84% | Freshness: 14% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) ## Key Themes ### Why This Trend Is Growing - **Light-hearted Dry January:** Encouraging consumers to take a break from alcohol consumption in a positive, carefree way. - **Alcohol-free Cocktails:** Creating innovative non-alcoholic cocktail options for those participating in Dry January. - **Campaign-based Messaging:** Using creative campaigns to promote healthy behaviors, such as decreased alcohol consumption. ### Industries Being Reshaped - **Beverage:** Providing non-alcoholic options for consumers looking to participate in Dry January. - **Advertising:** Creating innovative campaigns that promote healthy behaviors while still being entertaining and engaging. - **Hospitality:** Implementing Dry January promotions and events that cater to consumers looking for fun and festive alcohol-free options. ## Related on Trend Hunter - [Low-ABV Spirits Campaigns](https://www.trendhunter.com/trends/defy-january.md) - [Intimate Alcohol-Free Campaigns](https://www.trendhunter.com/trends/anything-but-dry-january.md) - [Replenishing Mineral Water Campaigns](https://www.trendhunter.com/trends/crazy-dry-january.md) - [Moderate Drinking Campaigns](https://www.trendhunter.com/trends/athletic-january.md) - [Alcohol Alternative Campaigns](https://www.trendhunter.com/trends/free-af.md) - [Balancing New Year Campaigns](https://www.trendhunter.com/trends/recess-you-dont-need-a-new-you.md) - [Alcohol-Free New Year Campaigns](https://www.trendhunter.com/trends/dash-and-dry-january.md) - [Non-Alcoholic Cocktail Campaigns](https://www.trendhunter.com/trends/everleaf-try-january-campaign.md) - [THC-Focused Dry January Campaigns](https://www.trendhunter.com/trends/dry-january-campaign.md)