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Dry January

Showcasing the ways zero-alcohol beer makes every day of Dry January enjoyable.

One year after owning Dry January with The January Dry Pack — a 31-pack “advent calendar” of zero-alcohol beer — Heineken 0.0 sought to once again dominate the Dry January conversation in America.

To build awareness around another run of the Dry Pack, we created a series of spots for digital and social that highlighted the many occasions that can be enjoyed with zero-alcohol beer during January — all of them taking place inside the Dry Pack itself.