32A Social Media Single Execution: Single creative

The January Dry Pack

How does a beer company celebrate Dry January? With beer, of course.

With 31 brews for 31 days of Dry January, the limited-edition Heineken 0.0 January Dry Pack had beer lovers covered for the entire month. Available free online, digital spots drove traffic and highlighted the many occasions that can be enjoyed with alcohol-free beer – all of them taking place inside the Dry Pack itself. 

What’s more, content featuring Dry January participants appeared across social platforms, display, partner integrations and more – alongside interactive social, like Snapchat filters, Instagram Stories stickers and Twitter Polls. Who says January has to be dry?