39 Branded Content & Entertainment for Online/Interactive

The January Dry Pack

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. The spots appeared across social platforms, display, partner integrations and more. In addition to bite-size social video, fans engaged with interactive social, like Snapchat filters, Instagram Stories stickers and Twitter Polls that inspired Heineken fans to go dry all month long.