BACKGROUND

Kickstart the new year by joining the trending movement Dry January, an annual challenge in which millions of people around the globe give up alcohol for the entire month of January.

PROBLEM

Own the Dry January movement by positioning Perrier as the go-to alcohol alternative.

SOLUTION

Life doesn't stop when you take away alcohol. Throughout January, Perrier was our audience’s biggest supporter to help them not only survive, but thrive in Dry January.

The activation included a large paid media investment on Twitter - with a promoted trend, custom emoji and sequence of promoted tweets utilizing the “heart to remind” mechanism. Beyond paid social, Dry January efforts had shopper, influencer/PR, ecommerce, and organic social engagement to encourage people to keep up the good work and get back on the wagon if they fell off.