As Gen Z embraces sobriety, Fanta seizes Dry January with a social-first campaign that stakes its claim as the O.G and most fizzingly delicious zero-alcohol beverage

OBJECTIVE

Research culture and category trends to inspire a social campaign that parodies alcohol and non-alcoholic advertising tropes

RESEARCH & INSIGHTS

Using Contagious, I audited standout creative from mass alcohol, craft spirits, and Dry January campaigns

• Aviation Gin's "The Process" mocked spirit-brand storytelling with over-the-top production

• Everleaf reframed non-alcoholic drinking around taste rather than compromise

• Heineken 0.0 tapped into the insight that people skip pubs during Dry January out of awkwardness, showing alcohol free doesn't mean anti-social

• Blue Moon's "Dry-Back January" used rebates to push consumers past "Quitters Day"

These examples informed a creative outline showing how Fanta could spoof premium NA cues while championing flavor

OUTCOME

16M Impressions (6.5M Organic, 9.7M Paid)
17K Engagements (7.9K Organic, 9K Paid)
61.8% Positive Community Sentiment, +28pp above benchmarks)

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