Dry January with Khloé and Kris
Client
Free AF
Location
Los Angeles, USA
Year
2025
Credits
Max Lawton, Campaign Strategy and Digital Lead
Simon Turner, Creative Direction
Steven Fernandez, Production & Talent
The Objective
Dry January is not just a trend. It is the biggest battleground in the non-alcoholic calendar. Retailers fill shelves, wellness brands fill feeds, and everyone fights for the same attention.
The Insight
But most campaigns focus on what people are giving up. We saw a better way in. Instead of talking about sacrifice, we focused on what people gain. Better nights, better mornings and a drink that still feels like part of the occasion.
The Execution
We built the campaign around that idea, using talent, culture, paid media, PR and e-commerce to turn Dry January into AF Drinks’ biggest US moment of the year.
