Dry January with Khloé and Kris
Client
Free AF
Year
2025
Location
Los Angeles
Discipline
Brand Strategy
Digital
Headline result
42M+
People reached across organic and paid
Channels
Talent and creators, paid social, Amazon, DTC, PR
Featured in
New Zealand Herald · Stuff · RNZ · drinksbiz
A Dry January campaign for Free AF in the US, fronted by Khloé Kardashian and Kris Jenner and carried through their wider circle, so it felt like everyone was drinking Free AF.
Campaign strategy and digital lead, running paid media, creative and the talent collaboration
Max Lawton
Global Brand and Digital Manager
Lisa King
Founder and CEO, Free AF
Simon Turner
Cofounder and Partner, New Ground
Steven Fernandez
CEO, New Ground
Dry January is a crowded month, and every brand in it is asking people to give something up. Free AF wanted to feel like part of the occasion.
Most campaigns in the category lead with what you’re missing. This one led with what you get back: better nights, better mornings and a drink that still feels like part of the evening.
One integrated campaign. Khloé and Kris at the centre, Stassi Karanikolaou, Carter Gregory and Harry Jowsey extending it through their network, and paid media in awareness, traffic and conversion layers across DTC and Amazon, with PR and ecommerce working off the same idea.
People reached across organic and paid
Views across the talent network
In alcohol free on Amazon, and in liquor and spirits
Close to 43 million people reached, more than 50 million views, seven press outlets and number one in alcohol free on Amazon.
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