Following a successful relaunch, Windhoek faced a new challenge: how to stay relevant during Dry January without a non-alcoholic product. As the movement gained traction in South Africa—especially among younger, mindful consumers—Windhoek needed to support responsible drinking without alienating its core 30–50-year-old audience. The brand set out to strike a balance between authenticity, relevance, and responsible messaging, all while staying true to its “100% Real Beer” identity.

Rather than pushing sales, the brand embraced Dry January by removing the most tempting element from its advertising: the beer itself.

Windhoek repurposed its popular launch TVC, comically hiding beer bottles behind everyday objects like baguettes, dumbbells, and microphones. This creative approach extended across digital and OOH platforms, including mobile billboards strategically positioned so that urban elements naturally obscured the product.

By promoting responsible consumption while staying true to its playful tone, Windhoek created content that resonated. Audiences even joined in on social media, creating their own versions—demonstrating cultural relevance and strengthening brand affinity during a typically challenging period.