Dry January traditionally promotes an all-or-nothing approach, but with 80% of New Year’s resolutions failing, many consumers avoid it entirely. Savanna recognized this tension and saw an opportunity to reposition Dry January as a more inclusive, flexible alternative—aligned with its irreverent, down-to-earth brand tone.

#TryJanuary was created to encourage moderation rather than perfection, using a playful 50/50 concept that allowed consumers to balance Savanna’s Alc-Free and regular Dry variants. The campaign resonated deeply with South African drinking culture, where full abstinence often feels extreme. By tapping into relatable social behaviors and humor, Savanna made alcohol-free consumption feel accessible and enjoyable rather than restrictive.

Savanna’s #TryJanuary campaign challenged the traditional Dry January mindset by offering a fun, pressure-free alternative. Instead of committing to complete sobriety, consumers were encouraged to find balance through a 50/50 mix of Savanna Alc-Free and regular Dry.

The campaign leaned into the duality of human nature—our desire to be better versus our love of indulgence. Through humorous, relatable radio ads, Savanna positioned moderation as a more achievable and enjoyable way to embrace healthier drinking habits.

A key creative challenge was shifting Dry January from a daunting resolution to an inclusive, flexible concept. By tapping into real consumer behaviour and using a light-hearted approach, the campaign avoided the usual guilt-based messaging around alcohol-free choices.