Heineken: January Dry Pack

How does a beer brand celebrate Dry January? With beer, of course.

Introducing the Heineken 0.0 January Dry Pack. This limited edition, alcohol-free 31-pack was created for anyone vowing to participate in Dry January—a trend that means ditching alcohol for the first month of the year. With a design reminiscent of an advent calendar, Heineken had sober-curious consumers covered each and every day of January.

To claim their free January Dry Packs before the new year, beer lovers headed to JanuaryDryPack.com. The packs sold out in a matter of hours, with a few even finding their way to eBay. What’s more, the packs acted as ready-to-drink media and influencer kits, which helped generate more than 280 million earned impressions. Who says January has to be dry?