Alcohol-free beer brand Lucky Saint has launched a major out-of-home (OOH) campaign for Dry January 2023, in which 9 million Brits are taking part.
In collaboration with Alcohol Change UK, the campaign is Lucky Saint’s second year as ‘The Official Beer of Dry January’.
Shot by iconic photographer Rankin, the imagery of the creative paints the brand as the saviour and hero of those wishing to stay sober this January.
Comprising of 48-sheets cross-track and 6-sheets across London Underground, in collaboration with Squadron Venture Media, the campaign is predicted to be seen by 52% of Londoners, achieving 67 million impressions for the brand.
“It was important to us to create a campaign that put our product front and centre, but also captured the irreverent personality of our brand,” Lucky Saint founder Luke Boase said. “While we’re still only 4 years old, we want to create iconic imagery and advertising that will cement our position as the category leader.”
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The campaign – featuring additional images from still-life photographer Sun Lee – will also roll out via digital and print platforms. An extensive sampling campaign will also take place in-store across grocery and ontrade, as well as an exclusive experiential on 16 January.
Lucky Saint marketing director Kerttu Inkeroinen added: “Our campaign started from the insight that whether people are looking to go completely dry this January or just moderate their alcohol intake, January is a month of temptations – and Lucky Saint is our saviour offering a refreshing, no compromise beer option.
“We also wanted to nod to the reason why our beer tastes so good – it’s brewed honoring the traditional methods historically often used in monestries – by showcasing our ‘Lucky Saint’ holding the distinctive bottle.”
