Non-alcoholic beer brand Lucky Saint has graced the nation with its latest Dry January campaign, focused on incorporating heavenly imagery, in an irreverent twist on the holier than thou stereotype surrounding sobriety.
In addition to an array of OOH posters with phrasing like “Praise Be” and “Rejoice” and “Divine Intervention”, the brand has also hit the digital billboards with a free pint offering, accessible at a local pub via scanning the QR code.
“Thou shalt go to the pub. Scan for a free pint”, reads the sign.
Writing on LinkedIn founder Luke Boase said: “January is a challenging time for pubs, with many people opting to stay home after Christmas and foregoing a pint at the pub. We believe it doesn’t have to be that way.”
“At the heart of Lucky Saint, we believe that the greatest reward of drinking is the social connection, not the alcohol. So today marks the launch of our Thou Shalt Go To The Pub campaign.”
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He continued: “This January we’re on a mission to fill pubs across the UK. In the coldest, darkest month of the year we think you should be in a warm pub, enjoying a pint with friends”.
“This January, we’re on a mission to fill pubs across the UK. In the coldest, darkest month of the year we think you should be in a warm pub, enjoying a pint with friends”
Also commenting on the site, partner at advertising growth firm Squadron Venture Tom Lucas said: ” One of the bravest (and rarest things) a brand (and especially its CMO) can do is to be consistent.”
“Ultimately great brand-building advertising is about delivering high reach and frequency with a distinctive and motivating message”
“Not just day after day – but year after year. Most brands don’t have the stomach for it, and most brands fail, which is why there are only ever a handful of household names in any given category. This is a campaign of rare craft”.
Lucky Saint has been the official drink of Dry January since 2022, with campaigns from the brand coinciding with an uptake in particularly young people being interested in non-alcoholic options. This year’s campaign builds on similar messaging around temptation from last year.
