This Dry January, as more and more consumers join the “sober-curious” movement, Health-Ade – makers of bubbly beverages that support a healthy gut – invites consumers to choose Health-Ade Kombucha.
Highlighting their bubbly probiotic tea as a deliciously satisfying alternative to alcohol, they'll also be sharing how kombucha is the perfect beverage for when you're hoping to enjoy a sweet moment while still keeping with your New Year goals.
In their new campaign – called “A Different Kind of Feel Good” – Health-Ade asks the question: Who says Dry January has to be boring or restrictive? Instead, the brand will encourage consumers to find ways to celebrate the New Year with gut-healthy, satisfying additions like Health-Ade Kombucha, that make you feel good from the inside-out.
Dry January has become a cultural moment with 1 in 5 Americans (see footnote 1) pledging to take a month-long break from alcohol. For many, resolutions for the New Year can mean restrictions and cutting out fun with friends.
Health-Ade said it’s rewriting the rules and encouraging consumers to drink kombucha for “A Different Kind of Feel Good” this year, for a delicious alcohol swap that tastes as good as it makes you feel.
The new campaign tapped a team of creators across TikTok and Instagram who will show their communities how to swap booze for booch during Dry January and beyond. These creators include Stephanie Grasso, Tarek Ali, Remi Cruz, Sarah Plantz, Coco Cuenco, Hana Elson, Mona Swain, Hope Woodward, Ewa & Jeremy Ko and Manon Mathews, who will all speak to a wide swath of lifestyles and will illustrate that swapping kombucha for the usual buzz can actually make you feel good from the inside out.
In addition to a strong social media push, Health-Ade's Dry January campaign will include paid media, email, website, retail and on-premise promotions, culminating with a mocktail celebration at the end of the month with Listen Bar in New York City.
Charlotte Mostaed, chief marketing officer at Health-Ade, said, "The New Year shouldn't be a time to restrict yourself, it should be a moment to reset habits and put self-care first, and what better way to do that than by starting with your gut. Gut health impacts so much more than digestion – it affects mood, immunity, skin health and more. When you add kombucha to your daily routine, you're getting those belly-boosting probiotics, all in a delicious and bubbly beverage.”
The Different Kind of Feel Good campaign is a continuation of Health-Ade's goal to introduce kombucha into more households in North America and educate consumers on the importance of gut health to overall wellness.
In 2022 Health-Ade outpaced the category, contributing 36 percent of overall category growth and topping all brands as the No. 1 gainer in household penetration. Easy to digest messaging and meeting consumers where they are is a key driver of this success and Health-Ade plans to double down on this in 2023.
To learn more about Health-Ade, visit Health-Ade.com.
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Footnote:
1. Dry January Movement Grows in 2022, but for Many It's More Damp Than Dry (Morning Consult)