STRATEGY
MEDIA PLANNING (2025)
Savanna #TryJanuary – Redefining Resolutions - Savanna Cider
JPG
MOV
2m:01s
Gold
| Title: | Savanna #TryJanuary – Redefining Resolutions |
|---|---|
| Brand: | Savanna Cider |
| Product: | Savanna Alc Free |
| Agency Name or Internal: | Dentsu Red Star |
| Brand Representative/Marketing Director: | Kayla Hendricks |
| Agency: | Dentsu Red Star |
| ECD: | TBWA |
| Copywriter: | TWBA |
| Creative Director: | TBWA |
| Art Director: | TBWA |
| Strategist: | Graham Deneys |
| Business Unit Director: | Shaun Strydom |
| Executive Summary: | Dry January has skyrocketed in popularity over the past few years, but when the initial excitement fades, it can start to feel like just another daunting resolution, often weighed down by expectations and even judgement when things don’t go as planned. With 80% of New Year's resolutions failing, many people shy away from attempting an alcohol-free January, doubting their ability to stick with it. Enter Savanna’s groundbreaking #TryJanuary campaign! This initiative was all about taking the pressure and guilt off consumers by encouraging them to take small, manageable steps towards their goals. Instead of judging those who stumble, Savanna celebrated everyone who gave it a shot, staying true to their crisp and witty DNA. They stripped away all the seriousness that typically accompanies New Year's resolutions, making the journey fun and light-hearted. |
