The ‘Virtual Soda Sommelier’ on Olipop’s website offered mocktail recipes based on which flavour of Olipop the user had at home, as well as any other ingredients they may have had in their kitchen cupboard. A discount code was also given at the end of the recipe for future purchases.
As an additional incentive, Instacart users could also add two free cans of Olipop soda to their order every weekend in January, with the brand giving away a total of 5,000 throughout the month. Consumers could also purchase a Mocktails in Minutes Starter Kit, containing three cans of each of the brand’s most mixology-friendly flavours: Tropical Punch, Classic Grape, Orange Squeeze and Lemon Lime.
Indicative of the wider shift towards alcohol reduction in the US (and globally), more than one in five consumers over 21 said they were participating in Dry January in 2024 (Morning Consult, 2024), while 75% of those aged 21-24 had planned in December to take part to some degree (Statista, 2024).
Another US campaign of note is non-alcoholic shop Boisson’s collaboration with fridge maker Rocco, which stocked every new fridge sold in January with a case of non-alcoholic drinks from brands including Ghia (US) and Giesen Wines (New Zealand).
Elsewhere, UK gin brand Hendrick’s launched Hendrick’s Gym, a line of gin-themed sweat bands and a water bottle, as well as a series of suggested workouts to help users prep cocktails and mocktails for the rest of the year. Suggested moves include weighted cocktail shaking, high repetition garnishing, pinky curls, and resistance cheers-ing.
