Recess Challenges the Trend of Dry January
Recess, the popular functional beverage brand, is taking a stand against Dry January, a trend where individuals abstain from alcohol for the first month of the year in an effort to improve their health and well-being. The brand’s new campaign, which kicked off in early January, focuses on moderation, contrasting with other functional and nonalcoholic brands like Athletic Brewing, Hopwtr, and Seedlip that are targeting those avoiding alcohol completely.
“Every other alcohol alternative brand is promoting the idea of substituting their products for alcohol throughout the month,” said Ben Witte, Founder and co-CEO of Recess, explaining the inspiration behind the campaign. “Dry January has become a popular New Year’s resolution, but like many resolutions, most people who commit to it end up not completing it.”
The campaign’s centerpiece is a full-page ad that appeared in the New York Times on Jan. 11, strategically timed for Quitter’s Day, when many individuals give up on their New Year’s resolutions. The ad features a manifesto by Witte that emphasizes self-acceptance and positions Recess as a solution for the challenges of modern life.
“While not explicitly political, the manifesto resonates with the desire for moderation in all aspects of life,” Witte commented. “In a world of extremes, people are seeking balance, moderation, and equilibrium. Recess aims to embody these values and guide individuals towards them.”
The campaign was a collaboration between Recess’ internal marketing team and agency Better Half, known for their work with Equinox on the groundbreaking “We Don’t Speak January” campaign in 2023.
All About Moderation
In addition to hosting a Quitter’s Day event in Aspen, Colorado, the campaign features an array of owned media initiatives, influencer partnerships, and traditional and digital out-of-home advertising. The media strategy mirrors the campaign’s message of moderation.
“Our goal with this campaign is to establish our brand as a champion of moderation. It’s not about running a large-scale national campaign, but rather about defining our positioning in the market,” Witte explained.
Since its launch in 2018, Recess has offered a range of products, including sparkling waters infused with hemp extract and adaptogens, as well as functional Recess Mood beverages and Recess Zero Proof craft mocktails. The brand has resonated with consumers looking for alternatives to alcohol, especially among stressed-out millennials.
Witte highlighted that Recess serves as a replacement for wine in the evenings, a drink option between alcoholic beverages, or a non-alcoholic choice for social gatherings. These use cases align with the evolving drinking habits of younger consumers who are opting for moderation over excessive consumption, impacting the alcohol industry.
“While the idea of being sober-curious is gaining traction, the real trend we’re seeing is towards moderation rather than complete abstinence,” Witte noted. “Reports of the ‘death of alcohol’ may be exaggerated, especially among Gen Z consumers.”