• by Fern Siegel , October 11, 2024

Free AF, a nonalcoholic beverage brand, launched a bold new campaign for Sober October — “The Drink You Drink When You’re Not Drinking” — to highlight the freedom to socialize without alcohol.

The campaign launches with an omnichannel activation, including paid social presence (@sobercurious_af) across TikTok, Instagram, YouTube, Pinterest and Reddit. Out-of-home ads run on billboards and digital screens in high-traffic locations around Los Angeles, since With California is the leading state in nonalcoholic beverage sales, according to Nielsen IQ.

Creative OOH work was done by Special NZ. 

The campaign features six personalities who embody the Free AF spirit: race car driver Alex Hainer, singer Dev Lemons, Boxer Bau Zorio, baker-foodie Paloma Viera, basketball player Hope Elam and stuntman Morgan Gales.

"Free AF isn’t just an alternative — it’s a true cocktail experience,” says Claire Bradbourne, Free AF Global Chief Marketing Officer. “Our drinks are crafted to be enjoyed in the same moments you’d reach for an alcoholic cocktail. Whether it’s a celebration, a night out, or simply unwinding, Free AF is the drink you drink when you’re not drinking.”

Since entering the U.S. market in 2023, Free AF has expanded distribution by 500% and is now available at various retailers, including Target, Walmart and Amazon.