HOPWTR, a non-alcoholic hop water
brand, is promoting Dry January with its “Drink Whatever You Want” campaign.
The campaign, by Multiple, is rolling out on social media through both organic and paid
content.
The HOPWTR site describes its taste as "a hybrid between your go-to sparkling water and favorite craft beer.iOur hop blend imparts a citrusy, piney flavor that tastes delicious on
its own and pairs perfectly with various fruit flavors."
Inspired by the cultural upheaval surrounding the interstellar comet 3i/ATLAS and recent underwater UFO reports, the creative suggests
consumers should drink without judgment. After all, the aliens may be coming.
The campaign is rolling out across social and via a partnership
with Ufologist Dr. Steven Green, who shares what he drinks in case of an alien invasion.
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The brand also unveiled a playful take on
limited-edition merch: reflective hats and alien-proof jackets to bring the "Drink Whatever" spirit to life.
Civic Science cites data showing among those 21+ who drink
alcohol, 25% report they successfully completed Dry January in 2024. More specifically, 35% of Gen Z aged 21-24 successfully completed Dry January, more than double the
percentage of Americans 55+ (14%).