Andddd we’re back!

We hope your transition back to work has been relatively smooth. We’re still working out the kinks, but we have some exciting programs and developments in the works. Integrated campaigns for 2025 are being finalized, global remits are expanding, and our growth and expansion plans are in full swing. 

Shameless Plug(s) – we have some thoughts on the potential TikTok ban from our Director of Integrated Marketing, Georg Loewen. Reach out if you want to chat. 

Congrats to our awesome client Homebase on their coverage in the New York Times yesterday morning!

This week, we’re highlighting Athletic Brewing’s take on the rising Dry January trend, some key takeaways marketers and PR pros should be thinking about coming out of CES, and how RXBar has taken their messaging to a digital campaign as well as the streets of NYC to combat BS “New Year, New You” mottos. 

Enjoy!

Becky and Greg

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Embrace cultural trends: Dry January is upon us and Athletic Brewing Co is leading the pack

TL;DR: For a decade, consumers have embraced the ‘Dry January’ challenge that encourages abstaining from alcohol in the first month of the year. This year, nonalcoholic beer company Athletic Brewing is taking hold of the conversation by battling the stigma that still remains around zero-proof options.

Takeaway: Dry January and the nonalcoholic beverage category have seen tremendous growth in recent years with younger consumers leading the shift. This latest campaign from Athletic is timely on many levels. It’s a no-brainer to launch their new messaging alongside the public celebration of Dry January. But it also benefits from going live at a time when consumers are becoming more intentional about their consumption choices and questioning long-held stigmas. Athletic’s approach – essentially, “buy our beer because it’s a great beer, not just because it’s nonalcoholic” – dispels the stigmas head-on and helps consumers feel confident in their decision to pick zero-proof options.

Consider:

• Can your brand reinvent a popular conversation in your industry? Instead of shying away from taboo conversations and long-held stigmas, confront it directly with sound reasoning that positions your brand as the new way forward.
• Athletic holds about a fifth of market share in the nonalcoholic beer industry, but this new campaign shows that they’re working on gaining market share in the beer industry by comparing themselves more to traditional beers than other nonalcoholic options. How could your brand expand your horizons (even if it means being a small fish in a big pond)?

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Explore new tech: Key marketing takeaways from CES 2025

TL;DR: CES 2025, one of the largest tech conferences of the year, took over Las Vegas last week with major announcements, keynotes, and panels from some of the biggest industry players including big breakthroughs impacting our work in marketing and communications.

Takeaway: Some key takeaways for those of us in marketing and comms? AI companies will be expanding revenue streams to include ad opportunities. Some, like OpenAI and Perplexity, have already begun dabbling in advertising. On the note of advertising, streaming companies, like Amazon’s Prime Video, spent CES pushing their ad-supported tiers with an increased availability of streaming impressions. Lastly, the elephant in the room: there’s going to be a new US president in just a few days and with that comes a new administration. With that comes potential new regulations for advertising, social media (TikTok ban, anyone?), and expected consolidation.

Consider:

• Conferences like CES do a great job of getting us excited about the endless possibilities of these new offerings – but that doesn’t mean every brand actually needs to jump on every opportunity. Make sure you’re clear on what new opportunities align with your brand’s goals to ensure you’re making the most of your resources.
• If there’s a new opportunity that seems appealing to you, try learning everything you can about it before jumping into it fully. Become the expert on that new, experimental venture and outline all the possibilities, so when it comes time to invest budget or resources, you’ve considered all the possible road bumps and scenarios.

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Try out an anti-campaign: RXBar tackles “New Year, New You” messaging with a B.S. blocker

TL;DR: RXBar, a protein bar with radically transparent branding, is trying to combat classic conversations around unrealistic New Year’s resolutions with its latest campaign that revolves around providing incentives (like discount promo codes) to those who call out toxic ads promoting this messaging.

Takeaway: This campaign approach is fitting for RXBar who has hinged their transparent branding on the idea that their product has no B.S. – they’re clearly not afraid to tell it like it is. This type of anti-marketing driven strategically by authentic messaging has been well received by audiences. Just like RXBar, brands like Liquid Death or Mint Mobile thrive on being different from the rest of their industries by speaking like humans and not matching the typical approaches driven by their competitors. While it won’t work for every brand, it’s a stand-out strategy for those who want to get out of the cookie-cutter rut and play on the edgier side.

Consider:

• What would an anti-campaign look like for your brand? In other words, what is the opposite approach of what your competitors are doing?
• These campaigns are successful often thanks to their simplistic messaging. RXBar’s “No B.S.” motto is easy to comprehend and get on board with. If you strip down your brand’s messaging to its simplest form, what would that sound like?

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