New alcohol-free beer, Beck’s Blue, hit the shelves in January, as people began a long miserable month of saying ‘no’ to things they usually enjoy. Aimed at a cool, young, hipster audience, our client wanted to push aside the dreary connotations of Dry January and burst onto the scene with a fresh point of view.

I positioned Becks Blue as inspiration to enjoying the most liberating January of your life, with a rousing tone of voice and tagline.