ABC Fine Wine & Spirits, Florida's largest wine and spirits retailer, faces the annual sales dip during Dry January—a month when many consumers abstain from alcohol. The goal was to find a clever, tasteful way to keep ABC part of the conversation during this time, building admiration among drinkers who weren’t necessarily participating in Dry January while keeping the brand top-of-mind for abstainers come February.
Implement a bit of cheeky reverse psychology. We wanted to approach Dry January with tongue-in-cheek tone that stayed true to ABC’s playful personality. Instead of shying away from the topic, we leaned into it with humor, creating ads that “supported” Dry January in the most ironic way possible. By showcasing ABC’s incredible selection of velvety cabernets, frosted IPAs, and smooth whiskeys.
The concept was greenlighted on December 10th, we filmed the alcohol scenes on a single day December 17th in LA, then flew to Florida to film in their stores, then back to LA for post production and to launch on January 1st. This was a crazy fast turnaround. I mean, lightning speed. Don’t ask us for something this quick unless it’s an idea we HAVE to make or you’re paying us boatloads of money.
