Recess Challenges Traditional Dry January, Advocates for Moderation
Recess, a pioneering brand in functional beverages, is redefining Dry January with a new campaign that encourages a mindset of moderation rather than complete abstinence from alcohol. The initiative, launched in the first week of January, comes at a time when many consumers are reconsidering their relationship with drinking as various brands—such as Athletic Brewing, Hopwtr, and Seedlip—target those opting out of alcohol altogether.
The campaign is spearheaded by Recess Founder and Co-CEO Ben Witte, who emphasizes that the focus should not solely be on avoiding alcohol. “Dry January has become the most popular New Year’s resolution, yet most who commit to it don’t follow through,” he states, highlighting a widespread mindset shift.
Anchoring the campaign is a notable full-page advertisement featured in the New York Times on January 11, coinciding with Quitter’s Day, the day when many abandon their New Year’s resolutions. This ad features a manifesto from Witte, proclaiming, “You’re not broken. You don’t need a new you,” and positions Recess as a remedy for the pressures of modern life.
Witte elaborates on the campaign’s ethos, expressing that in an era characterized by extremes in nearly every facet, many individuals seek balance and moderation. “We’re trying to lead people toward equilibrium,” he notes, adding that when it comes to this campaign, it is about establishing a brand identity centered on moderation.
The campaign also features a Quitter’s Day event in Aspen, Colorado, complete with a sponsored DJ set and a robust digital and traditional media outreach plan. This multifaceted approach underscores the brand’s commitment to its moderation-centric message rather than a large-scale national push.
Founded in 2018, Recess originally focused on sparkling waters infused with hemp extract and adaptogens, but has since expanded its offerings to include varieties aimed at enhancing mood and providing alcohol alternatives. With younger consumers increasingly steering towards moderate drinking habits, Recess aims to meet this evolving demand.
Overall, the campaign positions Recess as an advocate for balance, urging consumers to enjoy their beverages—whether alcoholic or not—mindfully and moderately.
