Culture Pop, a probiotic soda brand loved by Millennials and Gen Z, saw an opportunity to leverage the “Dry January” movement in a way that resonated with their audience.
Instead of simply promoting their product, they crafted an interactive and engaging brand experience that encouraged participation and conversation.
Culture Pop wanted to boost brand awareness and drive engagement during Dry January, a month when consumers shift focus toward healthier, non-alcoholic beverage options.
The goal was to stand out in a crowded space while staying true to their brand identity—playful, culture-driven, and community-focused.
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The Stran team worked with Culture Pop to develop a custom “Dry January” kit that brought the brand’s fun, fizzy energy to life. The kits featured:
Designed to resemble a mini fridge stocked with Culture Pop, the packaging turned unboxing into an experience, driving organic social sharing.
Culture Pop sent 195 mailers to influencers, and the response exceeded expectations. The campaign achieved:
The campaign hit the sweet spot between fun and meaningful, leveraging a culturally relevant trend while staying on-brand.
By combining branded merchandise with a smart digital strategy, Culture Pop turned Dry January into an interactive brand moment, sparking engagement and growing their audience.
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