CASE STUDY: Caleño Hit Refresh!
Sip, Don’t Skip: How Caleño Made Dry January a Celebration
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1,154,000+ TT Views
CASE STUDY: Caleño Hit Refresh!
Sip, Don’t Skip: How Caleño Made Dry January a Celebration
1,154,000+ TT Views
10 Influencers
210,000+ IG Views
1,154,000+ TT Views
Jan 2023
210,000+ IG Views
1,154,000+ TT Views
Jan 2023
10 Influencers
The Challenge
Caleño wanted to disrupt the traditional “Dry January” conversation and move beyond boring alternatives for alcohol-free living. Their mission was to connect with audiences who choose not to drink, but still want a social, flavourful, and joyful experience. The challenge was to build massive awareness and drive trial for their tropical non-alcoholic spirits, using relatable and uplifting creator-led storytelling, without relying on typical “sobriety” narratives that might alienate mainstream audiences.
The Solution
We partnered with 10 creators across TikTok and Instagram, bringing together a range of lifestyle, wellness, and cocktail-focused voices to celebrate the Caleño brand. These creators were briefed to deliver fresh, fun, and authentic videos capturing what “refresh” really looks like: feeling energised, enjoying bright tropical serves, and celebrating small rituals from morning gym routines to a night in with friends.
Our creative strategy ensured:
🍹Bright, colourful storytelling with joyful visuals and product-focused, simple serves
🍹 A conscious rejection of outdated “alcohol-free” language, instead championing non-alcoholic as a positive choice
🍹 Tight storyboard guidelines showing a relatable, upbeat lifestyle that made not drinking feel aspirational
🍹 Smart distribution with high-reach TikTok formats plus Instagram Reels to balance awareness and brand trust
🍹A feedback loop with the brand’s paid media agency to maximise organic performance and identify high-performing assets for further amplification
By leaning into creators’ authentic voices while keeping a joyful “tropical fiesta” theme, we turned functional product demos into emotionally engaging content that was shareable, relatable, and primed for conversion.
The Results
The #HitRefresh campaign delivered a powerful mix of authentic reach and brand storytelling:
✨ 1.35 million+ total organic views across TikTok and Instagram
✨ 1.15 million views on TikTok alone, showing strong Gen Z and Millennial cut-through
✨ Hero content from creators like @dorianjessica and @hannahIronan surpassing 400K views each
✨ Consistent week-on-week growth as audiences engaged with refresh-themed rituals
✨ Influencer in-store moments: several creators featured Caleño on shelves in key retail partners such as Sainsbury’s, Waitrose, and M&S, driving trust and real-world purchase inspiration
✨ Paid amplification layered on top to drive additional conversion traffic via the “Where to Buy” CTA
By blending bright, tropical lifestyle stories with authentic in-store discovery, Caleño not only inspired at-home trial but also drove footfall and consideration with credible, relatable content. The campaign transformed Dry January from a chore into a celebration, proving that choosing not to drink can still feel fun, fresh, and exciting.
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