Let’s get one thing straight: Dry July is not a thing. Sober October and Dry January are the two months on the calendar, so far, that have helped to define and popularize the brand-led, consumer-fueled modern temperance movement.
But for purposes of a cheeky contest, and a stylish video giving serious Barbarella vibes, we’ll abide this campaign from Free AF.
The female-founded, New Zealand-born startup—with booze-free canned cocktails selling at Target, Walmart, Sprouts and Amazon, among other retailers—has dropped “The Driest July” from creative collective The Tuesday Club.
The centerpiece of the campaign is an intentionally low-fi video featuring a lonely stretch of wide-open road, desert sand as far as the eye can see, a statuesque star in a crazy-cool mod outfit and plenty of non-alcoholic tipples.
Because of its zero-ABV, Free AF has more freedom in its marketing …
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