��������

For many of us, this marks the first few weeks back after the festivities – and the first real test of those New Year’s resolutions. Promises to hit the gym every day, and the guilt-laden declarations of a “dry” January – January?? Everyone knows that January is the longest, hardest month of all – so the notion of a ‘dry’ January might seem extreme to some. But no one can deny that the sober-curious movement is gaining traction and what people want is to explore this curiosity without the pressure to commit.

Savanna Premium Cider is shaking up the usual January resolutions with its #TryJanuary campaign—for those who want to try but can’t make any promises. This fun and lighthearted initiative encourages everyone to explore new habits and goals without the pressure to commit to perfection. That’s why Savanna Cider is shaking things up this January with #TryJanuary—a fresh, playful take on Dry January. Because let’s be real: resolutions are absolute, human nature is not.

The campaign features three witty and relatable social media ads, each tackling a different challenge many of us face in the first month of the year. Whether it’s hitting the gym, staying demure, or waking up for the 5am club, the ads highlight the humour in trying (and sometimes failing) to stick to New Year’s resolutions.

The campaign was directed by Thea Small of Darling Films, whose fresh and playful direction brings out the true essence of the #TryJanuary message. With her unique approach, she captures the lighthearted tone of the campaign, emphasizing that it’s not about perfection—it’s about making an effort, embracing the journey, and allowing yourself room for a little wobble along the way.

The campaign was crafted by the creative minds at TBWA Hunt Lascaris, who have once again hit the nail on the head by celebrating the art of trying without the weight of unrealistic expectations. As Kolosa Kokolo, brand manager of Savanna Premium Cider at Heineken Beverages, puts it: “January can feel like the longest month, and resolutions can often feel like a burden. We’re saying, don’t overcommit—just try. Life is all about balance, and #TryJanuary is about giving yourself permission to explore, have fun, and enjoy the journey.”

Savanna’s #TryJanuary is designed to take the guilt out of resolutions, offering a lighthearted and balanced approach to starting the year. With Savanna 0.0 Alc Free and Savanna Dry, there’s no need to stress about being perfect—just embrace the balance and enjoy the process.