As the festive season winds down and resolutions begin to take shape, Dry January emerges as a popular commitment for many. Recognising this shift in consumer behaviour, Bristol-based brewery, Wiper and True have launched a strikingly simple and effective out-of-home (OOH) advertising campaign to highlight the choice between their alcoholic and non-alcoholic options.
Recent health trends have resulted in the non-alcoholic drink industry growing rapidly and it's great to see so many options now available, especially so close to home.
This campaign may speak to you a little more if you're one of the lucky few to be named. Wiper and True have created a playful tone by calling out names which encourages further engagement as who doesn't love seeing their name mentioned in the media. This is a very effective way of standing out and a great strategy for a local brand to speak to their fellow Bristolians.
The campaign's visual approach is minimalistic but impactful. Across a range of our street-level and large-format billboards, the artwork features clean and uncluttered designs and a repeating message.
This simplicity works great for all-sized billboards. A simple message on our street-level sites allows passersby to skim it and the same goes for large format. Cars driving by and people from afar can see and understand the message and product.
Why It Works
Timely Relevance: Running in December and January, the campaign smartly taps into a season when people may be looking for alternatives to alcohol. It aligns with New Year's resolutions and health-conscious trends.
Clear Communication: By avoiding excess text or imagery, the artwork delivers its message at a glance—crucial in busy urban environments where viewers have seconds to engage.
Strategically placed in high-traffic areas, the ads were designed to intersect with the daily routines of commuters and, “Wiper and True” in bold writing on the can tells the reader where to go.
We love this campaign and hopefully, you do too, James.
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