How does a beer brand celebrate Dry January? With beer, of course.

Introducing the Heineken 0.0 January Dry Pack. This limited edition, alcohol-free 31-pack was created for anyone vowing to participate in Dry January — a trend that means ditching alcohol for the first month of the year. With a design reminiscent of an advent calendar, Heineken had sober-curious consumers covered each and every day of January.

To claim their free January Dry Packs before the new year, beer lovers headed to JanuaryDryPack.com. The packs sold out in a matter of hours, and all visitors received product coupons to spur trial throughout the month. Even better, the packs acted as ready-to-drink media and influencer kits, creating an irresistible image that got news outlets and social feeds buzzing.