With the Christmas festivities behind us and gorging on mince pies a distant memory, people begin to look forward to the year ahead and compensate for the over indulgence of the festive period.
Whether it’s giving up alcohol for Dry January, or becoming vegan for Veganuary, the new year brings with it the promise of New Year resolutions and the attempt to become a better version of yourself.
Increasingly, brands are using this period as a vehicle to promote products which will help in the aid the transition into a better and healthier you. With consumers often looking for a quick fix to ease them into the changes, it’s the perfect time for brands to saturate the market with experiential campaigns aimed at helping to create a new you.
Here is a roundup of some of our favourite campaigns from the New Year period:
Lucozade get-fit bus shelter
Lucozade decided to reward members of the public for getting active. The launch of the Lucozade get-fit bus shelter in Manchester encouraged people to use their bus wait productively. With exercises ranging from Zumba to Boxercise, people were invited to join a virtual fitness instructor in following the exercise routines. Participants were then rewarded with a Lucozade product which was dispensed from the shelter.
David Lloyd ‘Run for your Bun’ Cafe
Who says there is no such thing as a free lunch? This January, Health club David Lloyd opened it’s ‘Run for your Bun cafe’, to reward guests with food and drink in return for a short exercise routine. Housed in a temporary location in Covent Garden, participants were asked to crunch, squat and row their way towards a free healthy lunch.
Blu Cigarette Amnesty
Quitting smoking often features high on the list of New Year resolutions. E-cigarette brand, Blu, launched a cigarette amnesty pop up in London, Birmingham and Manchester in an attempt to target those newly-quit smokers. Visitors were invited to shred their cigarettes in return for a money off voucher for the new Blu e-cigarette kit.