Case Study: Lucky Saint achieves record Dry January campaign success with Attest creative testing

How Lucky Saint smashed Dry Jan becoming the UK’s #1 alcohol-free beer brand

Lucky Saint, the UK’s first-ever official beer of Dry January, was preparing its biggest advertising campaign to date and needed to make sure its out-of-home creative would resonate with new audiences. Because so much of its marketing spend is concentrated in January, the brand wanted to avoid going in blind and was looking for a way to validate its campaign choices before launch. Lucky Saint used Attest, along with its existing brand tracking, to support the decision.

With Attest’s creative testing, Lucky Saint tested four ad variants to assess initial reactions, message clarity, brand attribution, and purchase intent, helping the team refine the logo prominence and copy. The campaign went on to reach 10 million people, drive Lucky Saint to become the #1 alcohol-free beer brand in grocery, and help it sell four beers per minute online; during Dry January 2023, it also became the top alcohol-free beer and was poured on tap in more than 600 pubs.

Lucky Saint

Emily Laws

Head of Brand