#TryJanuary

The first month of the year can feel like a slog—long, hot, and filled with the pressure of New Year’s resolutions that often fizzle out by mid-January. But this year, South Africans took a different approach. Savanna’s #TryJanuary campaign turned the dreaded month into a nationwide movement, proving that trying—even imperfectly—is the real win.

What started as a cheeky alternative to ‘Dry January’ became a cultural shift, with thousands embracing balance over extremes, laughter over pressure, and a ‘soberish’ start to the year rather than a punishing detox. And let’s be honest—January is already long enough. Why make it dry, too?
THE ART OF TRYING (WITHOUT THE PRESSURE OF PERFECTION)

Savanna’s #TryJanuary wasn’t just a campaign; it was a call to action. A reminder that small efforts count—whether that’s switching up your drink choice, getting moving after the December indulgence, or just showing up. With a combination of influencer-led storytelling, interactive challenges, and on-ground activations, the campaign took shape across South Africa in a way that felt authentic, fun, and completely doable.

The Savanna SAVA App became the campaign’s digital home, where participants could sign up and complete walking challenges to earn ‘lemons’, which could be redeemed for ice-cold Savannas. Over 40 000 people jumped on board, collectively walking over 400,189 km and burning a staggering 20,586,865 calories!

The movement wasn’t just about saying no to alcohol; it was about saying yes to balance. And, in true Savanna style, it was all done with a crisp, dry sense of humour.

Real-life events like the first-ever #Tryathlon is where the campaign message came to life on the ground.. Savanna took #TryJanuary to four major South African cities, hosting a series of interactive events designed to get people moving—without taking it too seriously.

These weren’t your standard wellness events. Participants danced through hikes, wobbled through yoga poses while laughing at stand-up comedy, and proved that movement is better when it doesn’t feel like a chore.

OUR INFLUENCERS WHO LED THE CHARGE
#TryJanuary was not just a campaign—it was a cultural conversation. And that conversation was fuelled by some of South Africa’s biggest digital voices.

Wandile, Zamani, Thato, Moshe, Vanessa Padi, Bheki and more brought their unique spin to the campaign, from TikTok challenges to real-time event coverage.

Whether they were showing off comically bad yoga poses, challenging their followers to try something new, or simply documenting their ‘soberish’ nights out, these influencers made #TryJanuary relatable, accessible, and impossible to ignore.

THE MINDS BEHIND THE MOVEMENT: TBWA\HUNT\LASCARIS
Savanna’s creative partner, TBWA\Hunt\Lascaris, was the disruptive force behind the campaign’s execution. With a history of award-winning work that pushes cultural boundaries, TBWA understood that this couldn’t just be a marketing campaign—it had to be a moment.

Leading the charge was Executive Creative Director, Steph van Niekerk, one of South Africa’s top creative minds, whose work has consistently blurred the lines between entertainment and advertising.
"At TBWA, we believe the best ideas are the ones that don’t just sell a product but start a conversation. We wanted to be real about TryJanuary. So many people disqualify themselves before they’ve even tried because they don’t believe they could do it. Truth is we bail out on our resolutions because they are absolute, while human nature is not. We wanted to make balance accessible, fun and inclusive. #TryJanuary did that, and it’s a platform we’ll continue to build on.”

The campaign was brought to life through multiple creative touchpoints, including Savanna’s SAVA App, developed by the brilliant team at InJozi, engaging influencers, tirelessly managed by Onpoint PR and a campaign film by Darling Films, directed by Thea Small, that captured the brand’s crisp, witty essence.

THE RESULTS: WHEN TRYING PAYS OFF
While the campaign was designed to take the pressure off achieving perfection, the results were nothing short of impressive:

Over 150+ paid and earned influencers and media attendees actively engaged in the campaign.
Over 40 000 users signed up for the SAVA App, collecting ‘lemons’ and engaging in challenges..
Unmatched media coverage across online, radio, and digital platforms.
Run clubs, gyms, and fitness communities organically adopted #TryJanuary for their own activities.
400 000km walked; that’s 93 times the height of Everest.
20,586,865 calories burned

Savanna Brand Manager Kolosa Kokolo summed it up best: “We didn’t just run a campaign, we started a culture shift. The response was incredible—people embraced the idea that small efforts matter, and that balance (and a little bit of Savanna) is key.”

WHAT’S NEXT?
The overwhelming success of #TryJanuary proves that South Africans are ready for a new kind of January—a month where effort, enjoyment, and balance take priority over extremes.

While Savanna isn’t spilling any secrets just yet, one thing is certain: This is only the beginning. Because trying, after all, is what keeps things interesting. Siyavanna?