To promote Sober October, we needed a way to cut through the noise and make a serious message feel approachable.

We created the “Unsubscription Box,” a tongue-in-cheek, infomercial-style concept that reframed reducing alcohol consumption as something familiar: canceling a subscription. Drawing on the nostalgic language and visual style of classic ’80s and ’90s infomercials, the campaign used humor to make the idea feel less intimidating and more actionable.

The concept highlighted the real benefits of drinking less: better sleep, improved mental and physical health, stronger relationships, and cost savings—while keeping the tone engaging and accessible.

The campaign delivered strong performance across paid social, generating over 153,000 paid impressions and 167,000 total impressions, with efficient cost-per-view metrics across platforms.