January is a time for renewal and resolutions, but that doesn’t it still can’t be fun! That’s why Total Wine decided to kick off the new year by helping their customers with those goals, promoting beverage selections with reduced alcohol content, decreased sugars, and fewer carbs, all the while encouraging them not to lose their sense of humor. The “Lighter Living” campaign leaned into humor and puns… so many puns. But ultimately, just like the beverages it showcased, the campaign struck the ideal equilibrium: guiding individuals toward healthier choices without forsaking the fun and lighthearted spirit of the season.