We opened up a bar called The Gym so you could keep your New Year’s Resolution. Kinda.
The Gym tapped into a universal late-January truth: most people abandon their resolutions before the month ends, yet still want to appear committed. No other alcohol brand had approached January this way, transforming two cultural rituals (gym resolutions and Dry January) into a single, playful experience that invited people to enjoy a better vodka while keeping up appearances.
Credits:
Sumner Mahaffey, Tony Kalathara, Emma Lawrence, Kedar Berntson, Heather Seksinsky