Thought Leadership

How brands tackled January

BITE’s January New Year campaign round up shows that brands and agencies focused on positive resolutions and health and wellness.

Georgie Moreton

Assistant Editor, BITE Creativebrief


The New Year always brings with it resolutions and behaviour changes such as dry January.  Challenges which are often fuelled by health and wellness campaigns. Yet, this year it feels as though a shift has been afoot. In the place of some of the usual guilt-tripping, brands have favoured a more supportive approach as consumers face the hardships of a cost-of-living crisis and a world readjusting to post-pandemic life.

Instead of shouts to move away from the selection box and get to the gym or else, health and wellness and mindfulness and improvement have been the overarching themes of 2023’s January’s campaigns. From Gymbox’s campaign with AMV BBDO which highlighted the absurdity of unrealistic fitness goals. To the S.A.D lamp campaign from nutritional supplement brand Solgar, which used creativity to shine a light on one of the darkest January days. Rather than making people feel like they were continually falling short,  the most memorable work uplifted consumers rather than putting them down.

With January drawing to a close, and to celebrate the days getting a little warmer and brighter, we’ve pulled together a round-up of our favourite January work and thought leadership.


Gymbox and AMV BBDO eschew ‘serious and weird’ gym culture

The new campaign is a breath of fresh air in the midst of the avalanche of ‘new year new you’ marketing messaging.

Whatsapp helps bring in the New Year

‘The Fireworks Within’ campaign from AMV BBDO celebrates the emotion of the billions of messages sent on New Year's Eve.

New Balance shows anyone can run

An inclusive message on the power of each individual’s fitness journey. The mental and physical benefits of running are perfectly encapsulated in this new campaign.

Good news: there is no such thing as ‘Blue Monday’

Brands are offering consumers escapism and reasons to be cheerful as an antidote to January blues.

Solgar boosts serotonin with Blue Monday billboard

The campaign from Saatchi & Saatchi for the nutritional supplement brand takes inspiration from S.A.D lamps

Moju shakes up the morning routine

The Wake Shake Boom campaign created by Who Wot Why positions MOJU’s fiery ginger shot as an integral part of the wake up process

Optimum Nutrition inspires audiences to reach their potential

The ‘There’s More In All Of Us’ campaign from Be The Fox spotlights the inspirational stories of athletes and the challenges they have overcome

Lucozade and Adam&EveDDB urge consumers to move more

The tongue-in-cheek ‘Statue’ campaign underlines the fact that movement is for everyone.

Are brands guilty of adding to consumers’ January blues?

In place of outdated messaging industry leaders discuss the power of optimism as an antidote for toxic ‘new year new you’ messaging.

Building belief is key to creating more diverse work in 2023

Creative Director, Carl Shand, shares how he aims to inspire young Black creatives drawing on his own experiences.

What one thing will you do to support your mental health at work in 2023?

The NABS team share how they will prioritise mental health this year

Why brands should rethink their team structures for success in 2023

Bringing teams closer together helps spark more creative thinking

3 Social Media Resolutions for 2023

KOMI’s Andrew Trotman shares his top tips for maximising social media efforts

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