Free AF Ads Tout Sober October Without Judgement

Sober October may be the lesser-known little sister of Dry January, but both movements share a core sensibility—they’re less a mandate and more a suggestion. In short, “soberish” is totally acceptable.

A new campaign from Free AF and agency Special New Zealand picks up that thread in an ad series with athletes, influencers and artists who are endorsing the canned booze-free cocktails but also drink alcohol on occasion.

Alex Hainer, a race car driver, says in one of the spots that her job calls for “peak physical and mental performance—so waking up hungover is just not a possibility.” She favors the brand’s Apero Spritz.

Surfer and boxer Bau Zorio, who’s partial to the Cucumber G&T, says in a separate ad, “When I’m not drinking, I can train harder and be sharper.”

The two stars anchor the campaign called “The Drink You Drink When You’re Not Drinking” that also includes singer Dev Lemons, baker-foodie Paloma Viera, basketball player Hope Elam and stuntman Morgan Gales. The effort acknowledges what everyone in the space already knows—the vast majority of non-alc consumers also drink booze.

Meanwhile, the sober curious trend continues to gather momentum as traditional booze sales falter. According to a Gallup poll, 41% of American adults want to drink less, while some 38% don’t drink at all.

Free AF, a New Zealand-born startup, continues its message that “feeling good doesn’t always have to come with a buzz,” with global CMO Claire Bradbourne touting it as “not just an alternative—it’s a true cocktail experience.”

The work is being distributed via paid social on TikTok, Instagram, Pinterest, Reddit and YouTube, along with outdoor media buys in Los Angeles.