Food and drink · Dry January 2026

SENTIA joins the Dry January conversation

SENTIA used fresh survey data to get into the Dry January debate on radio. The campaign produced 13 items of coverage with a combined reach of 4.7 million.

Items of coverage: 13
Combined reach: 4.7 million
Time on air: 2h 18m

Listen: BBC Radio Devon, 8m 58s

The brief

SENTIA wanted to be the brand people think of when they drink less. Its audience still wants the ritual and the social side of having a drink.

The angle

Our survey found 35% of Brits dread a month without a drink. Among 25 to 34 year olds, the figure was 47%. One in four feared seeming boring, and 36% said they would miss the buzz. Producers fill January with resolution stories, so honest data on a habit millions are trying to change is welcome.

On air

The interviews were given by SENTIA's co-founder, the neuropsychopharmacologist who created the drink.

The result

The campaign added up to 13 items and 2 hours 18 minutes on air, reaching 4.7 million. Sky News Radio, The Health and Wellbeing Network, BBC Radio Devon and BBC Radio Bristol all ran it.