Brands ring in 2024 with campaigns for taxes, fitness and non-alcoholic beverages

Planet Fitness launched a campaign featuring Grammy-award-winning rap artist and health advocate Megan Thee Stallion. (Photo credit: Planet Fitness; used with permission)
Planet Fitness launched a campaign featuring Grammy-award-winning rap artist and health advocate Megan Thee Stallion. (Photo credit: Planet Fitness; used with permission)

New year, new routines.

Ah, January — a time for resolutions, purging alcohol from your system, dusting off the dumbells and firing up TurboTax. 

A new year is an opportunity to reset the clock and become a better version of yourself. That’s the overarching message from fitness, spirits and tax brands alike as they ring in 2024. 

Brands such as Planet and Crunch Fitness, H&R Block and BrewDog are leaning into reinvention and new beginnings to kick off the year, inviting people to get back in the gym, get their finances in order and stay sober for Dry January. 

From conducting exercise challenges to rolling out non-alcoholic beer, brands are encouraging consumers to start fresh and stick to their goals. 

Campaign US has highlighted a few of the campaigns below:

Planet Fitness


Planet Fitness wants people to channel their Big Fitness Energy and hit the gym with a campaign featuring Grammy-award-winning rap artist and health advocate Megan Thee Stallion. A 30-second spot featuring the artist, whose real name is Megan Pete, tells people looking to get fit why they should choose Planet Fitness. Pete emphasizes the brand’s environment, which is a “judgment-free zone,” and frames herself as “Mother Fitness,” the benevolent fitness goddess who rescues her innocent "hotties" from three different toxic gym enemies: the intimidating trainer, sleazy upseller and obnoxious fitspo fake.

The campaign, which launched on Dec. 28, includes a co-branded merch line featuring catchphrases such as “Big Fitness Energy for Everybody - ody, ody, ody” and “Real Hot Girl Fit.” Proceeds will go toward the Pete & Thomas Foundation, a nonprofit that provides education, housing and health and wellness resources to underserved communities. In addition, members of Planet Fitness can access branded workouts in the app, as well as social content, including the Mother Fitness origin story, a Mother’s Mantras series, behind-the-scenes content and a custom AR Filter that dishes out Megan Thee Stallion “Ahhfirmations.” On TikTok, the “Real Squat Girl Fit” challenge will invite users to drop a squat with whatever item they desire.

H&R Block

Doing your taxes doesn’t have to be taxing. That’s the message behind H&R Block’s latest tax season campaign, which kicked off on Jan. 1 with a series of TV spots featuring the brand’s refreshed mascot, Max. Created and produced by Ogilvy New York, the campaign — which includes spots titled Medals, Groceries, Breakroom and Confetti —aims to show why doing your taxes with H&R Block is better and easier than your local “tax guy.” The brand highlights offerings such as meeting virtually or in person with a tax assistant and knowing the price of doing your taxes before you start to illustrate the ease of using the platform. It also details H&R Block’s new AI Tax Assist tool, an artificial intelligence tool launched in December that aims to streamline the tax preparation process for individuals, the self-employed and small business owners so they can file and manage their taxes faster.


If there’s one good habit to adopt in 2024, it's to prioritize self-care and mental health. If that isn’t on your resolution list, add it! To make self-care a priority this year, furniture brand La-Z-Boy is bringing back its Do Not Disturb decor, a limited-edition collection of needlepoint pillows featuring phrases such as “Do Not Disturb,” “Long Live the Lazy” and “Recline Mode Activated.” 

As of Jan. 8, the company will make the pillows available for free at while supplies last. The campaign comes as a recent survey conducted by the company found 74% of Americans say they plan to prioritize rest as a form of self-care this year. Meanwhile, while nearly half of Americans (47%) use the “do not disturb” function on their phone for moments of rest, 76% say their friends/family do not always respect their time when they let them know they want to have an uninterrupted moment of rest. 

Crunch Fitness 

(Photo credit: Crunch Fitness, used with permission)

Life is full of awkward and unpleasant moments — like when someone bumps you as you’re doing your makeup or when you eat greasy food that makes you feel absolutely terrible after. But when you go to the gym, no matter how much you may procrastinate to get there, there’s a chance you’ll feel good about yourself. That’s the message behind Crunch Fitness’ New Year campaign, Feel Good, Not Bad, developed by creative agency Familiar Creatures. The campaign, which includes a 30-second and 15-second spot launched on Dec. 26, highlights the many different scenarios where you might feel bad: finding a snake in your sleeping bag, dropping a sandwich on your dress shirt and more. Those inevitably bad moments are then juxtaposed with the good feeling of working out and staying fit. The message of the campaign is simple: Go to the gym and you’ll feel better.

Anytime Fitness 


Few experiences in life are as humbling as being out of breath walking up the stairs. I’d argue there is no other moment that screams, “You are out of shape!” louder. That’s why Anytime Fitness’ New Year’s campaign, created by Mischief @ No Fixed Address, zeroes in on the idea of training for your life. In a series of spots, Anytime pushes the idea that you don’t need to train to be an Olympian, a bodybuilder or a star athlete. You just need to get in shape so you can go up the stairs or open a pickle jar.


While the start of a new year can be exciting, it can also be dreadful when our annual civic duty rolls around: Paying taxes. Let’s face it, we all want to get our taxes over with so that Uncle Sam can balance his sheet and we can exit out of ours. 

TaxAct’s campaign for this year leans into that reality, with TV and radio spots that tap humor and include a voice-over by actor Adam Scott to emphasize its tagline: “Let’s get them over with.” The cheeky campaign, which was created by the brand’s creative and media agency of record, Fallon, talks about how even TaxAct doesn’t look forward to taxes and doesn’t bother to strike sponsorship deals with pro athletes because it's too busy trying to make taxes simpler and faster. The minimalist ads, which launched Dec. 19, aim to “speak honestly to consumers while continuing to raise awareness for the TaxAct brand,” said Mike Wolfe, head of brand marketing at TaxAct. in a statement. 

“We all just want to get our taxes over with and TaxAct can help you do that,” he added.


January is always a good time to detox, especially if you feel you’ve been drinking too much during the holidays. To kick off Dry January, craft beer company BrewDog and mindful drinking app Sunnyside have launched a nonalcoholic brew titled “Bright AF” in the U.S. The co-branded brew is a West coast-style IPA with less than 0.5% alcohol by volume (ABV). The campaign comes as many people look to set new health resolutions or try the ‘Dry January’ challenge of 31 days without drinking. 

To try the challenge without enforcing full sobriety, Sunnyside is instead hosting a Dry(ish) January campaign, a month-long challenge where users set modified drinking goals to reduce their intake as opposed to cutting out alcohol entirely. 

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