GETTING CONSUMERS EXCITED AGAIN

Case Study
ARIZONA ICED TEA

Pulling out memories to generate sales & fresh momentum.

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#Summer99

In just 3-months we re-engaged excitement and consumption, alongside upping social media engagement for a brand that’s been around for AGES and was facing a standstill in their presence.

HOW DID WE PULL IT OFF?

Nostalgia

Brands that have been around forever get to pull the “remember when” card – and it works. Every time. We threw it back to the ’90’s and everyone wanted to be a part of it.

Fresh Product

The tea and it’s 99 cent price label didn’t have to change, we just brought in fresh, fun merch that people could wear and be all sorts of excited about.

Honored the Roots

We didn’t change the product on hand – we just reminded people where they started – drinking out of that big ol’ 99 cent can, and how good those roots are.

Created a Buzz

We used #Summer99 to encourage consumers to share the experiences and adventures they had with their tea in hand for a chance to be featured on the company page – it worked! We increased activity by 8k.

WHY IT WORKED

Arizona Iced Tea has been around FOREVER. And yet, it’s still 99 cents. They were up against a normal plateau and standstill in sales. Consumers opting in for newer options, being pulled in by their trendy marketing campaigns. We brought people back to their roots – and it worked!

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Shared inspiration for nostalgic experiences

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Gave consumers incentive to share

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Maintained brand trust with low price

Consumer Connection

We encouraged consumers to share their photos of their #Summer99 and gave them incentive by rewarding people with fun merch we created for the campaign.

Intentional Timing

Who doesn’t remember a summer during middle school and high school where you went to the corner store to grab a huge can of Arizona Iced Tea and hung out with your friends in the park? We chose summer for this campaign because of the heart connection that would be there.

Positive Buzz

We allowed consumers to generate most of the buzz, and shared it with other consumers, when you see your old bestie drinking that tea – you’re probably going to go get one too!