AriZona SunRise
Launch
We partnered with AriZona Tea + Heineken to launch a new hard seltzer. Our campaign, For The Real, tapped real people and real flavor to bring authentically to an already saturated category.
Our spot launched the brand, featuring our influencers as hero talent, and kickstarting a year-long content creation partnership that built brand awareness and social followers.
We crafted the entire brand ecosystem, including positioning, voice and tone, brand guidelines, brand photography, and social strategy. Our integrated campaign rolled out on display, paid social, pre-roll video, and in-store POP.
We also launched the social channels and continued as social AOR, creating monthly content and managing creators.
The results:
Influencer content generated the highest engagement per mention at launch and outperforming all Heineken brand portfolios.
Creative Director: Carrie Barr, Group Creative Director: Kevin Green, Creative team: Chris Le, Brian Cariaga, Pardee Bridget, Meriam Raouf, DeChazier Stokes-Johnson, Strategists: Lani Tuitasi, Alexandre Carney, Social: Ashlyn Whittington, Sammie Ho, Influencer: Lindsay Calabrese, Joanna Silva, Producer: Zack Williams, Director: Christopher Nataani Cegielski, Photographer: Cody Guilfoyle, Influencer Kit Production: Shelley Otto, Kelly Woo.
Work created at Cashmere Agency