Back in October 2020, Heineken announced it was partnering with Arizona Beverages—purveyors of the popular tall cans of iced tea—to formulate a new hard seltzer. The first campaign for Arizona Sunrise hard seltzer is here and, with the success Arizona has seen on social media, the brands are turning to Instagram micro-influencers, rather than actors or models, to stand out in the competitive hard seltzer category.
The campaign, called “#ForTheReal,” emphasizes that the drink uses real fruit—a way to differentiate the product from others on the market. It comes in grapefruit, lemon, cheery punch and mucho mango with an alcoholic strength of 4.6% in 12-ounce and 19.2-ounce cans—the same size as Arizona’s Iced Tea.
A colorful 30-second spot starts with a voiceover saying, “Here’s to the real ones. Those that don’t follow trends, but set the stage.” Viewers then see the influencers —Alani Figueroa, Alissia Benveniste Schuler-Voith, Champagne Dubois, Chimemeka Ugoji, Eunice Chang, Gilly Moya and Mikey February—immersed in their diverse elements (dancer, painter, guitarist, skateboarder, surfer and more) set against vivid colors and hints of Arizona Ice Tea’s flowery checker and Southwestern designs. The design of the hard seltzer cans is similar to Arizona Iced Tea, but with a giant golden sun rising from red mountains.