The media buy for the new campaign includes TV programming during March Madness and “Saturday Night Live,” as well as shows on E, Food Network, MTV and Bravo. The plan also includes radio, digital video, podcasts, paid and organic social media, influencer marketing and retail marketing.
Vizzy is also staging a brunch event in Los Angeles on March 19 that will include performances by drag superstars Morgan McMichaels, Foxie Adjuia and Honey Davenport.
With the campaign, “we’re taking these seemingly ordinary situations in the campaign, and making them shimmer with a touch of the unexpected,” Liz Cramton, director of marketing for Vizzy Hard Seltzer, said in a statement.
Vizzy Mimosa might not be the last orange juice-alcohol product from Molson Coors. The company recently struck a deal with Coca-Cola Co. to use its Simply brand—which is best known for juice—for a new line of Simply Spiked Lemonade canned drinks. While the initial lineup does not include orange juice, Molson seems intent on growing the brand. “You can expect more from us in the future,” Chief Marketing Officer Michelle St. Jacques recently told Beer Business Daily.