Simply is celebrating its 21st birthday with a boozy national campaign
Simply Spiked Lemonade wants to help people have a ‘juicy’ night out
Coca-Cola Co.-owned brand Simply is celebrating its 21st birthday by launching its first national campaign for Simply Spiked Lemonade, which hit shelves five weeks ago.
The boozy beverage is a collaboration between Molson Coors Beverage Company and Coca-Cola. The campaign was done by lead agency of record Mischief and includes six and 15-second spots.
It features a video of an animated person made completely out of fruit with a voiceover explaining that the drink is made from real fruit “that left the farm.” The fruit figure makes its way down a busy street full of nightlife before gliding into a club, ending with the campaign's tagline, “It’s getting juicy.”
"It's a lot of fun to be part of the cultural groundswell Simply Spiked Lemonade has been brewing—people are genuinely really excited about it," said Greg Hahn, Mischief co-founder and chief creative officer.
The beverage comes in 12-pack cans as well as 24-ounce standalone cans with flavors such as lemonade, blueberry lemonade, strawberry lemonade and watermelon lemonade. It contains 5% alcohol by volume and is made from fermented sugar. Since going on the market this summer, Simply Spiked Lemonade has sold over six million cans and earned a 3.6 dollar share of the flavored malt beverage segment, according to IRI multi-outlet and convenience store data.
The campaign will appear on primetime national television, radio, streaming and online video, podcasts and paid social media posts.