From Miller Coors & Alex Parker:
If Vizzy Hard Seltzer has its way, brunch will never be the same.
With this week’s launch of Vizzy Mimosa Hard Seltzer, the hard seltzer brand from Molson Coors Beverage Company is eyeing new drinking occasions as it introduces its fifth variety pack, which includes four flavors: Strawberry Orange Mimosa, Pineapple Orange Mimosa, Peach Orange Mimosa, and Pomegranate Orange Mimosa.
In conjunction with the launch, Vizzy also is kicking off a new North American marketing campaign for 2022 dubbed “Iz a Vibe,” which includes a pair of new national TV spots, digital and social media, and out-of-home and point-of-sale advertising.
The TV spots are slated to air during college basketball’s widely watched national tournament in March. It’s also working with celebrity platform Cameo to tout Vizzy to legal-age consumers on Snapchat.
“No one’s ever been sad drinking a mimosa. It’s a cocktail that brings joy and sparks energy and positivity — just like Vizzy. In short, it’s the perfect space for Vizzy,” says Liz Cramton, Molson Coors’ director of marketing for Vizzy Hard Seltzer.
At 100 calories, zero sugar and 5% alcohol by volume, Vizzy Mimosa Hard Seltzer contains antioxidant vitamin C and is made with fruit flavors and real orange juice. It is the first mimosa-inspired hard seltzer available nationwide. Cramton calls the beverage a “fresh twist” on the traditional mimosa and says it will play well in multiple drinking occasions.
“People are going to pick up Vizzy Mimosa for tailgating, backyard barbecues and brunch, of course,” she says. “It’s also unique because it provides a big opportunity for the on-premise. Whether it’s served at brunch, during patio season or at sports bars, Vizzy Mimosa lends itself to so many occasions.”
The brand’s new North American TV spots for 2022, which launch this week, include an ad dedicated for Vizzy Mimosa Hard Seltzer that features an extravagant brunch, complete with a tower of glasses dripping with Vizzy Mimosa Hard Seltzer, floating bubbles and an acrobat swinging from a vine.
A second spot aims to showcase Vizzy’s bright disposition – the centerpiece of its “Iz a Vibe” campaign, which positions Vizzy as a positive influence on everything around it.
It plays into the notion that Vizzy makes everything a little extra: “The sun is out, the music is in your control, your crush is here. The vibe is good,” a narrator says as the camera scans a lively pool party.
“Vizzy brings positivity, optimism, fun and inclusion wherever it is. Everything Vizzy touches becomes a vibe, and the ads really bring that to life,” Cramton says.
The campaign represents a departure from the brand’s early work, which focused on introducing drinkers to the brand and showcasing its attributes. Now that Vizzy is an established player in the U.S. hard seltzer space, it’s seeking to firm up its identity as a drink that “brightens drinkers’ daily lives and adds that extra twinkle that makes everything more special,” Cramton says.
Vizzy Mimosa Hard Seltzer and the “Iz a Vibe” campaign arrive as Vizzy has maintained growth and momentum despite an overall slowdown in the U.S. hard seltzer segment.
Last year the segment grew a respectable 13%, per IRI data, but that’s a far cry from the triple-digit growth it posted in 2020. Yet, despite the slowdown, Vizzy has soared, growing 85%, making it the fastest-growing top hard seltzer brand in 2021.
And while leading hard seltzer brands were forced to destroy excess inventory and other big bets fizzled, Vizzy has risen to become a top-5 hard seltzer brand across the U.S. and Canada, according to IRI and and internal data. It’s riding a steady pattern of growth thanks to the strength of its two core variety packs, as well as lemonade and watermelon variety packs.
Its running mate, Topo Chico Hard Seltzer, is surging as well, thanks to its national release in January and the launch of its signature bottles in select markets. The brand also recently introduced Topo Chico Ranch Water Hard Seltzer and is releasing a margarita variety pack this spring.
“We’ve been able to really differentiate our products and find a unique space in the category,” Cramton says. “That’s why consumers keep coming back.”
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