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.
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.
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 13%, per IRI data, making it the fastest-growing top hard seltzer brand in 2021.