In 2022, The MTV brand granted the usage rights for a global first for the brand – A hard seltzer rooted in pop culture “Juicy Shore”. During this “Summer of Seltzer” we were competing against 100+ new ready-to-drink offerings, all vying for the same coveted spot…the consumer’s basket during the May long weekend.

To earn a year-long spot on the liquor store shelf we needed to drive impressions by creating something unique and unignorable.

To do this, In collaboration with The Influence Agency, we developed an influencer marketing campaign targeting various Toronto “makers” asking them to show off the ways they get creative with the Juicy Shore brand.

We partnered with a local artist and commissioned her to make an evening bag using the cans. We reached out to a local restauranteur to develop a cocktail featuring the seltzer. We teamed up with sketch comedians and one of Canada’s Drag Race finalists who capped off our social launch with a YETI cooler giveaway.

The campaign drove a total of 2.1 million impressions while associating the brand with some of the most talented locals in the city and most importantly earned MTV Hard Seltzer a permanent spot on the shelf so our fans could take a trip to the Juicy Shore all year long.

Collaborators

Agency: The Influence Agency

Talent from left to right: Tynomi Banks, Natalya Amres, Austen Alexander, Evelyn Chick, Kyle Salive, Marina Santarossa, Sonakshi Sharma