Sazerac’s 99 Brand Summer Seltzer Program

Why

Millennial consumers were more eager than ever before to get back out and socialize during the summer season and were often topping off their hard seltzers with flavored liquors to get the party started.

What

Create a 360 program that would appeal emotionally to this consumer, using promotional hooks as incentive to stock up on the portfolio of 99 Brand for their seltzer top-off behaviors.

How

Develop a seasonal program with cues to 90s nostalgia, including fun gifts-with-purchase and promo offers that drive transactions. Design disruptive modular solutions to fit each channel and retailer space.