Originally Published by Alex Parker at Beer and Beyond : https://www.molsoncoorsblog.com/vizzy-orange-cream-pop
Vizzy Hard Seltzer is bringing a taste of nostalgia this summer with the launch of its new Orange Cream Pop flavor, available for a limited time beginning May 15.
“We know there’s a real affinity among consumers for nostalgic flavors, and nothing says a taste of summer more than orange cream pop,” says Liz Cramton, Molson Coors Beverage Company’s director of marketing for hard seltzers. “Vizzy Orange Cream Pop is a throwback that delivers that distinct flavor we all remember.”
At 4.5% alcohol by volume, Vizzy Orange Cream Pop is sold in 12-packs of 12-ounce slim cans and lands with 90 calories, 1 gram of carbs and 1 gram of sugar. Its creamy orange-and-vanilla aroma calls to mind sticky summertime sidewalks, and its punched-up flavor is what consumers expect from Vizzy, Cramton says.
“You know you’re going to get amazing, bold flavors when you crack open a Vizzy. Orange Cream Pop is no exception, and we expect it’s going to be a hit this summer,” she says, noting distributor orders have exceeded the brand’s expectations.
Nostalgic flavors are trending on social media, in kitchens and on retail shelves – including the orange cream pop flavor. Videos tagged #orangecreampop and #orangecreamsicle have racked up tens of millions of views across social media platforms. And a 2021 study from Mintel found 76% of American consumers aged 25 to 44 said they liked products that reminded them of the past.
Vizzy Orange Cream Pop hits shelves in brilliant orange packaging, joining a refreshed Vizzy lineup complete with new packaging that gives each of its four variety packs a distinct look. Its two primary variety packs, Vibrantly Tropical and Refreshingly Berry, have updated flavors, while its Tangy Lemonade and Mimosa variety packs stand out with bright yellow and magenta packaging, respectively. The new packaging is designed to make it easier for shoppers to find, and ultimately choose, Vizzy, Cramton says.
Cramton says retailers that include Orange Cream Pop in Vizzy floor displays have the biggest opportunity this summer. Vizzy is 2.5 times more effective than the seltzer segment as a whole when it’s on display or feature during the summer months, she says, citing Circana/IRI data from 2022.
The launch of Orange Cream Pop also heralds the kickoff the brand’s new campaign, “Flavor For Every Vibe.”
The campaign includes a new TV spot, which debuted last week during the Professional Pickleball Association’s tournament, as part of the brand’s partnership with the league. It’s slated to air through the spring and summer, including during this weekend’s pro football draft coverage.
The 15-second ad, as well as 6-second versions, will be seen on TV, digital and social platforms, part of the brand’s increased media investment this year. The campaign, as well as Vizzy’s pickleball partnership, will also appear in out-of-home ads, as well as with influencers.
“There’s a huge opportunity with Vizzy this summer. We think Orange Cream Pop is going to fly off shelves, and when we can get it on display with other Vizzy flavors, they’re going to work harder together,” she says. “We think it’s going to be Vizzy’s biggest summer yet.”