The strategy for launching Arizona Whipped Pineapple is crafted to create buzz and drive engagement both pre-launch and beyond. Initially, anticipation is built by teasing out mysterious elements through social media and emails, allowing Club Zona members to feel a sense of exclusivity. For example, a countdown to the "First Sip" event keeps potential customers eagerly waiting, while interactive social media quizzes engage consumers further.
Upon launch, urgency is heightened through bold social media announcements and influencer collaborations. The synchronized influencer blitz and virtual tasting events for Club Zona members amplify excitement. A strategic partnership with 7-Eleven is leveraged to maximize reach, encouraging consumers to share their experiences.
The plan sustains engagement throughout the summer by organizing pop-up events and loyalty programs. Creative storytelling through content and contests keeps the Whipped Pineapple at the top of consumers' minds. Surprise appearances and summer packs reinforce the position of the drink as a summer staple, ensuring long-lasting consumer interest.
The strategies
⛳️ Strategy 1: Build Anticipation with a Pre-Launch Tease
- Develop a teaser campaign highlighting mysterious elements of Whipped Pineapple drink
- Use social media channels to drop hints about the flavour without fully revealing it
- Announce a countdown to the 'First Sip' event for Club Zona members on social platforms
- Send exclusive sneak peeks to Club Zona members via email, creating a sense of exclusivity
- Engage audiences with interactive social media posts, such as quizzes or polls about the new flavour
- Plan a social media challenge with a specific hashtag to generate buzz and user-generated content
- Coordinate with influencers to create content featuring the hint drops across platforms
- Leverage the wrapped car for short digital teaser videos revealing glimpses of the design
- Launch a mystery online mini-game related to the Whipped Pineapple theme to boost engagement
- Initiate a targeted digital ad blitz teasing the upcoming flavour launch
⛳️ Strategy 2: Maximize Launch Impact and Drive Urgency
- Initiate a bold social media announcement revealing the Whipped Pineapple flavour with captivating visuals
- Coordinate a synchronized influencer blitz on launch day to maximise reach and amplify excitement
- Deploy targeted paid media ads on Meta, TikTok, and X, highlighting 'First Sip' access and 7-Eleven availability
- Host a virtual 'First Sip' tasting event for Club Zona members, ensuring a sense of urgency and exclusivity
- Utilize the wrapped car for a travelling launch event, visiting 7-Eleven stores in key markets with tasting sessions
- Schedule a series of digital reminders across platforms about the imminent availability at 7-Eleven
- Encourage Club Zona members to share their 'First Sip' experience on social media with a branded hashtag
- Collaborate with influencers to stagger kit rollouts tied to Club Zona invitations and retail availability
- Execute a 'limited time only' campaign for early adopters to share experiences to drive urgency
- Incentivize 7-Eleven purchases with a retail-exclusive reward point bonus for Club Zona members
⛳️ Strategy 3: Sustain Engagement and Extend Campaign Longevity Throughout Summer
- Continue posting creative content across platforms showcasing summer-themed ways to enjoy Whipped Pineapple
- Introduce weekly social media challenges or contests using Whipped Pineapple in creative recipes or settings
- Organise pop-up tasting events at strategic 7-Eleven locations with themed activities over the summer
- Develop a user-generated content campaign encouraging consumers to share their Whipped Pineapple moments
- Engage popular lifestyle influencers for ongoing partnerships promoting Whipped Pineapple as a summer staple
- Run a loyalty programme through Club Zona with exclusive summer merchandise drops and discounts
- Utilize the wrapped car for surprise appearances at summer events, festivals, and gatherings
- Collaborate with 7-Eleven for 'summer packs' with exclusive offers for Whipped Pineapple purchases
- Keep digital ads fresh, introducing new creative tied to summer fun and the refreshing aspect of the drink
- Plan an end-of-summer grand prize drawing for Club Zona members who frequently engage with the product
Bringing accountability to your strategy
It's one thing to have a plan, it's another to stick to it. We hope that the examples above will help you get started with your own strategy, but we also know that it's easy to get lost in the day-to-day effort.
That's why we built Tability: to help you track your progress, keep your team aligned, and make sure you're always moving in the right direction.
Give it a try and see how it can help you bring accountability to your strategy.
