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Group745
Group745
Group745
Group745
Group745
Group745
Creative in association withGear Seven
Group745

Don’t Lose Your Head Watching These Fruit Smash Super Hard Seltzer Spots

03/06/2022
Marketing & PR
Los Angeles, USA
1.1k
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CALLEN brings the party in spot directed by Fatal Farm

You’re a grown up now — you don’t need a questionable mixed drink or a faucet of beer through a funnel to have a good time. A new campaign from Fruit Smash Hard Seltzer and CALLEN says that just because your days of sipping jungle juice are over, doesn't mean you can’t party. 

The campaign employs a talking head — literally — to broaden the reach of typical hard seltzers and position the drink as the easiest and tastiest option for anyone looking to have a good time. Fruit Smash Hard Seltzer was introduced in 2021 by New Belgium Brewing. To distinguish the brand in the popular category, Fruit Smash Hard Seltzer is made with real fruit juice and it wasn’t made to sip — it was made to party. 

'Office Party; opens on a scene that should be an office birthday party. The break room is decorated with balloons and a 'Happy Birthday' banner. Party hats and desserts cover the lunch table. The only issue? Everyone looks like they can’t wait for the “party” to be over — until someone opens the fridge and finds a box of Fruit Smash Hard Seltzer. Out from the box pops the head of a hypnotic DJ singing a CALLEN and Future Perfect co-written EDM song about fruit.

The beat of the song fills the room and the office takes on the energy of a nightclub. The lights flash and the employees dance freely. Now it’s a party. The music pauses briefly as a manager swings open the door flashing the Employee Code of Conduct Book – until the Fruit Smash DJ entices him to get a can of his own. The party resumes with the once disgruntled manager dancing on a chair. 


“Oftentimes hard seltzers are positioned as a low-calorie option people reach for because it’s trendy,” says Michelle Robertson, Brand Manager, New Belgium Brewing. “Fruit Smash isn’t about being cool, it’s about bringing our own style of unexpected fun to turn any mundane occasion into a party.” 

The national campaign will appear on social, digital, and streaming channels.

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