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Wieden+Kennedy Portland
In 2023 Arizona Iced Tea and Vacation Inc. came out with beverage in spired SPF lip balms. Although the concept of miniature drink-flavored lip balms isn't groundbreaking, the refreshingly nostalgic creative execution is. To lean into both Arizona Iced Tea and Vacation Inc.’s retro brand aesthetics, we created a socially led film and accompanying ‘print’ ads in the style of familiar 90s beauty ads. The ad serves as a time machine, transporting us back to the world of retro beauty and high fashion. The launch film instantly evokes a sense of nostalgia, reminiscent of watching a beauty commercial during breaks between episodes of your favorite Friday night show.
AriZona and Vacation Inc. represented 2 distinct eras and price points: luxury versus affordability. To engage diverse social audiences, we focused on three objectives:
Create a film that two social audiences would connect with in order to drive sales
Marry time, luxury, and heart of the products
Stay under $65,000 including all licensing, talent, and production costs
Despite the challenge, our small team approached it with enthusiasm, by viewing it as an exciting opportunity to showcase the collaboration between 'World’s Best best-smelling sunscreen' and the World’s Most Iconic Canned Iced Tea, all while benefiting a small and up-and-coming business we don't usually have the opportunity to help.
Remaining faithful to the brands, we identified their cores, preserving Vacation’s retro AD and writing Don Vultaggio as our main character. We merged these approaches by treating the lip balm like a high-end lipstick ad from the 90s.
Despite budget constraints, we turned internally for solutions, from casting to location. We shot within the agency’s basement, cast internally, and borrowed clothing. Thrift stores provided props, & a local makeup artist recreated 90s looks.
Media attention: Forbes, Elle, AdAge, PopSugar, Trend Hunter.
Engagement: @tate.edgin: total time warp, i love it!
@acevvvedo: The fact you guys got Don on this
@tioleo.co: This hurts my heart in the best way possible
Important cultural context is needed in order to understand the heart of both of the brands that are intermingling within this spot.
AriZona Iced Tea was crafted into the 90s and it is famously credited for keeping it’s price of 99c since 1992. It’s popular for being a humble brand with iconically delicious iced tea.
Don Vultaggio is the CEO and founder of AriZona Iced Tea, and has a cult following for being a regular guy who loves to wear shorts, and doesn’t act condescending.
Vacation Inc. is an 80s-inspired sunscreen brand based in Miami Beach. They are known for being higher-scale beauty products alongside their excellent consistent retro branding.
AI was not used in any portion of the creation of this project.
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