AriZona Tea Campaign Creative
In a Creative Strategy course, I developed campaign materials for a new flavor of AriZona Tea. My work included crafting a unique flavor profile, designing rough mock-ups for eye-catching product packaging and billboard ads, and writing the script for a 60-second radio spot. Custom images for this project were created by Quinn Pierce based on my concept.
The ready-to-drink tea market is continually expanding, with a steady 4.5% compound annual growth rate projected from 2023 to 2033. There are a variety of factors that lead to the increased interest in ready-to-drink tea products. Still, the most significant factors leading to this growth are the confluence of busier schedules, increasing convenience food purchases, and an increasingly health-conscious market less interested in carbonated beverages. There are several opportunities for staking a more substantial claim in the market, most notably harnessing the increased interest in unique tea flavors. AriZona’s Watermelon White Tea offers an excellent opportunity to market a new flavor. We will target college students and use a straightforward approach and aesthetically pleasing branding to convince them to try AriZona’s latest flavor.
To generate interest among 18 to 24-year-olds in trying AriZona’s Watermelon White Tea by inspiring a feeling of escapism, fun, and simplicity.
This campaign targets college students aged 18-24, which lands solidly within Gen-Z. Gen-Z accounts for an astounding 40% of global consumers, and over 70% of them have a stable source of income. They don’t tend to impulse buy; they typically only purchase products when needed. Gen-Z is also highly sensitive to intentionally pandering advertisements that may appear performative, preferring genuine and straightforward advertising. 59% of Gen-Z purchasers buy products based on the recommendations of friends and family, and 54% will buy a product simply based on seeing a friend or family member using said product. Most significantly, to this campaign’s angle, 68% of Gen Z adults feel very or somewhat stressed about the future. All these facts considered, a simple advertising campaign utilizing nostalgia, escapism, and a simple aesthetically pleasing presentation will be used.
Two significant competitors to AriZona beverages are Snapple and Pure Leaf, owned by PepsiCo. Snapple positions itself as sustainable and all-natural. It has recently emphasized the trendy presentation of flavor combinations, such as its new “Elements” beverages, with each drink labeled as a different element containing a specialty flavor combination. Pure Leaf positions itself as natural and leans less into trends than Snapple. They promote based on their use of no artificial flavorings and emphasize “Real” on the front of their packaging to set themselves apart. AriZona’s simple and straightforward messaging sets them apart from the angles of their competitors, but most importantly, the price makes it the best value. Snapple’s Elements Earth tea sells at $0.14 per fluid ounce, while Pure Leaf Raspberry sells at $11.8, and AriZona Green Tea with Ginseng and Honey sells at a market-breaking $.05 per fluid ounce, beating out their competitors in value.
Considering the clutter in the market of gimmicks and AriZona’s unparalleled value, I propose the following positioning statement. “At AriZona Beverages, we make tea. No fuss, no fanciness, no gimmicks. We provide quality beverages to customers at a low price and provide value they can rely on.”
This campaign will be using a resonance approach. By equating the taste of AriZona Watermelon White Tea to summer, relaxation, fun, and a reprieve from day-to-day life, this campaign attempts to harness interest by appealing to Gen-Z’s preference for simplicity in advertising and their need to relieve stress. In contrast with the strategy of competitors that offer highly gimmick-laden drink flavors and lofty claims about the “all-natural” ingredients in their drinks, this campaign will simply communicate the flavor of the drink and the feelings that the flavor evokes. Creating aesthetically pleasing can and campaign materials increases the likelihood of inspiring user-generated content that appeals specifically to Gen-Z.
AriZona Watermelon White Tea costs less than competitors and tastes like summer vacation.
Consumers should believe the campaign messaging because it is uncomplicated and honest. They will buy the drink because it costs less than its competitors and has a nostalgic and enjoyable taste. Further advertisements should emphasize the beverage’s price point and underline the message’s simplicity.
Pick up an AriZona Watermelon White Tea the next time you shop for a beverage.
The tone of the writing and imagery should be laid back and casual and resemble how friends would speak with each other. Imagery emphasizes the freshness and fun of a summer flavor by utilizing green and pink, both considered relaxing colors in advertisements. A mandatory element of all campaign imagery is the display of the can for the sake of recognition. The goal is for consumers to purchase AriZona Watermelon White Tea the next time they buy a convenience drink, which means they need to recognize the packaging.
Length: 60 seconds
SFX: (COLLEGE CLASSROOM CHATTER, PROFESSOR SPEAKING) (:03)
STUDENT: (Young man, neutral) God, I wish I could get out of here.
SFX: (CHATTER CUTS OUT TO ECHOING DISTANT HARP SOUNDS) (:03)
ANNCR: (Man, deep voice, suave) Cheer up, kid. You look like you could use a drink.
SFX: (SOUND OF CAN OPENING) (:01) (SOUND OF SPRINKLERS RUNNING, CRICKETS CONTINUE UNDER DIALOGUE) (:48)
ANNCR: You’ve got a lot to deal with, kid. Why don’t you take a load off? Remember the good old days? No responsibilities, no one breathing down your neck? It was just you and the bugs and the sprinklers in the yard.
STUDENT: (Confused) What just happened? I’ve got an exam! Where’s my class?
ANNCR: (Unbothered) That’s the power of new AriZona Watermelon White Tea. It’s the taste of summer. And it’s the best value ready-to-drink tea on the shelf.
STUDENT: (Angry) I’m going to fail out of school! Take me back right now!ANNCR: (Calm) In that case, I can take that tea off your hands.
STUDENT: (Calm, pauses before replying) I mean, if it’s summer then technically… class isn’t in session, right?
ANNCR: (Long, drawn out, unconvincing) Right.
SFX: (ACOUSTIC GUITAR JINGLE) (:05)
ANNCR: New AriZona Watermelon White Tea. Get lost in the taste of summer.
