Scores of Floridians began lining up lengthy earlier than their neighborhood pool opened, and as soon as it did, they rapidly obtained right down to the enterprise at hand: dancing to reside music, taking group images, doing the limbo and sampling a brand new canned cocktail with a citrus kick.
The current gathering, hosted by Onerous Mountain Dew, had all of the makings of an epic spring break bash. As a result of it was—besides the visitors weren’t millennials in Miami or school college students in Daytona Seaside.
The attendees had been people of a sure age residing in a retirement group within the in any other case sleepy Gulf Coast city of North Port, midway between Fort Myers and Tampa. The residents helped Onerous Mountain Dew launch a brand new taste referred to as Livewire, whereas exhibiting a visiting 34-year-old contest winner how they “Do the Dew.”
The occasion proved at the least just a few factors: Rowdy retirees will not be an city legend, and punctiliously chosen members and a seemingly incongruous location can convey a advertising stunt to wonderful life.
Onerous Mountain Dew’s purpose was to “faucet into the quirky, the sudden and the downright outrageous—and yeah, possibly hoping we make drinkers assume ‘actually?’” Erica Taylor, senior model director, informed Adweek. “It’s all within the identify of giving our followers once-in-a-lifetime alternatives and experiences.”
The “Positively Over 21” occasion, orchestrated by public relations agency Golin, drew greater than 300 residents of the 55-and-over Cypress Falls retirement village. They’re, admittedly, not the bullseye demo for Onerous Mountain Dew.
However a South Carolina man named Brian Anderson does characterize the target market, and he was a key determine on the occasion after successful the journey from the model.
“The very best a part of the day has been assembly all these stunning individuals, having all these conversations with fantastic individuals who know the best way to occasion,” Anderson says on the model’s video, shot on a brilliantly sunny day in mid-March.