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Millennial Media Opps: AriZona Hard Iced Tea launches roller blades amid significant digital spend increase

Just in time for the final days of summer, AriZona recently launched a 90s-inspired line of retro AriZona Hard Iced Tea roller blades. This is the last of three 90s-inspired drops; they are part of a larger campaign designed to celebrate that decade. The campaign relies heavily on nostalgia marketing, which will come in handy as AriZona continues investing in connections with nostalgic millennials.

So far this year, Pathmatics reports the brand has spent roughly $1.5m on digital ads, already 25% more than the roughly $1.2m spent in all of 2021. AriZona's approximate full-year 2021 spend ($1.2m) reached around 6x that of $209.2k in 2020. The iced tea brand has earned ~190.5m digital impressions YTD, 54% via Facebook ads and 46% via Instagram ads.

As I briefly mentioned, AriZona is primarily targeting millennials right now. This audience tends to respond well to nostalgia marketing (more here). This audience will likely also respond well to the increased digital spend and reliance on paid social.

Agency & martech readers - We still haven't heard of any additional roster shift since AriZona's parent company, here.