Everyone’s favorite tea grew up, and we partnered with Arizona Tea to help set the stage for its entry into the seltzer space.

As the category continued to crowd and commoditize, we leaned into what had always made the brand distinctive: real flavor with real character. Instead of chasing trends, we amplified Arizona’s authentic taste profile and paired it with influencers who felt just as genuine, creators whose voices, style, and credibility resonated with an older, more discerning audience.

The launch began with a commercial that positioned these influencers as the voice of the brand, not spokespeople reading lines, but personalities leading the conversation. From there, we extended the work into Arizona Sunrise social channels, giving each creator the freedom to bring their own natural flavor, rhythm, and point of view to the platform.

The result was a campaign that didn’t feel like a brand trying something new; it felt like a brand evolving with intention. Same authenticity. New chapter.