The Definitely Over 21 Party Celebrates HARD MTN DEW Livewire
Michael Hemsworth — March 1, 2023 — Marketing
References: DefinitelyOver21 & prnewswire
The Definitely Over 21 party is being thrown in celebration of the new HARD MTN DEW Livewire alcoholic beverage as a seniors-only event to help get the word out about the new refreshment.
The event is taking place at a retirement community in Florida where guests must be 55 or older to attend, but will also include one lucky member of the HARD MTN DEW Nation community who wants to party it up with seniors. The brand is offering consumers the chance to plead their case as to why they want to spend their spring break partying at a retirement community. The winner will receive a trip to the party or themselves and a guest with roundtrip airfare, a two-night stay, transportation and $1,000 to spend.
Senior Brand Director for HARD MTN DEW, The Boston Beer Company Erica Taylor spoke on the Definitely Over 21 party saying, "To launch new HARD MTN DEW Livewire, we're inviting fans to celebrate spring break with us in the least conventional way possible. In the one place synonymous with both oranges and everyone being definitely over 21, we're ready to party like only HARD DEW can."
The event is taking place at a retirement community in Florida where guests must be 55 or older to attend, but will also include one lucky member of the HARD MTN DEW Nation community who wants to party it up with seniors. The brand is offering consumers the chance to plead their case as to why they want to spend their spring break partying at a retirement community. The winner will receive a trip to the party or themselves and a guest with roundtrip airfare, a two-night stay, transportation and $1,000 to spend.
Senior Brand Director for HARD MTN DEW, The Boston Beer Company Erica Taylor spoke on the Definitely Over 21 party saying, "To launch new HARD MTN DEW Livewire, we're inviting fans to celebrate spring break with us in the least conventional way possible. In the one place synonymous with both oranges and everyone being definitely over 21, we're ready to party like only HARD DEW can."
Trend Themes
1. Senior-targeted Marketing - There is potential for more brands to create ad campaigns geared specifically toward seniors, as the elderly demographic continues to grow in importance.
2. Unique Product Launch Events - Brands can generate excitement and buzz around new products by hosting events targeting a specific age group, location, or interest area.
3. Collaborations with Niche Communities - Brands could partner with niche communities (such as retirement communities) to more closely connect with and tap into specific consumer groups.
Industry Implications
1. Alcoholic Beverages - Brands in this industry could consider targeting seniors and finding unique ways to market to this demographic.
2. Retirement Communities - Collaborations with brands targeting seniors could provide an opportunity for retirement communities to offer unique experiences for their residents.
3. Travel and Tourism - The idea of hosting events that are specific to a certain age group or demographic could provide opportunities for travel and tourism companies to package and sell unique experiences.
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