Having already launched in the US with a focus on the LGBTQ+ Community, Vizzy wanted to make a similarly bold entrance in Canada. Problem was, other hard seltzers were launching here at the same time. Vizzy needed a strong point of view to stand out in a crowded category.

The Seltzer category is a ‘sea of sameness’, where most brands focus on what they don’t have. So Vizzy Hard Seltzer did the opposite and focused on what it does have - Superfruit Acerola Cherry and a commitment to positivity.

When research uncovered that 70% of Canada's LGBTQ+ feel misrepresented in the media, Vizzy knew it had to help the Community flaunt its talents too. Armed with this insight, Vizzy's strategy was to drive celebration and acceptance for the Community, from within the Community through the power of art, bringing their target market to the table to ideate with them.

To bring attention to the talent of the LGBTQ+ Community, Vizzy's first act was to partner with an authentic ally who understood first-hand what it felt like to be under-represented, and created the brand’s first-ever Community Impact Director role. Hot off her win of Canada’s first season of Canada’s Drag Race, Priyanka offered a platform that aligned with Vizzy’s values, striking a perfect balance with the brand’s focus on positivity and inclusivity. They tapped her explosive profile, and together developed a multi-faced program that promoted long-term visibility for the LGBTQ+ Community.

In partnership with notable nonprofit Queer Collective, Vizzy and Priyanka launched The Vizzybility Project, a one of a kind artist grant program designed to inspire creativity, invite marginalized creators to apply, and elevate the #Vizzyblilty of Canadian LGBTQ+ artists.

Before cans even hit shelves, they started building buzz. They teased their arrival and sent out hundreds of kits to influential tastemakers, treating them to the first sips of Vizzy in Canada along with a personalized note from Priyanka to tease that something bigger was coming. And it was.

At launch, they got people talking with a widespread media tour that resonated far beyond typical food & drink columns, blasting the news across mainstream, digital, and LGBTQ+ media outlets. They tossed the typical media alerts and interview outlines out the window and opted for glitter nails, a custom Vizzy drag look, and one head-bopping anthem that solidified Vizzy as THE seltzer of the summer. Priyanka and Vizzy took over eTalk, she co-hosted ET Canada, landed the cover of ELLE Canada, and caught the attention of international press resulting in a main page feature in Forbes.

Social media also served as the playground for real-time visibility and participation. Just days after the campaign launch and Priyanka dropping her very own music video supported by Vizzy, fans were treated to a pop up Q&A on Priyanka’s Instagram channel to chat about all things #Vizzybility and the importance of supporting LGBTQ+ artists. Thousands of Canadians tuned into the IG live, resulting in a groundswell of social sharing, including hundreds of social posts featuring the campaign shared by influential voices and consumers alike.

They achieved 125% of impressions goal (45MM impressions, 300+ social hits, 127 traditional pieces of coverage, 32 unique features), were the #1 Hard Seltzer with 44% on-premise market share in Ontario (double nearest competitor) within first month of launch, the #2 Hard Seltzer at The Beer Store in Ontario and Couche-Tard in Quebec within the first month of launch, and it was the most impactful product launch in the Quebec Indy convenience channel in a decade. They saw 84 long-form video applications from artists across 10 provinces in multiple languages, resulting in a breadth of conversation, proving that the LGBTQ+ Community saw, heard, and loved their call to action.