Growing up is never easy, but AriZona Beverages is reminding us that adulthood doesn’t have to mean giving up the things that spark joy, like good ol’ nostalgia.
Treating adults to a much needed drink this summer, the brand is launching AriZona Hard in Quebec, spikes the iconic iced tea with 5% alcohol. To celebrate the launch, the brand invited Quebecers to live out their ’90s dreams at “Salon AriZona,” where they could get their hair dyed in bold colors reminiscent of the brand’s cans while surrounded by funky furniture.
In collaboration with creative agency Mischief, the experiential moment immersed consumers in the styles and flavors of the ’90s while introducing a fun new product.
“Since we know how much Quebecers enjoy AriZona’s nostalgic tea drink, we’re excited to finally provide them with AriZona Hard, a beverage that fits their lives today,” Michelle Sowinski, senior marketing manager at Molson Coors, said in a statement. “With Salon AriZona, we hope to take people back to a not-so-distant era and toast to adulthood!”
AriZona Hard features an alcoholic spin on green tea, lemon iced tea and peach iced tea. Though the alcoholic product is available only in Canada and the event itself took place in Montreal, the cultural significance of the AriZona brand extends across the continent. For the brand, the retro salon space included all the things needed for a good throwback featuring colorful designs, floral merch and ’90s music.
Forever ’90s
Whether it’s a movie, a song, a food, a toy or even a simple logo, ’90s nostalgia is continues to pop up in a variety of ways, from series reboots to product revivals. However, for AriZona, the message goes beyond a ’90s throwback. The brand also wants to focus on the evergreen excitement of growing up.
“AriZona was an iconic part of living in the ’90s,” Vanessa de Beaumont, senior copywriter at Mischief, said in a statement. “We want to celebrate that by reflecting on the best of the ’90s but also cherishing how great it is to be grown up. It’s independence. It’s making your own decisions, just because you can. And in some cases, it’s doing things you were previously told you couldn’t do.”
You can find AriZona Hard at participating convenience and grocery stores in Canada.
