Harmless Harvest Dubs This the 'Thirstiest Summer in History' in Playful New Campaign

So much for that Hot Vax Summer, where brands like Extra gum had predicted a post-pandemic environment filled with reconnections on an epic level and Match encouraged singles to "lick every stranger" within reach. Alas, the delta variant sucked much of the romance out of the season. But Harmless Harvest, which makes coconut-based drinks and yogurt, knows that people are still yearning to shake off their quarantine isolation and return to socializing after the long lockdown. In short, y’all thirsty. The organic brand is launching a cheeky outdoor and influencer campaign—complete with a hotline dubbed “the thirst line”—calling 2021 the “thirstiest summer” on record. Sample billboard taglines: “Rehydrate Those Social Skills,” and “A Summer So Thirsty Only Harmless Can Handle It.” But contrary to the hookup-heavy scene many people might have expected, the vast majority of consumers don’t have meaningless encounters on the brain. In fact, they’re thirstiest for spending time with their family and friends, preferably while relaxing on a beach, according to Harmless Harvest’s accompanying poll. The study, conducted this month by Alchemer, found that only 4.8% of participants said they’re thirstiest for getting to know someone new, while another 4.8% said they want to continue to be alone. And, sorry bosses, but just 1% said they want to spend more time with colleagues. (Zoom fatigue is real, and work-life balance is nonexistent.) Though 50% said they were itching to use their stockpiled vacation time as a way to de-stress, preferably at the ocean or another sun-filled spot, only 15% actually have enjoyed any real respite away from the daily grind. About 50% of those people said that instead of taking a full vacation, they’ve gotten only as far as short weekend trips and staycations. The research gathered data from an ethnically diverse mix of adults between 18 and 44 years old from different regions of the U.S., with a 50/50 gender split. Among the study's other highlights: 56% of respondents said they were thirsty to attend concerts and music festivals, movies and live theater, while 32% would be happy just leaving their houses. Still, a surprisingly robust number (37.6%) report that they’re drawn to “just hanging out” at backyard barbecues and small dinner parties, showing that some Covid-19-era behavior could be here to stay, regardless of reopened businesses and rescheduled events. About 34% said they’re slightly more enthusiastic about summer 2021, 23% called themselves “geared up and ready” to re-enter society. But a more modest number, 15%, checked this box: “I want to get out there and do all the things I’ve missed,” signaling a cautious mindset. With its “thirstiest summer” campaign from agency of record Narrative, Harmless Harvest is trying to “quench the literal and proverbial thirst that people are experiencing this summer,” Ben Mand, the brand’s CEO, said in a statement. “This year presents new emotional challenges for people, and we wanted to take the idea of ‘quenching thirst’ one step further.” The brand recruited 34 influencers to weigh in on their thirsty goals—their efforts logged 3 million impressions so far—and created a hotline for consumers to text and receive thirst-quenching recipes and discounts. Out-of-home ads include bus wraps and wild postings. The cheeky tone continues the dairy-free brand’s “Harmless Hits Different” positioning, which debuted earlier this year with a tie-in to the cannabis high holiday, 4/20. Harmless, which joined a number of mainstream brands latching onto the weed event for the first time, gave away themed gift sets of yogurt and mix-ins like truffle cake bites and “sticky icky” chocolate caramels so consumers could “pack the perfect bowl.” WWE Enters Instagram Live Shopping Arena With SummerSlam Superstore Event