When Vizzy came to the Canadian market in 2021, Molson Coors promised it was “going big” with what it called a core pillar in the company’s transformation into a beverage business beyond its core product of beer.
Now, after launching with five SKUs in standard fruit flavours, its is continuing the colourful, fruity approach with new Vizzy Mimosas, complete with citrus-centric packaging.
The brand is once again going big with large, conspicuously colourful shopper marketing materials at conventional alcohol retailers until mid-June.
As part of its marketing mix, point-of-sale is very important to meet consumers where they are making purchases, explains Molson Coors’ Michelle Sowinski, senior marketing manager for the seltzer and flavour portfolio.
She tells strategy the “go big” approach is part of an attempt to breakthrough the sea of category sameness and all the different flavours and colours.
“We only have a split second to get attention,” Sowinski says.
Available in four mimosa-inspired dual flavours (Pomegranate Orange, Pineapple Orange, Strawberry Orange and Peach Orange) each of which is meant to extend the Vizzy brand into a different usage occasion – brunch, a counterpoint to the summer afternoons and evenings where seltzers are normally consumed.
“The cadence in which we innovate right now feels really right,” Sowinski notes, saying it brings in one pack innovation per year, and that going into spring and the next summer, it is looking for the next new thing. Flavour is the top purchase driver of seltzer, Sowinski says, which makes innovation “non negotiable.”
The launch of the new line comes at a time when the company also recently innovated its Coors Seltzer, recently coming to life tapping convenience store nostalgia for a slushy seltzer.
According to Molson Coors, along with portfolio mate Topo Chico Hard Seltzer, Vizzy has helped the company achieve the fastest-growing seltzer-RTD portfolio in the U.S. Domestically, the company claims a 15% share of the total seltzer market.
Barrows is the agency behind the POS assets. Citizen Relations is providing campaign support.
