Case Study: AriZona Hard boosts sales and engagement with Citizen Relations

AriZona Hard sells out limited-edition bikes in under 60 seconds with Citizen Relations

Citizen Relations partnered with AriZona Hard, a brand from Molson Coors, to address the challenge of increasing repeat purchases for its hard iced tea. The brand needed to move beyond its initial nostalgic appeal and show it could offer new, engaging experiences to drive sales.

The solution from Citizen Relations was the creation and promotion of a limited-edition line of AriZona Hard bikes, sold for 99¢ to promote new flavors. This experiential campaign generated immense buzz through media relations and a branded microsite. The results were exceptional, with the bikes selling out in under 60 seconds and driving a 290% sales increase compared to the previous year, alongside millions of earned media impressions for Citizen Relations.

AriZona Hard