Vizzibility Project
Vizzy Hard Seltzer
Client name
MOLSON COORS BEVERAGE COMPANY
Program name
VIZZIBILITY PROJECT
Date MAY TO SEPT 2021
Challenge & Goal After launching in the US in 2020 with a focus on the LGBTQ+ Community, Vizzy wanted to make a similarly bold entrance to Canada. The problem? 2021 was the year of seltzers. Other hard seltzers were launching here at the same time and quickly crowding the category. Vizzy needed to stand out by standing up for something.
INSIGHTS & STRATEGY The Seltzer category is a ‘sea of sameness’, where brands often focus on what their product doesn’t have, like sugar. So Vizzy did the opposite and focused on what it does have – Superfruit Acerola Cherry and a commitment to positivity. Research taught us that 70% of Canada’s LGBTQ+ feel misrepresented in the media, and Vizzy knew it had to help by driving celebration and acceptance—for the Community, from within the Community
EXECUTION To showcase the talent of the LGBTQ+ community, Vizzy partnered with Canada’s Drag Race winner, Priyanka, to create the brand’s first-ever Community Impact Director role. Vizzy and Priyanka, along with nonprofit Queer Collective, launched the Vizzibility Project – a one of a kind artist grant program designed to inspire creativity, invite marginalized creators to apply, and elevate the #Vizzibility of Canadian LGBTQ+ artists.
Results & Impact
125% of impressions goal
41MM impressions, 1,100+ social hits, 122 traditional pieces of coverage, 32 unique features
#1 Hard Seltzer
with 44% on-premise market share in Ontario within first month of launch
#2 Hard Seltzer
at The Beer Store and Couche-Tard within first month of launch
Most Impactful
product launch in the Quebec Indy convenience channel in a decade
84
long-form video applications from artists across 10 provinces in multiple languages
