Peach Responsibly

Challenge The cooler aisle is dominated by legacy players—competitors who control 72% of the market. Even though Molson’s Simply Spiked Lemonade launched strong and experienced the fastest Y1 to Y2 growth in Molson Coors’s history, Simply Spiked remained a challenger in a sea of heritage brands.

INSIGHTS By 2024, the 🍑 (peach emoji) has expanded its meaning beyond the fruit. In fact, 93% of texts using 🍑 are actually referring to butts. This shocked Canadians 60+, but we didn’t want to call them out for not knowing the cultural subtext. Instead, we leveraged the insight and offered an unconventional informational exchange between Gen Z’s and those over 60.

IDEA We launched a text hotline so Gen Z could help older generations “Peach Responsibly” by using the juiciest emojis correctly and avoiding sending risqué texts to the wrong recipient. The Peach Responsibly text line bridged the generational gap in digital communication, and we crafted an engaging video to promote our hotline and provide essential emoji guidance. Collaborating with hilarious macro-creators and nano-influencers, coupled with social media, allowed a new wave of awareness of this humorous dilemma. Simply Spiked Peach made a memorable entrance into the Canadian market.