HARMLESS HARVEST

SUMMER 2021 ‘THIRSTY’ CAMPAIGN
Every summer people are hot and thirsty. But after a long pandemic lockdown people were emotionally thirsty too. Thirsty for socializing, activities, friends, all the things. So for a coconut water that’s filled with electrolytes (and double entendres) we decided to hydrate Los Angeles by way of out of home. And nationally via digital, social, and influencer.

AdWeek: Harmless Harvest Dubs This the “Thirstiest Summer in History’ in Playful New Campaign

Social Ads

For national reach, we ran ads on Instagram and Pinterest.

Influencer

Partnered with 20+ influencers to ‘flood the feed’ in the beginning of Summer to kick off the campaign by telling everyone what they were thirsty for this summer (and to text the thirst line).

the ‘thirst line’

Through influencer and Out of Home, we encouraged people to text the “Thirst Line” for 20% off and a Harmless Harvest mocktail recipe.