This week saw the launch of two marketing campaigns focused on hard-partying senior citizens…which might not sound like a lot, but it’s weird that it’s happened twice in one week. Check out these out-of-the-box campaigns and other stories you need to know in our Weekly Must Reads.

Liquid Death’s New Flavor Has “Grandma Energy”

Liquid Death, a canned water brand known for using parodies and unexpected combinations in its marketing, is launching a new flavor with the help of some rocker grannies. The brand’s new product, Liquid Death Iced Tea, is turning the notion of “your grandma’s energy drink” on its head. Their new spot that features actors playing grandmas who play in a heavy metal band, play pranks, set off fireworks, ride skateboards, and of course, drink Liquid Death Iced Tea. Naturally, the ad was directed by Jeff Tremaine, known best for his long-running work with the Jackass franchise.

Liquid Death has quickly gained traction in the caffeinated beverage market by balancing cliché energy drink marketing tropes against their all-natural, low-caffeine products. Check out the ad and learn more about the brand’s overall strategy here:  https://www.thedrum.com/news/2023/03/01/jackass-director-jeff-tremaine-dials-up-liquid-death-iced-teas-grandma-energy

Hard Mtn Dew Celebrates with “Definitely Over 21” Party

In another campaign highlighting the older demographic, Hard Mtn Dew is celebrating its new Livewire flavor with a “Definitely Over 21” launch party at a retirement community in Florida. The party is exclusively for fans 55 and older, as well as one lucky contest winner who explains how they’ll spend spring break at this hard-partying retirement community at definitelyover21.com. The winner and their guest will receive a free trip to the Florida party, complete with lodging and round-trip airfare.

For Hard Mtn Dew, Florida was the perfect location for the launch of the new orange beverage flavor. It’s simultaneously known as the Orange State, a top spring break destination, and the retirement capital of the world. Find out more about the exclusive party and contest here: https://www.prnewswire.com/news-releases/introducing-hard-mtn-dew-livewire-the-electric-new-addition-to-the-hard-mtn-dew-family-thats-definitely-for-drinkers-21-301759259.html

Chipotle’s New Menu Item Plays on Viral TikTok Hack

Chipotle loves a limited-edition menu item, and this time around, they’ve chosen a dish that went viral on TikTok as a “menu hack.” In 2022, creators Alexis Frost and Keith Lee earned more than 30 million combined views on videos describing a secret Chipotle menu item, a Steak Quesadilla with Fajita Veggies and a side of Chipotle-Honey Vinaigrette. At the time, the “hack” was in-store only, as it was not available through Chipotle’s app. Last week, the brand officially added the Fajita Quesadilla to their mobile ordering system for fans to order for a limited time.

With millions of followers and an endless stream of creative video ideas, social media users have long viewed Chipotle as an example of a brand who “gets” social media. Their new product shows how brands can use platforms like TikTok to not only connect with customers, but to gain insight into strategic business opportunities. Learn more about the Fajita Quesadilla’s journey from TikTok to official menu item here: https://www.marketingdive.com/news/chipotle-viral-tiktok-fajita-quesadilla-marketing/643602/

Powerade Partners with Ja Morant at Height of Controversy

Last week, Powerade announced a new marketing initiative and partnership with Memphis Grizzlies player Ja Morant to better compete in the sports drink market. Unfortunately for the brand, the announcement came just hours before allegations surfaced about Morant’s involvement in a string of violent incidents. Powerade originally selected the NBA star as their new spokesperson due to his reputation as a “disruptive game-changer,” which matched Powerade’s vision to challenge market leader Gatorade. However, social media comments quickly overshadowed the campaign, with commenters heckling the brand over their choice of partner.

The campaign is currently still on track to debut during the NCAA Tournament later this month. It’s a critical period for Powerade, who has been the official sports drink of the tournament since 2011. Stay tuned to this story in the coming weeks to see how Powerade decides to handle the situation. https://www.fastcompany.com/90858409/powerade-nba-ja-morant-ad-campaign-gatorade