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Don’t Lose Your Head Watching These Fruit Smash Super Hard Seltzer Spots

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CALLEN brings the party in spot directed by Fatal Farm

Don’t Lose Your Head Watching These Fruit Smash Super Hard Seltzer Spots

You’re a grown up now — you don’t need a questionable mixed drink or a faucet of beer through a funnel to have a good time. A new campaign from Fruit Smash Hard Seltzer and CALLEN says that just because your days of sipping jungle juice are over, doesn't mean you can’t party. 

The campaign employs a talking head — literally — to broaden the reach of typical hard seltzers and position the drink as the easiest and tastiest option for anyone looking to have a good time. Fruit Smash Hard Seltzer was introduced in 2021 by New Belgium Brewing. To distinguish the brand in the popular category, Fruit Smash Hard Seltzer is made with real fruit juice and it wasn’t made to sip — it was made to party. 

'Office Party; opens on a scene that should be an office birthday party. The break room is decorated with balloons and a 'Happy Birthday' banner. Party hats and desserts cover the lunch table. The only issue? Everyone looks like they can’t wait for the “party” to be over — until someone opens the fridge and finds a box of Fruit Smash Hard Seltzer. Out from the box pops the head of a hypnotic DJ singing a CALLEN and Future Perfect co-written EDM song about fruit.

The beat of the song fills the room and the office takes on the energy of a nightclub. The lights flash and the employees dance freely. Now it’s a party. The music pauses briefly as a manager swings open the door flashing the Employee Code of Conduct Book – until the Fruit Smash DJ entices him to get a can of his own. The party resumes with the once disgruntled manager dancing on a chair. 


“Oftentimes hard seltzers are positioned as a low-calorie option people reach for because it’s trendy,” says Michelle Robertson, Brand Manager, New Belgium Brewing. “Fruit Smash isn’t about being cool, it’s about bringing our own style of unexpected fun to turn any mundane occasion into a party.” 

The national campaign will appear on social, digital, and streaming channels.

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CREDITS

Client: Fruit Smash Hard Seltzer / New Belgium Brewing

Chief Marketing Officer: Shaun Belongie

VP of Brands: Kyle Bradshaw

Brand Manager: Michelle Robertson

Agency: CALLEN

Founder & Chief Creative Officer: Craig Allen

Copywriter : Weston Bilobenes

Copywriter: Ethan Smith

Art Director: Mingyo Lee

Producer: Cate McManus

Executive Producer: Heather Black

Account Supervisor: Payton Brown

Managing Director: David Hughes

Head of Strategy: Julianna Simon

Production: Picrow

Executive Producer : Anthony Ficalora

Executive Producer : Dal Wolf

Director: Fatal Farm

Producer: Alejandro Aguiar

1st AD : Peter Etzweiler

Managing Director : Arturo Arroyo

EP Mexico: Matías Godoy

Producer : Roberto Domínguez

1st AD : Ana Gaxiola

2nd AD: Itzayana Soto

DP: Santiago Cantillo

Wardrobe Department : Marina Slobodianik

Production Department : Nicole Sagues

VFX: Fatal Farm

Editor: Chris VanArtsdalen

Post Producer: Anthony Ficalora

Music: Future Perfect

Genres: Comedy

Categories: Alcopops, Alcoholic Beverages

Sweat & Co, Fri, 03 Jun 2022 07:35:30 GMT