Premium vodka seltzer line Play Hard Seltzers, a joint venture between Playboy and Spirits Investment Partners, has just launched its newest campaign.
Titled "Always Tasteful," the effort marks the upstart seltzer's first collaboration with Chicago-based creative agency Someoddpilot.
A set of cheeky Warhol-inspired ads in bold shades of pink, turquoise, and yellow highlights Playboy's position in popular culture.
According to Play Hard Seltzer Brand VP Claudia Gassel, the work showcases Someoddpilot's ability to reframe Playboy's racy heritage into a bold and distinct brand identity.
Madeline Hester, senior writer at Someoddpilot, also explained the campaign's aim to channel a forgotten side of the Playboy brand that creates sexual liberation through humor.
"With the campaign 'Always Tasteful,' we used innuendo in our messaging to tie the product back to brand heritage [...] We made ourselves laugh first, and it was great to make our clients laugh too," she said.
The ads are a refreshing sight for customers looking for a bit of excitement, with spicy one-liners like "Yeah, they're real," "Seltz Sells," and "Nice Cans" that are sure to catch anyone's attention.
You wanna be on top?! 🎶 Thanks Seltzer Nation for Best Package Design award, we’re feeling like America’s Next Top Seltzer! pic.twitter.com/n3c5yZCw6H
— Play Hard Seltzers (@playhardseltzer) April 29, 2024
A video ad will run across paid social, with support from OOH print ads.
Play Hard's most distinct feature is its use of the iconic Playboy Bunny on its products.
As shown by the brand, unique packaging design is one of the most effective ways to distinguish a beverage from its competitors, especially when it's already associated with an established logo.
Play Hard Works Hard
Launched last year in partnership with Spirits Investment Partners (Angel's Envy, Heaven's Door, etc.), the brand has seen great success in such a short period.
Earlier this year, it even became an official sponsor of the Chicago White Sox.
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It also won the 2024 National Seltzer Awards, winning Double Gold for its Apple Prickly Pear and Pineapple Passionfruit flavors.
Distancing itself from the rest of the seltzer category, its bold and sex-positive branding is aimed towards drinking-age Gen Z and Millennials.
A recent campaign from seltzer brand White Claw also targeted Gen Z or what it dubbed as "the loneliest generation."
Editing by Katherine 'Makkie' Maclang
