As Vizzy books a record month for shipments in Canada, brand also aims to set world record with ‘#GoodVibezDay’ campaign

From Miller Coors & Peter Frost:

Vizzy, one of Canada’s top-selling hard seltzer brands, is teaming up with partner Queen Priyanka on an effort to set a world record today for the most compliments given in a single day.

Playing off its “Iz a Vibe” marketing campaign, Vizzy and Priyanka, an international drag sensation and cultural icon, have dubbed May 18 as “#GoodVibezDay” and are championing an “epic, nationwide blitz of positivity” in Canada. As part of the daylong blitz, they’re inviting Canadians to dish out compliments using the hashtag #GoodVibezDay on social media. For each compliment using the hashtag, Vizzy has pledged to donate $1 to 2SLGBTQ+ charities, up to $25,000.

“As a brand with inclusivity at its heart, Vizzy is committed to consistently showing up for the LGBTQ+ community,” says Maddie Gillmeister, brand manager for Vizzy. “Vizzy brings bursts of positivity with its vibrant branding and unique dual-flavours, celebrating what makes it special – and we want to help Canadians everywhere do the same, one compliment at a time.”

The brand, which has embraced the LGBTQ+ community as part of its identity, is seeking to insert itself into more cultural conversations with the campaign, during which Priyanka and the Vizzy brand team will make appearances and hand out compliments around Toronto and on social media today.

The brand also is making a significant Canada-wide out-of-home media investment, aiming to “raise the bar on representation and visibility” for the LGBTQ+ community, Gillmeister says.

Along with Coors Seltzer, Vizzy has sprinted to early success in Canada.

Helped by a strong performance in March, in which Molson Coors’ hard seltzers booked their largest monthly shipments since launch, Vizzy and Coors Seltzer now own a 9.2 share of the segment year-to-date, per Molson Coors data.

What’s more, the brands are booking gains across the country:

• Vizzy has become the top-selling hard seltzer at The Beer Store in Ontario.

• In Quebec, Vizzy and Coors Seltzer, combined, hold the No. 1 position among seltzers at IGA.

• Since the start of the year, the two brands combined to pick up 6 points of share in Saskatchewan, 5.8 share points in Alberta and 3.1 share points in Manitoba.

“Molson Coors’ seltzer game is on fire,” says Michelle Sowinski, senior brand manager of seltzer and flavour brands at Molson Coors in Canada. “We set a strong foundation in both awareness and consideration on Vizzy and Coors Seltzer in 2021 and we’ve complemented that with significant capital investment to enable more production.”

Both brands also recently added new flavours to their line-ups, including six new Vizzy varieties this year alone, Sowinski says. And with the forthcoming introduction of Topo Chico Hard Seltzer to Canada, which will be backed by “strong marketing and distribution plans, 2022 is bright with growth possibilities across the portfolio.”