Cutwater Takes the Stress Out of Summer Hosting
Anheuser-Busch’s Cutwater brand is spotlighting its Long Island Iced Tea in a summer campaign designed to get consumers to think about the canned ready-to-drink cocktail next time they’re hosting a party.
“The Longest Island” campaign plays on the fact that guests tend to gather around the kitchen — specifically the island — during parties, especially when sharing food and spirits.
The messaging emphasizes the convenience of serving the canned cocktail, giving hosts more time to enjoy the party. All of the campaign’s visuals feature actress Parker Posey at a long kitchen island, drinking the cocktail.
In stores, displays and other marketing materials highlight the “Parker Pour” method, Posey’s serving method of pouring the cocktail over crushed ice with simple garnishes. Limited-edition packaging featuring Posey's name, the "Parker Pour" concept and campaign messaging is designed to stand out on shelves and near checkout. In-store messaging also encourages shoppers to share photos on social media.
“Parker Posey’s signature wit and effortless style made her the absolute perfect partner for ‘The Longest Island’ campaign,” Steve Wolf, Anheuser-Busch’s vice president of marketing for Beyond Beer, said in a company release. “[She] naturally shows people that with our bar-quality Cutwater Long Island Iced Tea, you can skip the pre-party scurry, and still deliver a fabulous, effortless summer gathering.”
Consumers can also enter the brand’s national sweepstakes by following @cutwaterspirits on social media and commenting #CutwaterLongestIsland and #Sweepstakes for a chance to win a $10,000 cash prize to put toward a kitchen island or other home entertaining upgrades, along with a year's supply of Cutwater Long Island Iced Tea.
To drive further consumer engagement, a YouTube video set on an extended kitchen island shows Posey going through the classic Long Island Iced Tea ingredients before introducing the “Parker Pour.”
"Let's be honest, the kitchen island is the heart of every party — but just like summer, it never feels quite long enough,” said Posey. “I partnered with Cutwater to build ‘The Longest Island’ because when a perfectly mixed can of Cutwater is doing all the heavy lifting, I can officially resign from my amateur bartending duties, gather around the island, and reclaim my rightful place as the life of the party — because a great host should be setting the vibe, not serving it.”
Cutwater Long Island Iced Tea is available in four-packs of 12-ounce cans nationwide.
