Arizona, the master brand behind SunRise, has managed to stay hip, largely thanks to the rise of social media and users’ embrace of its cans' iconic designs. This was our formula to launch this new brand: embrace the bold colors, patterns, and design of the cans and look to micro-influencers, with real cultural credibility, rather than actors or models, to authentically stand out in the competitive hard seltzer category. The launch campaign #ForTheReal emphasized the use of real fruit as a way to differentiate the product.