Dive Brief:

• Simply Spiked is encouraging fans to give in to late-night temptations and text a peach emoji to a dedicated number for a free sample of its new peach-flavored variants, according to a press release. Simply Spiked is a collaboration between Molson Coors Beverage Company and The Coca-Cola Company. 
• Consumers who text the suggestive emoji, which serves as an innuendo for a rear end, to 73255 in areas of New York City, Miami and Washington, DC late at night on Friday, March 24, will receive a delivery of the alcoholic beverage product directly to their door.
• The brand enlisted comedian Ron Funches to appear in a promotional video for the “Juicy Calls” campaign wherein he urges consumers to indulge in their nocturnal desires. Creative agency Mischief assisted with the effort.

Dive Insight:

Simply Spiked is not exactly taking a subtle approach with this promotion. The peach emoji doubles as a representation of a backside in texting parlance and is therefore often used in late-night “booty calls.” The alcoholic beverage brand is leaning into the theme by calling the Simply Spiked Peach push “Juicy Calls.” The use of SMS underscores the tactic’s enduring relevance for brands looking to deepen their engagement with loyal customers. 

The new product lineup is being launched with tongues firmly in cheeks. In the promotional video starring Funches, the comedian appears dressed in silky pajamas and a robe, sipping from a 24-ounce can of Simply Spiked Peach. 

“I know what you must be thinking,” Funches says in a suggestive tone before shifting to a more regular tenor. “How are you drinking that Simply Spiked Peach before anyone else, and how can I do the same?” He then goes on to explain the premise of “Juicy Calls.”

The delivery promotion will take place on Friday, March 24. Fans (over 21, of course) in specific ZIP codes in New York, Miami and DC can get a variety pack of Simply Spiked Peach by texting the emoji after 10 p.m. to the dedicated number. Those who do not live in those areas can send the text to receive a gift card (while supplies last) redeemable for a 12-pack of Simply Spiked Peach when it hits store shelves.

The Simply Spiked products, which contain 5% real fruit juice and 5% alcohol-by-volume, are a result of a product development relationship between Molson Coors and Coke. The new flavors in the Peach product line are Signature Peach, Mango Peach, Strawberry Peach and Kiwi Peach.

Simply Spiked Lemonade launched in summer 2022 and quickly became a hit, particularly among young Black consumers, according to the companies. Molson Coors representatives indicated fans have been requesting a peach variant since the beginning.

“Our day-one fans have been asking for peach flavors since we launched Simply Spiked Lemonade last year,” said Joy Ghosh, vice president of Above Premium Flavor at Molson Coors Beverage Company, in a statement. “We knew we wanted to give our fans the first chance to try Simply Spiked Peach in a way that was just as juicy as the new flavors are.”

In addition to the “Juicy Calls” promotion, Simply Spiked Peach will be featured in a storyline during season two of “Bel-Air,” the reimagined version of “The Fresh Prince of Bel-Air” on Peacock.