Country Time lemonade has been around for decades, and has always stood for simpler times that people seem to have forgotten. So when Country Time introduced Lemonade Starter, a liquid lemonade concentrate, we needed to tie in the ease of making it with the simple pleasures that come with enjoying it. We just reminded folks to Make Country Time.
Along with broadcast TV, the marketing effort includes a simple website which shows a tranquil country scene (both day and night versions) and prompts visitors to "Make Country Time". Viewers are then treated to a quick demo of how simple it is to do just that.
Weather-triggered and standard OLA are helpful reminders to urge folks to take some time to Make Country Time, as is a mobile porch (in progress) which drives around providing a platform for social content as well as sampling and demo opportunities. Print, online videos and social round out the campaign.