Minute Maid Spiked drives double-digit lift in brand favorability and ad awareness

Minute Maid Spiked sought to build massive brand awareness and encourage trial for its new Vodka Pink Lemonade product. The campaign needed to reach the crucial 21+ demographic during peak social moments, specifically tapping into high-energy summer tentpoles like Beyoncé’s “Cowboy Carter” tour dates. The challenge was to connect with consumers exactly when they were planning their night out and reinforce the association between the new beverage and "Good Time" occasions.

Lyft developed a 360-degree campaign that integrated the product seamlessly into the rider's journey. By leveraging in-app vertical video ads, map vehicles, and custom car wraps, the brand achieved high-visibility presence both in the app and on the streets. Key activation components included VIP pick-ups and sponsored rides, paired with tap-to-redeem offers, successfully turning party momentum into preference for the pink-can product.

The comprehensive campaign successfully moved the needle across key brand metrics for Minute Maid Spiked. A Brand Lift Study confirmed significant gains, including a +14.1% lift in Brand Favorability and a +12.7% lift in Ad Awareness. The strategy also drove strong bottom-of-funnel impact, resulting in a +7.5% lift in Purchase Intent, demonstrating the campaign's effectiveness in turning awareness into trial for the new ready-to-drink cocktail.