California start-up Hurray has recruited an 80-year-old “intern” as part of a marketing activation in the US for its Girl Beer flavoured brand.
The push consists of a series of five adverts that have begun rolling out on the brand’s Instagram account. The spots feature Peggy (below), as well as highlighting the brand’s partnership – signed in July – with Women’s National Basketball Association (WNBA) team Dallas Wings.
The campaign coincides with the brand’s entry into 15 new states this month – Global Drinks Intel has enquired how many markets the range is now sold in. Girl Beer was founded in 2024 and is available at retailers including Albertsons, Kroger, Walmart and Whole Foods.
The “light” beer contains 90 calories per 35.5cl can and comes in nine flavours: Blueberry Lavender, Grapefruit Guava, Mango, Passionfruit Orange, Peach, Pineapple Yuzu, Strawberry, Strawberry Watermelon and Tangerine.
In other beer marketing news this week, Heineken released details of a Halloween-timed marketing push for Dos Equis with Heidi Klum.
