Tastes like a Tuesday off

A hard seltzer for people who take their afternoons seriously. Out of home across the Shore towns, then social for the rest of the summer.

Out of home

Client
Tidewater Seltzer
Year
2025
Channels
48-sheet, 6-sheet, social
Line
Tastes like a Tuesday off.

Tidewater came to us with a can and a problem: every seltzer on the shelf was shouting about fruit. We stopped talking about flavor and started talking about time off. The line ran on 48-sheets along the Atlantic City Expressway, on 6-sheets at every Shore bus stop, and as a summer-long social run of one-line posts. Sales in the Shore counties rose 31 percent over the season.

Credits: creative direction and copy Rosa Delgado, art direction Kwame Boateng, strategy Tessa Whitmore, production and media Luis Ferreira.

01 tidewater kv
01 tidewater billboard
48-sheet on the expressway, week one.
01 tidewater shelter
6-sheet at the Ventnor stop. Wet pavement helped.
01 tidewater spread
The print run: one spread, no copy but the line.
01 tidewater post
Square cut for the summer social run.
01 tidewater story
Story frame. The can sits low so the line sits high.
01 tidewater still
Still from the thirty: a hammock between two meters.
01 tidewater detail
Detail. Condensation was real, the chair was ours.
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