CASE STUDY 2:
TURNING BRAND EQUITY INTO CATEGORY EXPANSION
AriZona had built cultural credibility far beyond the beverage aisle, with iconic designs and brand ethos championed by its community. Its 25th anniversary created an opportunity to take that equity from beverage to lifestyle through the GreatBuy99 streetwear and accessories collection.
THE OPPORTUNITY
MY ROLE
Brand Partnerships • Creative Storytelling • Digital + Experiential Activation
As part of AriZona's brand team, I helped shape the expansion from concept through execution, identifying culturally relevant partners and developing messaging across web, social and press initiatives, bringing the GreatBuy99 lifestyle to life.
From beverage to streetwear
AriZona's iconic checkerboard, aztec and cherry blossom prints became the foundation for GreatBuy99, a collection of 100+ custom pieces that took the brand's identity beyond the can. Collaborations with Pintrill, Air Jordan x Relevant Customs, Zippo, Mitchell & Ness, Adidas Originals, Anti Social Social Club, Mob Grip and more brought that identity into streetwear, fashion and everyday lifestyle.
MORE THAN A MERCH DROP
Brand expansion came to life with the launch of GreatBuy99.com, a dedicated ecomm platform for AriZona’s streetwear and lifestyle collection. The experience extended beyond digital with a week-long SoHo pop-up shop, bringing the collection, collaborations, and iconic visual world together in an immersive retail experience.
BUILT WITH THE COMMUNITY
Before GreatBuy99 became a lifestyle collection, AriZona had already built a loyal community that embraced the brand beyond its products. Through social storytelling, user-generated content and direct engagement, we grew that community beyond 600K followers, generating over 12 million media impressions and 8 million organic social impressions—building an authentic connection between the people who loved the brand and the lifestyle it was becoming.
