AriZona Beverage Co. grows Klaviyo revenue 201% during their off-season

AriZona Beverage Co.‘s 23-ounce, 99-cent iced teas have been a bodega staple for more than 30 years—and they’re also for sale online. In the height of COVID, the beverage brand relaunched their online store with Shopify, and their modernized, omnichannel approach took off.

The brand still honors its roots, too: AriZona continues to make classic flavors packaged in retro, ‘90s cans, like top-seller green tea in its cherry blossom-covered tall boy.

How Klaviyo helped AriZona get 27K entries to their 30th anniversary contest

Challenge

In summer 2022, AriZona’s ecommerce store made less than it did in the spring. AriZona always does well in spring, aka cherry blossom season, but the QoQ dip was also a sign of the changing times: The pandemic-driven online shopping surge had faded, and many shoppers had returned to brick-and-mortar stores.

This put AriZona in a bind: During the iced tea off-season, they needed to reignite interest in their digital brand and drive subscriptions to email—one of their most cost-effective digital channels.

“It’s not like paid,” says Nicole Mejia, ecommerce marketing specialist at AriZona. “In Klaviyo, you can set up as many flows and send as many campaigns as you want—all for one price. It’s a great deal.”

It’s not like paid. In Klaviyo, you can set up as many flows and send as many campaigns as you want—all for one price. It’s a great deal.

Solution

In November 2022, AriZona launched an online contest: Thirsty Thirty, a celebration of the company’s 30th anniversary.

The contest had been in the works for months, and it was well-positioned to reinvigorate AriZona’s digital brand.

To enter, users built their own iced tea flavor, from the base tea to the fruity flavor twists and the name, and submitted it along with their email address. The contest winner would get a $10K prize, and their flavor would actually go to market.

Strategy

AriZona ultimately drove 27K entries to the contest, 15.7K of them from net new email addresses. To build and sustain buzz around the contest, the team used Klaviyo to:

• Target paid digital promotion: Mejia loves Klaviyo’s Facebook integration—she and AriZona’s paid media manager used it to promote the contest to lookalike audiences based on their existing email list.
• Promote the contest to current subscribers: Mejia started sending flows and campaigns to AriZona’s email and SMS lists a month before the content launch, boosting awareness.
• Send personalized thank yous: AriZona’s team connected the browser-based app where users built their own flavors to Klaviyo’s API, so they could include personalized submission details in their dynamically coded flow thanking people for submitting.

“The contest thank-you email showed each customer their specific can image and can name—for 27K people,” Mejia marvels. “Having it work properly for everyone was incredible. No mistakes, nothing. It was awesome.”

The contest thank-you email showed each customer their specific can image and can name—for 27K people. Having it work properly for everyone was incredible.