Labor Day acts as a psychological off-switch. 68% of Americans believe summer ends then, even though it officially runs until September 22. For a brand built on sunshine, that cuts the season short by weeks just as Tropicana was launching Refreshers.

Summer House’s Ciara Miller had just gone viral for her confusion over a Tropicana expiration date. Rather than steering around the moment, we saw that the internet had already paired her with the brand. All we had to do was make it official.

We turned her viral slip into the platform for “Summer Isn’t Over.” The joke was that if Ciara could be confused about an expiration date, everyone else was confused about when summer ends. We launched Refreshers with Ciara at the center: poolside content, a cocktail and a mocktail she helped create, and an Instagram tag-a-friend sweepstakes for a Hamptons getaway, her favorite summer escape. The mechanic kept the campaign spreading socially, since every entry invited a friend in.

86K entries in under two weeks, plus coverage in beverage trade press and on local morning shows.