Activity Gear Billboards

Ocean Spray's Reclaim Happy Hour Activation Got Australians Up & Moving

As more adults embrace mindful drinking and nightlight shifts in accordance, happy hour is being reinvented, as seen in Ocean Spray's Reclaim Happy Hour activation. Rather than positioning after-work hours as a beverage occasion to look forward to, this activation, aligned with the rise of "daylife" culture, invited people to get up early, grab fitness gear—and bottles from its Low Sugar range—and film themselves enjoying a refreshing early-morning activity session.

Alongside billboards that challenged people to "Make 6AM Your Happy Hour," the brand set up grabbable items like kayaks, bikes, yoga mats, towels and more to reach runners, swimmers, cyclists and others in a vibrant beachside Melbourne neighborhood who love to get outdoors and get moving in the early hours.

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