How Hard Seltzer Brand Nectar Uses Messaging for Customer Service—and to Drive Demand. Launched in December 2020, US-based hard seltzer brand Nectar uses text messages as its main point of contact with customers. The text initiative started with a TikTok video, in which founder Jeremy Kim asked users to text the brand if they were willing to buy the seltzer.

In August 2020, Bud Light announced that it was on the hunt for a “chief meme officer” to promote its line of hard seltzers. The three-month position paid $5,000 per month and entailed creating at least 10 “fire” memes for the brand per week. We spoke with Todd Anderman, president of Doing Things Media, which collaborated with Bud Light on the campaign.