Testing ADW1807 on 8/17/21

The organic brand is launching a cheeky outdoor and influencer campaign—complete with a hotline dubbed “the thirst line”—calling 2021 the “thirstiest summer” on record. Sample billboard taglines: “Rehydrate Those Social Skills,” and “A Summer So Thirsty Only Harmless Can Handle It.”

But contrary the hookup-heavy scene many people might have expected, the vast majority of consumers don’t have meaningless encounters on the brain. In fact, they’re thirstiest for spending time with their family and friends, preferably while relaxing on a beach, according to Harmless Harvest’s accompanying poll.