After being dormant for years Country Time reintroduced itself in 2018 as a brand synonymous with lemonade stands. Kids turn Country Time powder into lemonade they then sell by the glass.

Lemonade stands are close contact operations. But 2020’s socially distanced summer spelled trouble for the brand and its customers. Lemonade stands are close contact operations. But 2020’s socially distanced summer spelled trouble for the brand and its customers. How does Country Time stay relevant (and sell lemonade) when its biggest sales driver, lemonade stands, is made non-existent?

Social distancing was hurting almost every business. As a result, the US government passed the biggest bailout in its history. The money was meant for small businesses, but big businesses muscled their way in and took much of the money.

Country Time thought if big business was getting bailed out, the smallest of the small businesses deserved help too. So, in response to the biggest bailout, the brand created the Littlest Bailout, a stimulus package for kids who, because of the pandemic, couldn’t run lemonade stands.

As everyone witnessed big businesses acting like bullies, PR helped Country Time frame a counter-narrative - one where (very) small businesses carried the day. This provided the thrust for our key message: Country Time is re-asserting its role as protector to kids’ lemonade stands.

Generally, the audience is adults with a primary target of parents. One reason parents appreciate lemonade stands: they instill lessons of business and entrepreneurship. In essence, they’re the smallest of small businesses. This notion drove the idea and allowed the brand to make itself relevant in the larger cultural conversation. It also reinforced a benefit unique to the brand (lemonade stands = business skills)..

The effort was introduced through a key visual, online video and newspaper ad. Social was also used to insert the brand into online conversations about the U.S bailout and remind people about the program.

Early summer 2020: the U.S. government passed the biggest bailout in history. By mid-June it became apparent that funds meant for small businesses were being taken by big ones.

First week of July 2020: through social media, Country Time begins inserting itself into the growing bailout uproar. This was supported by print, OOH and PR. In each case kids who couldn’t run their lemonade stands were invited to Country Time’s website to apply for a stimulus check.

Applicants were asked to submit an essay on what they’d do with the money along with a picture of the lemonade stand sign they couldn’t use.

The campaign ran for three weeks, then qualifying applicants were mailed their bailout.

The campaign scaled nationally and even internationally.

1056% increase in social mentions.

Purchases intent up 138% among core audience.

Immediate purchases up 10%.

Preference up 10%.

Brand sentiment up 30%.

Over $19.4 million in earned media.

Over 1.5 billion earned impressions.

Average time spent with the website was 2:49, exceeding expectations by almost 100%.

Over 650 news segments from local stations, to national networks, like ABC and CNN, to international news outlets like France 24.

It also was given articles in many publications, and their corresponding online versions. Not just in articles, but also in editorials, for instance in Fast Company and Bloomberg Business News.

The campaign cemented Country Time’s reputation in culture. Three years ago the brand was all but forgotten, but is now referred to by CNN and others as a “beloved.”