Happy Thursday

Happy Thursday, a vibrant and bubble-free (non-carbonated) bold player in the alcoholic beverage market, wanted to make a splash with a highly engaged, loyal audience without coming off as overly scripted or forced. The goal was to showcase the brand of the 4.4 ABV fruit flavored spiked refresher authentically to a demographic that values entertainment and realness.

The Basement Yard – a massively popular comedy podcast with a deeply engaged community was the perfect cultural and creative fit with the brand. Our team facilitated a partnership between the podcast’s hosts and Happy Thursday, helping to set social media guidelines and key brand talking points.

But the magic really happened when the hosts were given creative freedom. Instead of a standard promo read, they fully embraced the brand’s playful personality – producing content that was not only on-brand, but also wildly entertaining.

The partnership delivered beyond expectations, generating over 930k views and 75k likes and interactions, along with ongoing fan praise and host antics in the comments. By allowing the hosts to shape the content in their voice, the campaign struck a rare balance between entertainment and advertising. The Basement Yard’s hosts didn’t just highlight Happy Thursday – they endorsed it in a way that was funny, memorable, and deeply aligned with the brand.

This campaign reaffirmed what we’ve long known: podcast hosts are some of the most trusted and influential voices in media today. Their audiences aren’t just listening – they’re sharing, engaging, and buying.

Making these partnerships work takes more than just plugging a brand into a show. It requires an agency that understands the medium, the creators, the brand, and how to set the stage for authenticity. By helping guide the strategy while giving the creators room to shine, ARM turned a standard brand placement into a standout cultural moment.

Check out the ads on Instagram:

Keeping that summer weekend feeling

Kicking off football season