Arnold Palmer Spiked Summer 2025

THE ASK
Arnold Palmer Spiked was loved on the course—but stuck there. Golf loyalists weren’t enough to drive growth. The challenge? Create “new news” that recruited drinkers beyond the 18th hole.

THE CULTURAL TRUTH
Summer is a season full of rituals: BBQs, beaches, poolside hangs. But in a world of predictable beer and seltzer playbooks, the question became: how could Arnold Palmer Spiked break through?

THE INTERPRETATION
We saw “Well-Played” not just as a golf phrase, but as a cultural mindset. A way to define summer wins (big and small) that had nothing to do with scorecards.

THE STRATEGY
Disrupt summer conventions. Take over the season with a fresh lens. Most importantly: make “Well-Played” bigger than the game it came from.

THE IDEA: HAVE A WELL PLAYED SUMMER
A bold retail platform that celebrated the humor, spirit, and joy of summer living. Illustrating what it really means to play well when the sun is out, the drinks are cold, and every moment is a chance to win.

Enter Here

You might not be living large 24/7, but with the help of APS, you can still have a summer of luxury.

Now that’s well played.

How It Works: Customers will scan POS for a chance to win an all-expense paid getaway for four.

The Fine Print: We’ll whisk winners off to Talking Stick Resort for a weekend, covering flights, accommodations and a welcome package. Winners will also receive a cash prize to cover greens fees for the weekend.

Didn’t win a weekend at Arnie’s? Don’t fret!

Secondary prize winners will receive gifts that help elevate their summer, like: Golf club greens fees or access for a day and swag from our merch collection.

WIN

SCAN POS

ENTER

Plus, we’ll keep APS drinkers looking good all summer long with a merch collection that merges loungewear and country club attire. Pieces will feature two-sided or color blocked designs to reflect being “half and half.”

Uses: Secondary prizing, Distributor swag, ”Arnie’s Club” attire upon arrival at Arnie Springs, on-premise giveaways, influencer packs, and more