Flex” Asks Americans to Train to Lift One of Fast Food’s Heaviest Drinks
A&W, America’s oldest franchised restaurant chain, is bulking up its annual National Root Beer Float Day promotion this August 6th with a nationwide challenge for those who think they’ve got the muscle to handle one of the heaviest drinks in fast food: Want a free float? Show off your flex.
On National Root Beer Float Day, August 6, simply show off your “Float Flex”—that is, flaunt your new physique with your best muscle-flexing pose—at any participating U.S. A&W location between 2 p.m.–8 p.m. local time for a free, small Root Beer Float.
The “Float Flex” campaign, produced in partnership with A&W’s longtime agency Cornett, encourages Americans to prepare their bodies for the roughly 3 pounds 5 ounces of Made Fresh Root Beer and creamy vanilla soft serve in a frosty glass mug that make up the massive A&W Root Beer Float known around the world for over 100 years.
The brand tapped social influencers like Keith Habersberger of The Try Guys to get the word out, and even created a home exercise kit featuring weighted Root Beer Float replicas, headbands, wristbands, and more to help float fans pack on muscle before the big day. A&W will be promoting “Float Flex” content on their own social media channels, as well as with paid social ads targeting existing customers and other fast food fans.
No purchase is necessary. Just a suggested donation to DAV (Disabled American Veterans), a nonprofit with which A&W has a longstanding partnership.
“A&W’s iconic Root Beer Float is without a doubt one of the heaviest drinks in the quick service restaurant industry,” said Liz Bazner, VP of Marketing & Innovation at A&W. “It’s so heavy that we worried we might be missing out on a whole untapped market of folks that simply can’t handle its hugeness. This National Root Beer Float Day, we wanted to get everyone pumped up and ready to enjoy their free float.”
Anyone aged 13 and up can get a free Root Beer Float every year on their birthday, plus more exclusive deals on A&W’s All-American Food, by joining Rooty’s Mug Club at awrestaurants.com/float-flex.
About A&W Restaurants
Founded in 1919, A&W is America’s oldest franchised restaurant chain. Known for its All American Food, as well as Root Beer that is made fresh in each restaurant and served in frosty mugs, there are more than 900 A&Ws in the U.S. and Asia. Visit awrestaurants.com and awfranchising.com for more information.
About Cornett
Cornett is an independent, female-owned, full-service advertising agency proudly based in Lexington, KY. Recognized as one of the best in the country, Cornett was awarded the AdAge Small Agency of the Year award in 2021 and Small Agency Campaign of the Year in 2023. The agency is also continually named one of Kentucky’s Best Places to Work. Cornett specializes in creating, restoring and maintaining relevance for brands such as Busch Light, A&W Restaurants, LEGOLAND, Tempur Sealy, Q Mixers, VisitLEX and more. For nearly 40 years, Cornett has kept a strong and diverse portfolio of clients, living the brands they work with, knowing and feeling the weight of their challenges and building business together. For more information visit teamcornett.com.
Credits
Client: A&W Restaurants
Client Team:
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VP of Marketing & Innovation: Liz Bazner, A&W Restaurants
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Sr Brand Manager: Samantha Jackson, A&W Restaurants
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Sr Digital Manager: Spencer Barrett, A&W Restaurants
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Local Store Marketing Manager: Tracey Hacker, A&W Restaurants
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Content Marketing Specialist: Chelsey Hunt, A&W Restaurants
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Innovation Manager: Matthew Breen, A&W Restaurants
Campaign Title: A&W “Float Flex”
Agency: Cornett
Agency Team:
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Executive Creative Director: Whit Hiler
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Creative Director: Patrick Simkins
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Creative Director: Jonathon Spalding
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Senior Copywriter: Coleman Larkin
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Graphic Designer: Meg Heaton
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Senior Account Executive: Danielle Havrilesko
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Assistant Account Executive: Audrey Moeglin
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Director of Social Strategy: Robert Baker
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Content Strategy Manager: Caitlin Leiby
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Content Creation Associate: Ty Duckwyler
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Content Creation Manager: Eric Waters
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Sr. Content Creation Manager: David Burks
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Senior Vice President, Media: Chris Finnegan
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Integrated Media Specialist: Paige Hansen
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Integrated Media Associate: Emily Reitenauer
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Director of Interactive Strategy: Peter Cook
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Digital Producer: Daniel Boone
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Data Analytics Manager: Jonathan McLamb
Public Relations: Approach Marketing
Public Relations Team:
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Creative Director: Molly N. Morter
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Account Director: Jamie Rothfeld
