"This is the wine section. It's giving options. It's giving range," Roy says in the clip, demonstrating the deadpan delivery of Gen Z vernacular that resonated with audiences. The video opens with on-screen text: "When Gen Z Writes the Marketing Script," then dives into popular Gen Z and TikTok phrases, establishing the humorous tone throughout the promotional content."
"I thought it was funny, but I definitely did not expect the kind of reaction that we got. It's definitely been our most successful post we've ever had across our accounts," McCaffrey said. "We were hoping it would reach Gen Z, so we're happy that it did." The video exceeded expectations as a targeted marketing strategy."
"When they sent this idea over, I had to be honest and say, 'I don't get it,'" Roy admitted about his initial reaction to the concept. Despite his initial confusion as a Gen X employee, Roy's participation and deadpan delivery became central to the video's viral success and audience engagement."
New Hampshire Liquor & Wine Outlet released a promotional video that went viral across Facebook and Instagram, accumulating over one million combined views. The video features Mark Roy, the outlet's director of marketing, walking through the store using Gen Z and TikTok phrases like "hot girl summer" and "very demure" with deadpan delivery. The campaign, created as part of a broader strategy to engage Gen Z consumers, was inspired by a viral trend of older employees reading Gen Z marketing scripts. The video garnered approximately 50,700 likes and over 1,000 comments on Instagram, with viewers praising Roy's performance and requesting autographs. Social media manager Hailey McCaffrey confirmed this represents their most successful post across all accounts.
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