{"id":10583,"date":"2026-02-18T01:05:11","date_gmt":"2026-02-18T06:05:11","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2026\/02\/18\/the-0-99-can-and-the-saga-of-arizona-tea-a-lesson-in-brand-equity-and-brand-risk\/"},"modified":"2026-02-16T16:52:16","modified_gmt":"2026-02-16T21:52:16","slug":"the-0-99-can-and-the-saga-of-arizona-tea-a-lesson-in-brand-equity-and-brand-risk","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/the-0-99-can-and-the-saga-of-arizona-tea-a-lesson-in-brand-equity-and-brand-risk\/10583\/","title":{"rendered":"The $0.99 Can and the Saga of AriZona Tea\u2014a Lesson in Brand Equity and Brand Risk"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><em>By Mark Christou, Principal and Head Creative, CBX<\/em><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Since the economic chaos of 2020, nearly every company has raised their prices. Even Dollar Tree wasn\u2019t spared. All to say that for the past couple of years, followers of AriZona Tea\u2014the seemingly forever-popular beverage\u2014have wondered if the famously affordable brand would follow suit. While the brand gets plenty of props in the design community for its iconic tallboy cans, they\u2019re arguably equally well known for costing a cool $0.99. In fact this value\u2014which the brand has long been loud and proud about\u2014has proven so essential to the company\u2019s ethos that they\u2019ve made it part of the can\u2019s design for over three decades. Years ago, they even opened a $0.99 pop-up shop to advertise their commitment to the value.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">But reckonings come when reckonings must.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Last summer, AriZona made numerous headlines for contemplating the first ever price hike on their signature product. After floating the thought, CEO Don Vultaggio eventually clarified they planned to stick to $0.99\u2014<em>for now<\/em>. If this last word holds, the company made the right decision: standing by the tried-and-true brand equity they\u2019ve built for over 30 years, and counting on the brand loyalty they\u2019ve earned every year since.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">But for whatever reason, AriZona hasn\u2019t done much work to make their commitment to $0.99 cans known to consumers\u2014a missed opportunity, if ever there was one, unless they\u2019re leaving ample room to reconsider down the line. And without any firmer statements, there\u2019s no reason for fans to trust the cost will remain the same, or count on it for that matter.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Vultaggio has gone on the record stressing how important this low cost has been to the billion-dollar brand\u2019s mission overall, emphasizing AriZona\u2019s success and how they could afford to do it, as well as his respect for working class consumers. When asked if he\u2019d go as far as saying he\u2019d never raise the price. \u201cI don\u2019t know about never,\u201d Vultaggio told a TODAY reporter. \u201cBut not in the foreseeable future.\u201d<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Barely a year later, the founder was audibly changing his tune. While he\u2019d decided against a price hike weeks after initial reports, the issue will likely come up again. So, why play with consumer\u2019s expectations like this? And what would it mean if a brand like AriZona turns their back on the kind of brand equity they\u2019ve spent three decades building?<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">In many ways, AriZona\u2019s price <em>is<\/em> their brand, and it\u2019s one they\u2019ve put a lifetime of sweat, brainpower, and money into advertising. At the end of the day, they are a convenience store beverage brand. While they\u2019re one of the best-known, if they lose the brand equity built into their price, who\u2019s to say they couldn\u2019t lose everything? The beverage market is competitive. If another brand can afford to sell their cans for $0.99, they could easily come in and take the consumers AriZona lost to a price hike.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Let\u2019s not forget that AriZona\u2019s nostalgic southwestern look\u2014which has made it something of an accessory\u2014has also charmed enough aesthetes to result in fashion and beauty collaborations. But their now mysteriously absent $0.99 \u201csticker\u201d is arguably as much a fixture of their cans as cherry blossoms and turquoise sunbursts. Branding isn\u2019t just how something looks\u2014it\u2019s a reflection of how it fits into our lives.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Consumers have emotional connections to brands and advertising is generally designed to lean into this. While this means consumers can feel a sense of warmth toward a brand, this also means they can easily feel betrayed if said brand makes a decision that goes against their established equity. Customer trust can be fickle. Around the time of Vultaggio\u2019s viral 2024 TODAY interview, the publication responded to <a href=\"https:\/\/www.today.com\/food\/news\/why-arizona-iced-tea-costs-more-than-99-cents-at-some-stores-rcna160216\">impassioned social media complaints<\/a> that said the cans weren\u2019t even being sold for $0.99. While consumers attributed this to their local corner stores at the time, the impact was palpable. Further proof you must know and appreciate your audience.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">In Vultaggio\u2019s own words, \u201cMake it taste good, make it look good and price it right,\u201d is a stated mission if ever there was one. And straying from a longstated mission can hinder even the most iconic of designs.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">This isn\u2019t just an AriZona story. It\u2019s a warning for every brand navigating inflation, loyalty, and cultural relevance. When trust is part of your equity, protecting it isn\u2019t optional\u2014it\u2019s the work.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>This isn\u2019t just an AriZona story. It\u2019s a warning for every brand navigating inflation, loyalty, and cultural relevance. When trust is part of your equity, protecting it isn\u2019t optional\u2014it\u2019s the work.<\/p>\n","protected":false},"author":7,"featured_media":10584,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[3],"topics":[2],"class_list":["post-10583","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-brands-marketers","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.0 (Yoast SEO v28.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>The $0.99 Can and the Saga of AriZona Tea\u2014a Lesson in Brand Equity and Brand Risk | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/advertisingweek.com\/aw360\/news\/the-0-99-can-and-the-saga-of-arizona-tea-a-lesson-in-brand-equity-and-brand-risk\/10583\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The $0.99 Can and the Saga of AriZona Tea\u2014a Lesson in Brand Equity and Brand Risk\" \/>\n<meta property=\"og:description\" content=\"This isn\u2019t just an AriZona story. 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