GetTwisted.
Keith Sweat's "Twisted" meets America's most talked-about beverage.
A multi-generational cultural campaign built to be seen, heard, sipped, and shared — turning a 1996 R&B anthem into the sound of Summer 2026.
Get Twisted.
The Contest.
The centerpiece of the partnership: a fan-facing contest that turns Keith Sweat’s signature anthem into a movement.
Fans show off their twisted style and swagger for a chance at real recognition.
Twisted Lemonade brings the refreshment; Keith brings the soundtrack.
The song is the brand.
Two icons. One word. A campaign designed to be earned, not bought.
Keith Sweat's "Twisted" is one of the most recognizable R&B songs of all time. Twisted Tea has built an equally recognizable brand around being fun, relaxed, social, and authentic.
This isn't licensing. It's a cultural campaign — connecting nostalgia with today's culture by making Twisted the soundtrack of the brand.
Position Twisted Tea as the drink for unwinding — while re-introducing Keith Sweat to a new generation.
Mutual, measurable alignment.
A partnership only works when both sides win. Here, they both do — meaningfully.
- New licensing revenue
- Increased streaming
- Catalog revitalization
- Blue-chip brand partnership
- Access to new demographics
- Iconic, recognizable music
- Built-in cultural relevance
- Authenticity by association
- Compounding social engagement
- Cross-generational appeal
The big idea.
A single line ties the campaign together across film, retail, and experience.
"Let's Get
Twisted."
Playful. Confident. Familiar. Instantly writable on a can, a t-shirt, a marquee, or a lyric video.
Five phases. One arc.
Five acts across a single summer. Each phase compounds the last.
Keith walks into a backyard party. Someone asks…
"Keith… you still twisted?"
He smiles, looks at the camera, raises a Twisted Tea.
🎵 "Lately I've been thinking…"
Logo. Get Twisted.
Pop-up juke joints.
Real-world moments people remember — and post about for weeks.
- Line dancing
- Photo walls
- Live band
- Keith Sweat karaoke
- Limited merch
- Twisted Tea tasting (21+)
Life-size Keith. Press the button.
In-store cutout with a real button. Push it — Keith says "Looks like somebody's getting Twisted." A QR code jumps to Spotify, Apple Music, and Amazon Music.
Content people actually share.
Content designed to travel. Product designed to be worn, gifted, and collected.
- Mini comedy sketches
- Dating advice with Keith
- Relationship stories
- Fan confession series
- Keith reacts to fans singing Twisted
Co-branded drops timed to tour dates and cultural moments. Distributed via retail and twistedtea.com.
A VIP Weekend.
- Meet Keith Sweat
- Private soundcheck
- Luxury hotel stay
- Front-row tickets
- Twisted Tea VIP package
Remix the culture.
A modern release strategy for a classic record — plus a PR runway that keeps it in the conversation all summer.
How the deal works.
Three paths structured for different appetites. One is our recommendation.
Hybrid Fee + Revenue Share
Meaningful upfront value plus ongoing participation. Aligns both sides to the campaign's performance.
- —Upfront partnership fee: $500K – $1M
- —Campaign production funded by Twisted Tea
- —Merch: 20–30% net profits to Keith's entity
- —Co-branded VIP experiences: 15–25% net
- —Performance bonuses tied to milestones
- +Limits fixed costs
- +Rewards campaign performance
- +Ongoing upside for Keith
$3.5M–$4.5M estimated year-one investment.
A working range for a first-year campaign. Line items are directional and calibrated to scale.
Get Twisted Summer.
Not a one-off ad. An annual cultural moment, refreshed each summer.
Refreshed each year with new content, new concerts, new limited packaging, and new fan experiences — a recurring platform consumers look forward to.
Let's Get
Twisted.
Ready to build the loudest, brightest, most-shared summer campaign in the category. Let's talk terms.