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Word Smith: Rizz

Let’s start at the beginning. Words are created all of the time in micro-cultures and in kid-speak. Rarely, however, do they become so pervasive and persuasive as they have in the shape-shifting vernacular of the internet marketing age. Take the slang word RIZZLER, for example, or Rizz for short. How did that word change so quickly to become part of the flavored drink product line-up and accompanying adult/adolescent/kid vocabulary?

It seems the word morphed from charisma, to rizz, to rizzler. And the word, in real time, was promoted by a 9-year old kid and an iced tea brand. The speed of adoption these days is dramatic and persuasive. But back to the question: how did this phenomenon happen? From the finger on the chin to the weight control problems of our “rizz faced” boy wonder, what is going on?

In a phrase, “its all about TikTok, and X, and Instagram” and the sheer marketing buzz that followed.

It started out as an April Fools’ joke (that is April 1, 2025 for all of you social media watchers out there) by a kid named Christian Joseph Savasta. And now it is a full fledged product launch by Arizona Ice Tea Company.

Get this: Arizona, known primarily for its 99¢ iced-tea in tallboy cans, is now slated to be releasing a new berry-flavored carbonated juice cocktail that will be called “Rizzler Berry” in October. According to the Wall Street Journal (not known as a social media marketing powerhouse), the beverage company has hired Savasta and now has him as part of management: “We have consulted with our new CRO (Chief Rizz Officer), The Rizzler, to bring the most rizz-enhancing drink known to man.” Apparently that one post, as reported on X, has accumulated more than 10 million views, and counting.  

Savasta previously landed a spot on “The Tonight Show With Jimmy Fallon” last spring. And according to Reed Duchscher, the former manager of social-media star MrBeast, Savasta “The Rizzler’s” mass appeal blew up, during a Mets playoff game last year. When his face flashed across the jumbo-tron at Citi Field, the crowd “went ballistic.” Since then the influencer has signed more than a half dozen deals with brands such as Nintendo and AT&T.

According to the WSJ, while the Rizzler’s father, Bryan Savasta, won’t disclose exact figures, his son is “close” to reaching the million-dollar mark in earnings from brand deals. The Arizona deal marks the first time the preteen will receive a portion of sales generated from the product he is promoting.

Pretty darn amazing, and perhaps charismatic!