Looking to capitalize on millennial nostalgia, ready-to-drink mocktail-maker Atypique has tapped AJ McLean, the one-time bad boy of the Backstreet Boys, to be the face of its summer campaign.

The singer will act as a formal brand ambassador with a national consumer contest, aptly titled Atypique x AJ McLean Summer Contest. He will also host two exclusive parties this summer in Montreal and Toronto.

“We’re beyond excited to announce this new partnership with AJ McLean,” says Jean Gagnon, senior director of cold beverages at Keurig Dr Pepper Canada, which owns Atypique.

“When it comes to drinks, Canadians are looking for choice. We love that Atypique can be the go-to option – whether people are choosing not to drink at all or just for an evening.”

The Atypique x AJ McLean Summer Contest is open until September 24. Canadians can win access to the Atypique x AJ McLean dance parties, which will be held in Montreal on July 9 and Toronto on July 11. The brand will also give away weekly prizes all summer long, including an all-expenses paid trip to one of the invite-only dance parties.

Some of those weekly prizes include signed sneakers, Ticketmaster gift cards, signed hoodies and posters, wireless speakers and, naturally, cans of Atypique.

“AJ and I met in Montreal last year and we instantly connected on our decision to live choicefully,” says Étienne Boulay,  Atypique brand ambassador. “We couldn’t think of a better way to celebrate the lifestyle that Atypique offers than by hosting two epic dance parties this summer. I cannot wait to bring AJ back to Canada, and celebrate with the Atypique community in Toronto and Montréal, my hometown.”