stubborn soda
stubborn soda
stubborn soda
stubborn soda
stubborn soda
stubborn soda

Stubborn Soda
How do you ensure your new craft brand can stand on its own two feet?


Stubborn Soda was a new addition to the Pepsi portfolio. But as a craft brand, it couldn’t simply ride the reputation of its distinctly corporate parent company. Stubborn needed a unique campaign to drive sales, and they needed it quickly: when one soda giant innovates, the competition is never far behind.


We knew we had to elevate awareness rapidly on both consumer and distributor levels. Trade shows are a great way to contact a condensed audience, and San Diego Comic Con (perhaps the mother of all trade shows) was likely to pull the perfect crowd for a punchy little brand like Stubborn.

SDCC is a deluge of merchandise, so straightforward sampling just wouldn’t cut through: we were going to have to make a scene. We enlisted the heavy-hitting influencers and personalities that best fit the Stubborn brand, and deployed them in an attention-grabbing stunt you wouldn’t find anywhere else. In the Stubborn Stare-Down Booth, event-goers could try to outlast our stubborn mascot in a staring contest – assisted by a free dose of Stubborn, of course.

We continued to seek out our demographic elsewhere in their natural habitat –  pairing Stubborn Soda with “craft style” fast-casual restaurants like Umami Burger.


75,000 samples distributed over 4 days; 11MM consumer & media impressions

What we did

  • Trade show booth
  • Sampling
  • Brand experience
  • Influencer marketing
  • Consumer engagement