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
- Brand experience
- Influencer marketing
- Consumer engagement