CHALLENGE:
PepsiCo was introducing Starry, a refreshing new lemon-lime soft drink to food service accounts. Since Starry was so recent it had zero awareness with our Gen-Z target. We had to educate restaurant-goers about Starry’s vibrant flavor profile and put it on the map.
INSIGHT:
Gen Z is a generation that has inherited a world on fire. They deal with many daily stresses and look for brands to help them blow off steam. A favorite escape? Gaming. In fact, 95% of Gen Z are gamers. So, what if we could showcase Starry’s refreshing flavor by gamifying it?
IDEA:
Inspired by Candy Crush, a favorite with Gen-Z, we dropped Starry Squeeze. Bursting with juicy lemons, limes and sparkling ice cubes, it brightened their day and showcased the drink that “hits different.” Just scan the POS and guests could play for awesome Starry prizes like coolers and bomber jackets and other Starry swag. They could also instantly share their score on social to invite friends to play.