Snapple

Snapple came to us hoping to make an impact similar to what it had in the ’90s. Knowing that Gen Z is far less likely to pay attention to ads, we looked for nontraditional opportunities to drive brand relevance. We partnered with streetwear designer Joe Freshgoods to establish a true cocreation opportunity: Joe designed a custom Snapple label and a limited-edition merchandise line. The partnership drove an estimated 80 million impressions. We also worked with Columbia Records to feature Snapple in Lil Nas X’s “Old Town Road” music video. We custom-designed a bottle for the video, created custom packages for influencers, and mailed surprise-and-delight bottles to over 300 fans. Top national media outlets shared both traditional coverage and social media posts, which resulted in more than 74 million impressions.