Sierra Mist
Initiative
To fuel brand awareness and advocacy for the brand’s new flavor — Sierra Mist Ruby Splash — Grow crafted a 360° experiential marketing campaign to surround and engage the savvy, 20-something target on their turf and on their terms. On-the-ground teams infiltrated multiple markets with a range of grassroots tactics — from product delivery for private influencer events to seeding in target-rich lifestyle venues to weekend guerilla sampling — fueling a wave of authentic word of mouth.
Press
results
- Hand-delivered product and tools to spread the word to 300 private influencer events, from BBQ’s to beach parties
- Seeded 75 lifestyle venues with month-long on-site presence and product
- Distributed 280,000+ cans to the qualified target
