To launch Pepsi’s new trademark Tava, a zero calorie sparkling beverage, Grow created an immersive grassroots marketing campaign to drive awareness and trial within a highly targeted segment. The multi-market campaign was a three-pronged approach that continually touched and naturally surrounded consumers in their homes, at work and in their free time through custom-crafted experiences, including 600+ customized events and a national mobile tour that touched 100,000+ consumers.
- Realized 18% brand awareness in grassroots program markets versus 3% in traditional markets
- Ignited 8+ million peer-to-peer recommendations
- National press touted unique marketing approach, New York Times and NPR