work

Tava

Initiative

To launch Pepsiā€™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.

Results
  • 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
Videos