Art Direction, Strategy, Design

King of

Pops

Branded Experience

Challenge

Create a branded experience that expands brand inclusion and brand loyalty into more regions of the United States with an older target audience

Solution

Create a pop up travel event in different states creating custom boozey flavors based on each state's identity. At the end of the event, create an unifying flavor for the south coast.

Solution:

Phase I.

Research

Because of the unrealistic nature of traveling all 50 states in a campaign we decided on a specific states that have higher probability of popsicle purchases to scale down the costs of the campaign.

Which states to pick?

Let's start with the hottest ones!

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Lets see which states made it!

  • Florida

  • Georgia

  • South Carolina

  • Alabama

  • Mississippi

  • Louisiana

  • Texas

  • Arizona

  • California

  • New Mexico

Phase II.

Custom Flavors

It's time to decide which drink flavors should be created to represent each state as well as changing their icon packaging to separate these campaign pops from their current existing ones. I chose alcoholic flavors because it's something the brand has never done before and extends to ages 21+

Let's do some booze research!

  • Florida - Margarita

  • Georgia - Old Fashioned Honey

  • South Carolina - Ramos Gin Fizz

  • Alabama - Hammer Slammer

  • Mississippi - Hurricane

  • Louisiana - Mint Julep

  • Texas - Blueberry Pomegranate Pecan Mojito

  • Arizona - Mule Cocktail

  • California - Rum Swizzle

  • New Mexico - Tequila Chimayó

Phase II.

Packaging Designs

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Original Packaging

These packaging designs will change the white iconography on the current packaging style to keep it cohesive, yet unique the the campaign.

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Florida - Margarita

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Georgia - Old Fashioned Honey

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South Carolina - Ramos Gin Fizz

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Alabama - Hammer Slammer

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Mississippi - Hurricane

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Louisiana - Mint Julep

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Texas - Blueberry Pomegranate Pecan Mojito

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Arizona - Mule Cocktail

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California - Rum Swizzle

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New Mexico - Tequila Chimayó

Phase III.

Road Trip Time

Phase III.

The Southern Popsicle

After the completion of the pop up popsicles, a vote will be put to order. Customers are prompted at the pop up stand to cast their votes for their favorite alcoholic popsicle. When the trip is over and the votes are tallied, we welcome the creation of the Southern Pop voted by consumers themselves!

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