Sun Drop was becoming a victim of its own success. After dropping a hot TV campaign to launch the product nationally, the brand’s awareness was at an all time high - kids across the country were even dressing as the “Sun Drop Girl” for Halloween. However, all this awareness and buzz was not translating into product trial. One of the key insights discovered was that while people were getting to know the name Sun Drop, they were hesitant to try it because they weren’t quite sure what it tasted like.
Enter the Sun Drop Taste Master: a character brought to life by Code and Theory in order to spread the word on how surprisingly good Sun Drop tastes. We created a variety of experiential activations that ran over a 6-week period and allowed our Taste Master to educate and encourage Sun Drop’s target to get a taste of the lemon, lime, orange flavor.
From drone sample drops, to 20 ft shopping carts running through the streets of a town, a myriad of activation formats allowed the campaign to keep up with the speed of publishing and dynamic content types needed to feed a full social media program including digital video shorts, animated gifs, and even the use of our in-house studio to shoot 30+ custom and real-time consumer responses via Vine.