Crunch. Sip. Smile. Maze

As presenting sponsor for Kroger’s Wellness Festival in Cincinnati, Ohio, PepsiCo wanted to showcase just how their large portfolio of Better For You products delivers on their purpose of creating more smiles with every sip and every bite. Our challenge was weaving together all these distinct brands’ unique wellness offerings into one joyful space.

Weaving all 8 of these iconic brands together into one joyful space is no small task, so we built a larger-than-life “Crunch. Sip. Smile” Maze, offering consumers a chance to explore each brand and discover surprises behind every corner. Whether it was finding balance on bare’s apple slice seesaw, hopping out of bed for a Quaker-fueled morning, or getting lost in a bubly balloon wall, fans got to experience their favorite iconic brands brought to life like never before as they learned more about the wellness benefits behind each product.

With no end to the instagrammable moments on display throughout the maze—and to inspire even more participation—we asked fans to snap pics along the way and #ShareASmileWithPepsico to enter a sweepstakes for their chance to win an all-expenses-paid wellness retreat at Omni Grove Park Inn in Asheville, NC, or a $100 Kroger gift card.

All told, the maze helped show off eight iconic brands and as they shared around 150,000 samples to visitors over the two-day event.

RESULTS
• 150,000 Samples Served
• 125,000 Attendees
• UGC Content

THE TEAM
Creative Direction: Kelly Farquhar
Art Direction: Kim Medina, Micaela Todd

MY ROLES
Ideation & Brainstorming
Concepting
Design