Olipop commissioned Intertype Studio to collaborate with Paramount to introduce a new soda flavor and create a SpongeBob edition to coincide with the release of the new “SpongeBob SquarePants” movie, placing Olipop at the center of this cultural moment and increasing brand awareness with a huge new fan base.
“We started with naming the new to world soda, naming the new flavour ‘Pineapple Paradise’, which is a fun link back to SpongeBob’s underwater home in Bikini Bottom.”
The initial task was to create a custom design for the can, but we thought, why not turn the new gift into a treasure hunt? We turned the cans into five collectible characters, each with a different, highly expressive facial expression inspired by SpongeBob’s playful and quirky personality. The treasure hunt was planned across Olipop’s social channels to find them all!
Each carton contains just one of the facial expressions and invites the consumer to be part of the ‘Search for SquarePants’, to collect each of the different can designs and link back to the movie’s title.
When lined up on shelf, the different SpongeBobs appear to interact with each other, creating a fun brand block, ultimate stand out and driving collectability.
The result: by creating a treasure hunt experience and not just a can, the new drink tops Olipop’s portfolio and is the most trialled flavour innovation ever!
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