Pop Vs Soda
Kum & Go
Kum & Go, a convenience store chain, needed a cool and refreshing idea to sell more fountain drinks over the summer months, and to drive traffic inside the store. SA was able to transform a summer fountain-drink promotion into a referendum on American culture: should you call it “pop” or “soda”? We pulled together an integrated marketing team to launch the campaign in full force.
Two separate fountain cups were produced, with unique barcodes and characters, one for “pop” and the other for “soda.” Customer preferences were tracked in 13 states based on which cup they chose for their fountain drink. Characters could be seen on TV, outdoor billboards, in-store signage and at the pump, and customers could vote online on a special microsite.