It’s a fact, Coyne helped generate awareness and reach a new consumer target by tapping into pop culture trends and maximizing collaborations and sports sponsorships.
The brand challenged Coyne to amplify awareness for Snapple’s integration in the video as Lil Nas X’s “Yee Yee Juice” of choice and to drive cultural relevancy with this target demographic. To reach this generation where they were and drive awareness for Snapple as Lil Nas X’s Yee Yee Juice of choice, Coyne identified the TikTok influencers that were instrumental in making the challenge go viral. These influencers then received custom mailers featuring Snapple Yee Yee juice and messaging around the brand’s partnership with Lil Nas X and a clear call-to-action to help spread the news via TikTok by participating in the Yee Yee Juice Challenge, this time with Snapple.
Snapple challenged Coyne to develop a way for the brand to capitalize on its new partnership with Major League Baseball (MLB) during All-Star Week. Inspired by the worldwide trend of bottle flipping, Coyne created the first-ever Snapple All-Star Bottle Flip Challenge to help the brand stand-out with the media and All-Star week attendees. Former MLB All-Star/World Series champion Cliff Floyd celebrates being crowned Snapple’s “Flip for Flavor” champion after beating Baseball Hall of Famer/19-time MLB All-Star Cal Ripken Jr. in the first-ever Snapple All-Star Bottle Flip Challenge.
To grow cultural relevancy with a new and younger audience, Snapple collaborated with Chicago streetwear designer Joe Freshgoods to create some of the best merch on Earth. Joe brought his design concept, “The Corner Store Was My Gift Shop,” to life with Snapple in the form of a co-branded pop-up retail experience in New York where fans could snag a custom bottle label and exclusive, limited-edition Snapple x JFG merchandise. To drive buzz for the collaboration and one-weekend-only pop-up shop, the Coyne PR team seeded VIP kits, with invites to a preview of the pop-up, to Joe’s friends and family, influencers, and top-tier media outlets.
