OVERVIEW

Evolution Fresh set out to save moviegoers from their “flat soda ritual” with a fresh twist on going to the movies. Instead of sugary, artificial drinks, audiences were invited to BYORFS (Bring Your Own Real Fruit Soda), made with organic squeezed juice, no added sugar, and gut-friendly prebiotic fiber.

The campaign came to life through smuggle-ready props like faux casts and cowboy hats with hidden soda compartments. After a Fast Company feature and buzz across AdAge and other outlets, the cowboy hat sold out in minutes. *Tips cap*

The creativity connected. The activation drove 286.9M+ impressions, 9.98M video views, and an Instagram view rate that exceeded benchmarks by over 12x. PR delivered 180M+ earned media impressions, more than 4x the campaign goal, while paid media efficiency surpassed benchmarks across TikTok, YouTube, and Meta.

Bold storytelling. Measurable impact. Soda at the movies just got real.