BEVERAGES – SOFT DRINKS
Joseph Ehlinger Pepsi Sierra Mist Introduction

Sierra Mist National Introduction

Largest 1 Day Sampling Event in Pepsi History


Assignment: Transform 9,000 bottling plant employees into a one-day street sampling army to generate mass awareness and interest in PepsiCo's new lemon-line soft drink Sierra Mist.

I wrote the Field Activation Guide that provided plant adminstrators step-by-step instructions and the tools to train employees. The sampling day activation was led by Vivid Marketing in Atlanta, an experiential agency. See video below.


VIDEO

Sierra Mist Takes Manhattan

Pepsi staffers took to the streets of New York City on a bitter cold day in January. They gave New Yorkers their first taste of Sierra Mist in high-traffic areas, such as Grand Central Station and Times Square. The low temperatures did not chill their irresistible enthusiasm. I shot and edited the event. Take a look.

Joseph Ehlinger Experiential Pepsi Sierra Mist Introduction

Guide to Record Results

Even by PepsiCo standards, the Sierra Mist National Sampling Day was an ambitious effort. Here are the results:

  • 9,000 employees volunteered to participate
  • 135 markets activated
  • 5 million Sierra Mist samples distributed
All working together from the Activation Guide I wrote. All in all, a sparkling success.