Kum & Go
You may not notice, but every summer, gas stations run soda deals. Why? More sales in-store mean they can lower gas prices, which in turn means more customers. They usually compete on price. I don't believe in giving away money unless necessary; I believe in ideas. This is Pop vs. Soda.
Two words. One giant argument.
The insight? People are passionate about what they call their colas. And it's called something different in different parts of the country. We aimed to start a fight, so we took the Cola Civil War to the streets—literally. Drivers weren’t just debating directions anymore. They were arguing semantics. And buying drinks.
Printed in black and white. Argued about in full color.
We turned a traditional medium into an old-school battleground. Editorial integrity was preserved, but friendships were not.
Every entrance became a battleground.
You couldn’t walk into the store without being asked to take sides. Customers weren’t just opening doors—they were opening discussions about carbonated identity.
We made buying a drink personal.
From cooler doors to fountain machines, the store turned into a soft drink arena. Neutrality? Not an option.
We built a real-time website where purchases turned into votes. Red cups for soda, blue cups for pop. The nation watched. The data poured in. The tension fizzed.
Live beverage polling. Democracy with fewer commercials.
It All Came Down To The Cups
Pop and Soda were labeled loud and proud. People chose their side with every sip. These weren’t just vessels—they were voting machines.
The Result
Sales went up over 20%. That’s a win for carbonated democracy.
Not only was it their most successful summer soda campaign ever, it sparked debates, drove traffic, and most importantly—moved product. Proof that a good idea beats a good discount.
