PLAN

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.

CREATE

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.

ACHIEVE

• Unit sales of cold dispensed beverages grew by 26% compared to prior year.
• Total inside sales numbers (non-gas sales) increased more than 7% compared to the same period the previous year.
• This campaign reversed a trend of declining store traffic, increasing numbers by 2% over the previous year.
• The response was so overwhelming that Kum & Go was out of the branded Pop vs. Soda cups by July and had to reorder.