Sierra Mist Brand Relaunch

Customer Challenge

After years of brand change and logo recreation, from Sierra Mist
to Mist Twist and back, PepsiCo needed to get back to basics,
to the familiar Sierra Mist brand that consumers know and love.
Sierra Mist reintroduced the nation to its product in original
brand form, complemented by a new, refreshing look, and partnered
with retailcomm to spread awareness that the crisp, refreshing
taste  of Sierra Mist had returned.

20,000 samples

Our Solution

With a team of spirited Brand Ambassadors, Sierra Mist set forth across the Great Lakes, popping up at 25 locations in 6 cities over 5 weeks. With iced-and-ready samples to share, the crisp, refreshing taste of Sierra Mist spread swiftly and deliciously back to the taste buds of America, reaching 20,000 tongues with tasty sips. The mobile experience complimented Pepsi’s national advertising, creating a groundswell of excitement from consumers that #SierraMistIsBack.
With a team of spirited Brand Ambassadors, Sierra Mist set forth across the Great Lakes, popping up at 25 locations in 6 cities over 5 weeks. With iced-and-ready samples to share, the crisp, refreshing taste of Sierra Mist spread swiftly and deliciously back to the taste buds of America, reaching 20,000 tongues with tasty sips. The mobile experience complimented Pepsi’s national advertising, creating a groundswell of excitement from consumers that #SierraMistIsBack.
Mobility
Sampling Sierra Mist was just one bubble in the bigger refreshing experience. After a 5k race, at the stair-steps of college stadiums, and heading out of professional sporting events, customers were greeted with a cheery photo booth and GIF station, complimented by props and take-home premiums, to snap, share and spread the real refreshment beverage made with real sugar.
Sampling Sierra Mist was just one bubble in the bigger refreshing experience. After a 5k race, at the stair-steps of college stadiums, and heading out of professional sporting events, customers were greeted with a cheery photo booth and GIF station, complimented by props and take-home premiums, to snap, share and spread the real refreshment beverage made with real sugar.
Entertainment
Reminding consumers of the familiar bright colors and lemon-lime branding of Sierra Mist, all event signage, assets, props and samples reflected the original brand with a refresh. Tents, tables, ice buckets and backdrops gave off a neon punch. Props and premiums formed the shape of lemons and limes for a playful, reminiscent display.
Reminding consumers of the familiar bright colors and lemon-lime branding of Sierra Mist, all event signage, assets, props and samples reflected the original brand with a refresh. Tents, tables, ice buckets and backdrops gave off a neon punch. Props and premiums formed the shape of lemons and limes for a playful, reminiscent display.
Flavor

The
Results!

10,000 cans
& cups
recycled
  • 20,000 samples

  • 10,000 cans & cups recycled

  • 1,000 hashtag shares

  • 100% fun

What We Heard.

See How We Did It For