Starry
How we helped PepsiCo's newest lemon-lime brand break through a saturated category with interactive experiences that earned attention instead of buying it.
Starry entered a category dominated by legacy players with decades of cultural equity. PepsiCo needed more than shelf presence to make a new lemon-lime soda matter. They needed moments that Gen Z would choose to participate in, not scroll past.
We designed and built interactive brand experiences that gave Starry cultural velocity in its first year, turning product awareness into genuine brand affinity.
Breaking into a category where consumer loyalty is practically inherited. Sprite and 7UP own the cultural narrative. A new entrant does not get the benefit of nostalgia or habit. Every impression has to earn its own weight.
The brief was clear: create experiences that make Starry feel like a brand that was always here, not one that just arrived.
Rather than competing on volume, we designed for depth. Interactive experiences that rewarded participation, not passive viewing. Every touchpoint was built to create a moment worth sharing, a reason to stop, engage, and remember.
The visual system was bright, kinetic, and unapologetically bold, matching the energy of the audience Starry needed to win.
From festival activations to digital-first experiences, each execution was designed to travel further than the venue. Shareable by design, participatory by default.
The interactive layer turned passive brand encounters into active moments, giving audiences a reason to remember Starry the next time they reached for a drink.
Starry's interactive experiences generated engagement rates that outperformed PepsiCo's internal benchmarks. The campaign proved that a new brand can compete on cultural relevance without the luxury of legacy, if the experience earns it.