New York City is all about convenience and community – embodied by the countless local bodegas that have become a normal part of every New Yorker’s daily routine. So, what better place for Welch’s to create a communal moment and give everyone a chance to try its new line of Zero Sugar juices. That’s why they teamed with independent creative agency Superdigital to launch Welch’s Zero Bodega: a pop-up experience in the heart of NY’s West Village with a surprise speakeasy that brings a dose of the unexpected to one of America’s most beloved brands.
Running from January 23rd-26th, Welch’s Zero Bodega faithfully recreated a NYC corner store but filled with a range of free Welch’s Zero Sugar-themed merchandise and products. This included pens, notepads, chapstick, stickers, lunchboxes and more, as well as their full line of Zero Sugar juice flavors like passionfruit, grape, tropical punch, and strawberry. Visitors were encouraged to explore the space, shop, take photos and sample products.
However, that’s just where the experience began. Once they checked out at the counter, visitors received a special Welch’s scratch-off ticket and were directed to a secret speakeasy door which could only be entered using the password “you gotta sip it to get it”. Inside, they were greeted with a chance to hang out in an immaculately-designed lounge, take pictures at Welch’s vintage ad gallery wall and order free Zero Sugar juice drinks served in cocktail glasses. They could even scratch their tickets for a chance to win a prize, like Welch’s Bodega-branded sweatshirts and socks or even a $250 gift card to “zero out” your grocery bill.
“Corner stores and speakeasies are a pillar to NYC culture,” explains Superdigital Partner and General Manager Biz Hennigan. “So, we knew this activation would be the perfect way to give a legacy brand like Welch’s an opportunity to not only introduce their new Zero Sugar juice but do so in a way that shows they are continuously innovating and refreshing the way customers think about Welch’s.”
Central to the activation’s success was the attendance by beloved NYC creators like Jeffrey Harnish, Sarah Hodgson, Alexa Matthews and many, many others who got the word out and kept the community buzzing’ both IRL and online. The pop-up drew almost 3,000 people, with visitors sampling nearly 10,000 products and drinks and generating 7M+ organic impressions across social from posting and tagging about their Welch’s bodega experiences.
Superdigital led everything from creative and strategy to production, logistics and management of all the vendors it took to bring the concept to life. By conceptualizing a campaign that used an IRL experience to drive conversation online, the agency helped add a surprising wrinkle to Welch’s storied legacy. “This is the type of work that Superdigital excels at; helping brands find relevance online and off,” adds Hennigan. “Not only did an engaged crowd of New Yorkers sample the new Zero Sugar product, but we helped make Welch’s a part of a cultural moment in one of the most vibrant cities in the US. It’s exciting to know that a brand with such history is still experimenting with new approaches and keeping up with consumer demands and interests. We’re proud to partner with Welch’s to help make sure people know that.”
