Hansen’s Natural Soda

Hansen’s Natural Soda had flat sales and declining consumer awareness in one of their top markets, San Francisco. They wanted to create a fun, energy-packed, and memorable campaign focused on San Francisco to help raise awareness and stimulate sales for their natural beverages.

ParkerWhite saw a need to reconnect with a generation that grew up on Hansen’s. To maximize reach, we focused on creating an experiential campaign that converted into a press-worthy story. The “Hansen’s Loves San Francisco” experiential marketing campaign was a 6-week promotion that featured an online photo contest for people to submit photos of themselves in the city they love, with the product they love. Photos were uploaded to a microsite, where they were encouraged to share to get the most votes. An experiential street team spread the word in San Francisco, tweeting their locations throughout the day and uploading daily street team photos while engaging consumers with drink samples.