Product Trial and Awareness
Gen Z relevance
Immersed guests in a Y2K nostalgia mall where they could taste the new Vita Coco Treats, snap content in a retro playground of fuzzy walls and claw machines, and explore era inspired zones.
Vita Coco wanted to break through with Gen Z in a way that made their new Treats line not just sampled - but talked about. That meant anchoring around trend-savvy nostalgia, driving lines in real life, and earning presence online, all within one weekend in New York.
We turned a Union Square venue into a full-scale Y2K mall - complete with fuzzy walls, branded snacks, claw machines, and a wild lineup of immersive throwbacks. Guests explored five distinct zones, captured content via facial recognition, and left with merch, piercings, and Treats in hand. From line-starting VIP previews to all-day consumer flows, the Nostalgia Mall delivered real-time buzz and feel-good flavor.
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