The scope
Babe’s founder wanted a social-media-savvy agency that could turn a brand experience into a cultural conversation — so the wine brand could hijack Super Bowl weekend in Miami and earn media through a clever, disruptive brand act.
The strategy
Capitalize on Miami’s car culture and Babe’s bubbly, playful spirit: take over a Wynwood car wash and turn it into a pink, Instagram- and TikTok-ready pop-up party.
The solution
POPLIFE staffed the takeover with a fleet of brand ambassadors and produced the full experience — a headline DJ set and celebrity host, custom pink snacks, a branded vending machine, floor-to-ceiling Babe branding, and a wine smoothie bar.
Results
- 20M views on social media
- 3 years of permanent branding, driving countless ongoing impressions
Explore more: This work is part of POPLIFE’s CPG and Experiential Marketing capabilities.
Want a disruptive brand act like this? Let’s talk.
POPLIFE promotes responsible enjoyment. All programming is built for adults of legal drinking age (21+) and complies with TTB advertising rules.
