Keurig Dr Pepper VP+ Meetings
Virtual walk through of the four spaces.
Keurig Dr Pepper (KDP) brand marketing leadership was looking for experiential and impactful solutions to illustrate the results of their most recent robust consumer insights and trends research at their annual VP+ Conference, an exclusive gathering for high-level internal decision makers.
Our strategy was to create four unique IRL vignettes, each displaying and expressing the lifestyle and environs of unique demand space’s consumers - along with the products they use - through the use of multi-sensorial elements. In addition with focused KDP items, competitive and trending products were interwoven into these “please touch” exhibits, with a plethora of curated objects as well as specialized ambient soundscapes and aromas that helped bring visitors in to each world.
The four suites included:
Connecting With Friends: an upscale restaurant’s outdoor patio.
Healthy Hydration: a high-end yoga and pilates workout studio.
Active and Social Kids: a bustling school cafeteria.
Casual Get Together: a calm and serene home scene.
This was a creative and fun challenge for certain; to bring the research deck to life in the Omni Dallas Hotel’s ballroom foyer, but given a somewhat blank palette, Corey and the agency team rose to the occasion and knocked it out of the park.
As Executive Producer, he drove these concepts from ideation through development elbow to elbow with Strategy and Creative leads and the client marketing directors and VP’s. To execute this vision, Corey coordinated with the venue to lead seamless logistics, directing hand selected design and fabrication vendors to partner with and build each space.
Healthy Hydration
Focused on refreshing water and re-fueling beverages.
A zen-like calm greeted the executives with calming, meditative music and the aroma of patchouli and lavender leading them to awaiting yoga mats. The cubby shelves held athletic gear, but also broader beverage choices like Core water and its competitors in the category.
Active and Social Kids
Crowd-pleasing, nostalgic, and healthy beverages and drinkables.
The school bell sounds over the boisterous chatter of cafeteria gossip. Juice and snack packs are shared, Pokemon cards are traded, and homework is ignored.
Connecting With Friends
A modern and contemporary happy hour scene.
It’s always five o’clock in this corner, one of the louder settings with the big game on the big screen, and the sounds of modern country on the speakers. The smell of nachos and refreshing sodas and mixed drinks added to the indulgent fun.
Casual At Home
Whether it’s me-time or us-time, it’s always relaxing time here.
It’s time to treat yourself. Sit back, catch up on your books, your streaming shows, or with a good friend or relative. Whether it’s taking a break from WFH, or a weekend afternoon.
