Wawa Siptopia: Making a Summer Destination
Broadcast - Radio
Broadcast - Television
Out of Home Advertising
Retail, POP & Merchandising
Project Overview
Wawa, a chain of popular convenience stores in Pennsylvania, New Jersey, and Florida, partnered with Brownstein Group to create a campaign platform that would generate sustained awareness and excitement over a 10-week long promotion of their specialty beverage offerings.
Details
Brownstein Group knew that in order to make Wawa a destination, they needed to create a platform that would stand out from other promotions. The solution? Brownstein Group created a singular branded campaign platform called “Siptopia.”
Siptopia is a magical world, capable of transforming Wawa handcrafted beverages into a smile in a cup. “When you take a sip, you put happiness into your everyday.” Siptopia came to life through the name, customized look and feel, as well as TV and radio spots, billboards, in-store signage, and associate T-shirts.
The Siptopia campaign helped Wawa exceed very aggressive campaign sales targets by 58%. It significantly grew and retained market share in the Florida market, and set the stage for further success in the Mid-Atlantic.
Siptopia is a magical world, capable of transforming Wawa handcrafted beverages into a smile in a cup. “When you take a sip, you put happiness into your everyday.” Siptopia came to life through the name, customized look and feel, as well as TV and radio spots, billboards, in-store signage, and associate T-shirts.
The Siptopia campaign helped Wawa exceed very aggressive campaign sales targets by 58%. It significantly grew and retained market share in the Florida market, and set the stage for further success in the Mid-Atlantic.
