Slice

Relaunching an iconic soda brand for a new generation.

Brand launch · Integrated Campaign · Social Strategy · Activations · AI Innovation

Role: ACD + Creative Lead

Problem

Reintroduce an iconic soda to an entirely new generation while competing in an increasingly crowded healthy soda category.

Created a culture-first social identity fueled by experiential moments, creator partnerships, nostalgic storytelling, and AI-powered earned media.

strategy

#2 Healthy Soda Brand

120M Earned Media Impressions

150% Household Penetration Growth (vs Poppi)

+23% ACV

Clio Music Silver

Digiday Winner

Effie Shortlist

IMPACT

The Big Idea

Slice wasn’t just making a comeback, it needed to feel like it had never left. We leaned into the nostalgia people remembered while introducing the brand to an entirely new generation through social-first storytelling, experiential activations, creators, AI, and earned media.

Award-winning Launch

The Fizz FM

A new FM station in Los Angeles: 106.3 The Fizz FM, is broadcasting entirely AI-generated content. From the DJ and song lyrics to the fictional bands and backstories, everything is created with artificial intelligence. The twist? It’s all part of a marketing push for the return of Slice soda, now with a healthier recipe.

Stream Now

ai music videos

Created with Google Lighthouse: VEO 3

Recognition

CLIO MUSIC, SILVER

Music Marketing Innovation

DIGIDAY WINNER

Most Innovative Use of AI by a Brand

EFFIE SHORTLIST

David vs. Goliath - Situational: Products

Showing up IRL

THROWBACK PRICING

Recreated the excitement of ‘90s vending machines by surprising fans with 25c Slice, local block parties, and real-time social storytelling.

Vans warped tour

Brought Slice directly to nostalgic fans through festival sponsorships, sampling, creator content, and immersive brand moments.

nyc Takeover

Turned Manhattan into a Slice playground with OOH, street teams, breakdancers, sampling, and social-first content.

Faxing all influencers

To introduce Slice to creators, we mailed working fax machines loaded with nostalgic surprised, exclusive vintage merchandise, and Slice soda, transforming an outdated technology into a highly shareable social moment.