To launch Welch’s new Zero Sugar line, I helped bring the brand’s Zero Bodega pop-up to life, transforming a classic New York corner store into a playful zero-sugar speakeasy. I concepted ideas that captured the bodega’s charm and energy, then worked on-site during the launch to execute content that reflected the event’s spontaneous, high-energy atmosphere.

I developed and pitched several creative approaches to activate the space, blending humor, local culture, and brand storytelling. During the event, I worked closely with production and social teams to capture content in real time, responding quickly to crowd reactions and unexpected moments. When the pop-up unexpectedly sold out, I helped turn that surprise into content that amplified excitement online. The creative approach turned everyday New York details into shareable moments that celebrated the authenticity and fun of Welch’s Zero.

Impact

The Zero Bodega was a hit with a packed turnout and strong social engagement. The activation introduced Welch’s Zero to new audiences and positioned the brand as fresh, relevant, and culturally aware.