To launch Auntie Anne’s Sparkleberry Lemonade — a glittery, winter-blue twist on the signature lemonade, I developed a 360 campaign that transported fans to the holidays of the early 2000s.

Inspired by the drinks shimmery Y2K aesthetic and our nostalgic mall roots, we decided to build a world around the 2000s, drawing inspiration from the over engineered products of the early aughts like Hairagami and the Betty Crocker Bake n’ Fill. This birthed Sparkleberry Smittens, an exclusive tri-mitten set designed to keep your hands warm while you sip Auntie Anne’s new Sparkleberry Lemonade, without ever letting go of your favorite person. We also premiered the Together Tether an XXL scarf designed for two.

To deepen the world-building , I partnered with our creative teams to produce an infomercial for the product as well as a retro call-in hotline — 844-4-SMITTEN — where fans received exclusive promo codes in true early-2000s infomercial style. From messaging and narrative development to merch positioning, I shaped an earned-first approach that helped reassert the brand’s place in mall culture, drove strong social and press interest, and established a new, playful holiday lane built around the brand’s iconic roots.