To launch Auntie Anne's Sparkleberry Lemonade—a glittery, winter-blue twist on its signature lemonade—I developed an integrated campaign that transported fans back to the malls of the early 2000s.

Inspired by the drink's shimmering Y2K aesthetic and Auntie Anne's nostalgic roots, I built a creative platform around the over-engineered products that defined the era. The centerpiece was 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.

To extend the world-building, I partnered with creative teams to produce a retro-style infomercial that premiered exclusively on Ad Age. The spot directed fans to 844-4-SMITTEN, a working number where in true early-2000s infomercial fashion, fans could unlock the Together Tether, an oversized scarf designed for two “while supplies last”.

The earned-first campaign generated standout coverage in outlets including Parade, reasserting Auntie Anne's place in mall culture while establishing a fresh beverage platform.