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—a custom tri-mitten that let friends hold hands while sipping the new beverage—alongside the Together Tether, an oversized scarf designed for two.

To extend the world-building, I partnered with creative teams to produce a retro-style infomercial, developed the campaign narrative and messaging, and launched 844-4-SMITTEN, a nostalgic call-in hotline where fans unlocked exclusive offers in true early-2000s infomercial fashion.

The earned-first campaign generated standout coverage in Ad Age and Parade, reasserting Auntie Anne's place in mall culture while establishing a new, nostalgia-driven holiday platform rooted in the brand's iconic heritage.