The brand was in crisis due to the lack of communication, so we decided to create a promotional activation specifically for skaters in order to gain back the love that our target used to feel for the brand. That's why we did an innovation in our bottle so it could be relevant for our target.

Dew Bottle Tool was launched in several skateboard tournaments and then was distributed among skateboard shops where it sold out in no time and also gained popularity among the skater's community.

Our mail channel was our own bottle, we modified it to be completely functional and relevant for the skater community in Colombia also we wanted it to be consider as souvenir for skaters, in order to support the idea we used activations in which we recorded videos that showed this innovation, these videos where shared by popular skaters in Colombia and that helped us to have a bigger reach in the skater community.

Interviews were done for a local study and 90% of the skateboard community rated the Dew Bottle Tool with a 10/10

the remaining 10% gave it a 9/10. The skater community shared our video among social media networks generating conversations around the innovation we did to our bottle.

The Dew Bottle Tool was sold out in less than 2 days and the skater community demanded to have more of this special edition through social media networks.

The Dew Bottle Tool got Pepsico's international attention and thanks to this is now on its future plans to implement it globally.

Although The Dew Bottle Tool was launched with a low budget, its reach was incredible, the innovation we did to our bottle was protagonist in one of the most important skate tournaments in the country and was sponsored by Onboard shop the most important skate shop in Colombia.