F!ZZ is a playful celebration of bubbles that embraces the concept of effervescence. Every aspect of F!ZZ reinforces a singular and consistent brand vision, from the creative drinks to the imaginative space and visual identity system. Spinning striped globes, custom illustrated flavor avatars and circular mixology stations all call back to the spherical shape of a bubble. This 360-degree immersive event includes actual bubbles and smoke, flavor scent tubes, a DJ and fizzologists who create unique drinks that embody the fun-spirited nature of F!ZZ. With unexpected ingredient combinations—including flavor shots, garnishes and foams—we create a fun, adventurous way for consumers to deconstruct and reconstruct soda. Drink options include creative flavors such as “Hulk Smash”—Mountain Dew with a lime flavor shot, coconut milk, raspberry foam, frozen strawberry threads and green apple pop rocks—which were enjoyed from a bubble-shaped cup.

We created a structural platform that houses all the execution elements of F!ZZ, including underground piping and a back-of-house structure that is integrated holistically. F!ZZ is built for both indoor and outdoor events so all aspects must be weather compliant and consistent with the brand vision. The event space was designed with operational flow in mind. Guests interact with the engaging user interface of Pepsi Spire, watch a fizzologist create their drink of choice and finally move to the toppings bar to complete their F!ZZ drink with delicious garnishes. The F!ZZ tower functions as a brand beacon, visible from a distance, emitting bubbles and smoke to grab the attention of those passing by. F!ZZ at the World Maker Faire was attended by over 100,000 people. During the three-day span over 170,000 visited the NFL Experience during the Super Bowl 50 week where F!ZZ had a substantial presence interacting with consumers.

To date, F!ZZ has received an overwhelmingly positive reception. At the World Maker Faire in 2015 it won the Maker Faire Editors Choice Blue Ribbon Award for outstanding brand activation. The popularity of F!ZZ at events is undeniable—guests line up and eagerly await their chance to create their own personal F!ZZ drink. Event guests surveyed said they would recommend F!ZZ to friends and family. People inquired about where to find F!ZZ at a retail location near them, and 4 in 5 guests surveyed said they would be likely to go to F!ZZ if it opened in their area. Ultimately, F!ZZ allows people to reimagine PepsiCo’s beverage brands, leaving them with a memorable experience and a lasting impression of PepsiCo as an innovative company and a thought-leader in the soda mixology movement.