Submitted by Butler, Shine, Stern & Partners

A Fresh Twist on Movies

Butler, Shine, Stern & Partners built a smuggle-ready prop campaign for Evolution Fresh that invited moviegoers to bring real fruit soda, reporting 286.9M+ total impressions.

145% view rate on Instagram , beating benchmarks by 12xInstagram view rate
Paid media significantly outperformed benchmarks, including TikTok CPMs down 62% and YouTube VCR up 107%TikTok CPM change versus benchmark
180M+ earned media impressions , 4x the PR goalearned media impressions
Influencer content generated millions of views, with 43,780 total engagements and 6.08M+ total views/impressionsinfluencer content engagements
286.9M+ total impressions and 9.98M+ video viewsvideo views

Case in 60 seconds

Evolution Fresh sells a soda made with organic squeezed juice, no added sugar and prebiotic fiber, while the cinema concession stand offers sugary, artificial drinks, so the brand had no route into the auditorium.

The campaign appears to turn on the flat soda ritual the page describes, because moviegoers accept the concession drink as a fixed part of the outing rather than a choice they actively make.

BYORFS, Bring Your Own Real Fruit Soda, framed a fresh twist on going to the movies as an invitation to carry the drink in rather than buy whatever the theater happens to sell.

BSSP produced smuggle-ready props, including faux casts and cowboy hats with hidden soda compartments, and ran paid media on TikTok, YouTube and Meta alongside influencer content and press coverage in Fast Company and AdAge.

The agency reports 286.9M+ total impressions and 9.98M+ video views, 180M+ earned media impressions at 4x the PR goal, and a 145% view rate on Instagram, beating benchmarks by 12x.

Strategy Breakdown

The primary strategy-learning section — interpretation, not a press-release summary.

Moviegoers, described on the page as audiences stuck with a flat soda ritual at the cinema.
Going to the movies carries a fixed drink ritual, and the page names that ritual as flat soda, so the tension sits between an outing audiences choose and a drink they simply accept once inside.
A soda made with organic squeezed juice, no added sugar and prebiotic fiber cannot buy its way onto a concession menu, so the point of purchase inside the theater was closed to the brand.
Evolution Fresh took the role of the drink audiences bring themselves, which converts an absence from the concession stand into the organizing premise of the work rather than a limitation to work around.
The props read as an attachment to a habit audiences already have, since carrying a drink into a cinema is existing behaviour, so the campaign borrowed it instead of asking for something new; the page does not state whether that behaviour was researched.

Creative & Execution System

Assets & channels

  • Instagram
  • Meta
  • TikTok
  • YouTube

Partners

  • Butler, Shine, Stern & Partners (lead_agency)

Participation mechanic

  • Audiences were invited to BYORFS, Bring Your Own Real Fruit Soda, carrying the drink into the theater through smuggle-ready props such as faux casts and cowboy hats with hidden soda compartments.

Results & Evidence

MetricValueResult type
Instagram view rate145% view rate on Instagram , beating benchmarks by 12xperformance
TikTok CPM change versus benchmarkPaid media significantly outperformed benchmarks, including TikTok CPMs down 62% and YouTube VCR up 107%performance
earned media impressions180M+ earned media impressions , 4x the PR goalimpressions
influencer content engagementsInfluencer content generated millions of views, with 43,780 total engagements and 6.08M+ total views/impressionsvideo_views
video views286.9M+ total impressions and 9.98M+ video viewsvideo_views

Why Butler, Shine, Stern & Partners's strategy worked

  1. 1

    A branded object that has to be concealed to be used gives an audience a reason to own it, which the page shows in a cowboy hat with a hidden soda compartment that sold out in minutes.

  2. 2

    Trade and business press appear to reward a physical object over a product claim, because the props drew the Fast Company feature and AdAge coverage, and earned media carried 180M+ earned media impressions, 4x the PR goal.

  3. 3

    Framing a category entry as a ritual to escape rather than a competitor to outspend gives a smaller brand a target it can name without buying share of voice against soda.

  4. 4

    Efficiency reported as TikTok CPMs down 62% and YouTube VCR up 107% suggests the prop films travelled on their own premise, which lowers what the same reach costs to buy.

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