Wawa grew from a traditional convenience store into a beloved brand with a cult-like following. Fans familiar with Wawa’s famous hoagies eagerly awaited the successful “Hoagiefest” promotion year after year. Wawa wanted the same love for a new promotion, featuring their high-quality, handcrafted specialty beverages. Brownstein was asked to generate sales, create excitement for 10 weeks, and make Wawa THE go-to summer destination.
Brownstein created a singular branded campaign called “Siptopia.” Siptopia is a magical world, where Wawa handcrafted beverages transform into a “smile in a cup.” This world would inform the entire campaign, and drive awareness and social buzz for 10 weeks in Florida, followed by a stint in the Mid-Atlantic region. Siptopia also came alive through the name, a custom look, TV and radio spots, billboards, in-store signage, and associate T-shirts.
While it’s impossible to count the thousands of happy customer faces, Siptopia helped Wawa surpass their sales target by 58 percent! It grew and retained market share in Florida, and set the stage for further success in the Mid-Atlantic.