EXPERIENTIAL MARKETING · BRAND ACTIVATION
Pocket's
Picnic Club
Turning a free sample into a summer afternoon people would rather post than forget.
CONCEPT RENDERING The Picnic Club activation as envisioned — sampling, lounge, games, and social moments.
TYPE
Self-initiated concept
ROLE
Strategy & creative direction
BRAND
Pocket’s Chocolates
DELIVERABLE
16-page activation deck
BRAND
CHALLENGE
THE MARKET
The “better-for-you” snack market is more competitive than ever, with consumers making purchases based on familiarity, packaging, and convenience rather than discovering new brands.
THE CHALLENGE
Pocket's Chocolates offers unique globally-inspired flavors, but unfamiliar flavors can make consumers hesitate at the point of purchase without an opportunity to taste the product or connect with the brand.
THE GOAL
Create an activation that transforms product sampling into a memorable brand moment, driving awareness, trial, and retail consideration.
THE COMPETITIVE SET
CONSUMER
INSIGHT
People don't remember free samples. They remember the experiences surrounding them.
Consumers rarely discover new snack brands while grocery shopping. Most stick with brands they already know and trust, making it difficult for emerging brands to earn a first purchase.
The opportunity isn't just getting consumers to try Pocket's. It's giving them a reason to remember it.
→ THIS INSIGHT INSPIRED POCKET'S PICNIC CLUB
THE
CONCEPT
Pocket's Picnic Club
Transform everyday sampling into a destination where consumers experience Pocket's as part of joyful summer memories.
GUEST EXPERIENCE
— Sample Pocket's chocolate almond flavors.
— Lounge in a picnic-inspired environment.
— Play lawn games and capture photos with friends and family.
— Discover the brand through storytelling and retail touch points.
CREATIVE
DIRECTION
Playful. Relaxed. Shareable.
RATTAN, LIGHT WOOD, BRIGHT GINGHAM, AND SPRINGTIME FLORALS
Pocket Orange
#D98138
Lime Green
#D1E680
Turquoise Sky
#9FE3E5
Vanilla Cream
#FFF9E6
Sunshine Yellow
#FFF061
Soft Blush
#FFACC1
TITLE
A Fleur
HEADING
Poppins Regular
SCRIPT ACCENT
Sophia Pro Medium
BODY COPY
Sophia Pro Regular
FLAVORS
THE
EXPERIENCE
Sixteen pieces. Every one had a job: stop, seat, feed, or share.
The build list, specified piece by piece and grouped by the job each one does in the guest's afternoon.
STOP Interrupt the walk past
Branded Entry Signage
Sampling Cart
SHARE Give people something to post
Photo-op photo wall
Lawn Games
COMFORT Make them want to stay
Lounge Seating
Picnic Blankets
Rattan-Potted Flowers
Branded Unbrellas
TAKE HOME Leave with the brand
Snack Sized Pocket's Almonds
Tote Bags
Mango Yuzu + Ube candles
SUPPORT Operational elements that hold the day together
Water Dispenser
Branded Cups
Team Polos
Dad Cap
Head Band
CONSUMER
JOURNEY
01 · DISCOVER
Social, creators, local events
Build awareness
02 · ARRIVE
Immersive branded welcome
Create a first impression
03 · SAMPLE
Taste the signature flavors
Drive product trial
04 · ENGAGE
Games, lounge, interaction
Increase dwell time
05 · SHARE
UGC and social moments
Expand organic reach
06 · DISCOVER MORE
QR codes and store locator
Drive retail consideration
07 · REMEMBER
Positive brand recall
Encourage repeat purchase
TARGET
AUDIENCE
THE SOCIAL FOODIE
“If it looks fun and I've never tried it before, I'm stopping.”
AGE 22–35 · YOUNG PROFESSIONALS AND CREATOR
MOTIVATIONS & LIFESTYLE
Enjoys aesthetic environments, weekend outings, and trying new things · Discovers brands through social platforms such as Instagram and TikTok · Enjoys discovering unique food experiences with friends
SHOPPING BEHAVIOR
Makes impulsive purchases after trying a product · Prefers brands with strong visual identity · Likely to recommend products online
THE WEEKEND EXPLORER
“I'm always looking for something new to do while we're out.”
AGE 30–45 · PROFESSIONALS AND YOUNG FAMILIES
MOTIVATIONS & LIFESTYLE
Visits malls, resorts, and community events · Seeks activities everyone can enjoy together · Appreciates quality products and relaxed environments
SHOPPING BEHAVIOR
Purchases after positive experiences · Looks for better-for-you snacks they've already tried · Values repeatable, everyday treats the whole family can enjoy
CAMPAIGN
ECOSYSTEM
Three channels, one afternoon
01 · POINT OF SALE
Retail templates carrying the activation into store.
02 · INFLUENCER KIT
Retail templates carrying the activation into store.
WHAT'S INSIDE
— Pocket's Mango Yuzu
— Branded picnic blanket
— Pocket Picnic Club candle
— Invitation to the activation
OBJECTIVE
— Generate influencer unboxing content
— Build excitement before launch
— Introduce Pocket's new flavors
— Drive event attendance
03 · SOCIAL CAMPAIGN
Capture. Share. Inspire.
2-4 WEEKS OUT
Drive awareness
Countdown posts · Event announcement · Instagram Stories · Influencer previews
LAUNCH WEEK
Drive engagement
Live Instagram Stories · Guest-generated content · #PocketPicnic · Giveaways & photo moments
WEEK AFTER
Extend the experience
Event recap video · Community photo carousel · Thank-you post · “Find Pocket's Near You” call-to-action
Brand ambassador
Sampling experience that encouraged first-time product trial
User-generated content
Guests created and shared content using #PocketPicnicClub
Instagram content
Lifestyle photography created for the social media rollout
