Reggae Sumfest is Jamaica’s premier music festival, attracting die-hard fans and global tourists in search of pure island vibes. Pepsi, a worldwide soft drink icon, is teaming up with Sumfest 2024 to create an immersive, cutting-edge brand activation that will dazzle audiences both before and during the festival.
Pepsi wants to amp up this year’s Reggae Sumfest by weaving in high-energy visuals and interactive elements that echo the grandeur of Coachella’s iconic activations. Think next-level artistry, multi-sensory installations, and AR technology—perfectly integrated to keep festivalgoers buzzing with excitement.
At DonDada Creative Agency, we lined up three distinct, photo-worthy installations supercharged with futuristic design and functional interactivity. Topping the list:
- Two-Level Booth Build-Out: A jaw-dropping lounge area paired with a massive Pepsi-themed AR wall to capture the spirit of Sumfest, Jamaican culture, and Pepsi’s brand story—complete with a seriously modern twist.
- Futuristic Photos & AR Activations: Festival patrons get a shot of adrenaline with augmented reality features that bring the brand experience to life, guaranteeing share-worthy social posts.
- Lead-Up Event Tie-In: Ahead of the main event, we rolled out an 8×8 ft “Color With Me” banner that let kids bring fruit-themed characters to life.
The Payoff
- Head-Turning Festival Presence: Pepsi’s booth stands out in the crowd, combining culture, color, and cutting-edge AR.
- Deepened Fan Engagement: From kids coloring fruit characters to adults snapping futuristic selfies, every interaction cements brand loyalty.
- Social Media Sizzle: These immersive activations generate a flood of shareable content, driving online chatter long before Sumfest’s big night.
