Hansen’s Soda poured some sizzle into its Art of Originality ad campaign with Hansen’s House, where creative juices flowed as freely as the music, food and the brand’s all-natural beverages. Held on Aug. 12 at Mar Vista Art Department, a gathering space/gallery for Los Angeles’s creative community, the interactive experience offered guests a virtual reality painting engagement, the chance to chalk draw on blank canvasses that lined the walls and pedicab rides to neighborhood spots where street artists were painting murals that will remain on-site indefinitely. Hansen’s captured video content from the event for social media, and the street-level art is tagged with plaques that explain the brand’s involvement in the project.
Coca-Cola in 2014 acquired Hansen’s from Monster Beverage, along with sister brand Blue Sky. Both are operated by Venturing & Emerging Brands, a Coca-Cola business unit that focuses on nurturing brands with billion-dollar potential. Hansen’s relaunched in March this year with new branding and fresh packaging.
“This event was our launch party to not only introduce our new packaging to the market, but more importantly to reignite our core values by celebrating originality in everyone,” says Paul Verna, director of marketing at Hansen’s. “Our goal was to recapture the SoCal audience in an authentic relatable way. And we believe that enabling the power of art in communities where it doesn’t exist has embodied Hansen’s creative, pioneering and inclusive personality.”
The event was so successful in bringing the community together, Hansen’s is looking to expand the mural program to new markets. For now, here’s a look at the artwork and originality it brought to the streets of L.A.’s Mar Vista neighborhood (Agency: LRXD, Denver).
Gallery: Hansen’s Soda Brings its Art of Originality Campaign to Life
Photo courtesy: John K. Photography/Guest of a Guest