BARILLA
@ NYC Marathon
the challenge
BARILLA NEEDED TO INTRODUCE ITS PROTEIN+ LINE TO ACTIVE CONSUMERS—RIGHT WHEN THEY NEEDED IT MOST.
the SOLUTION
SOHO MET MARATHONERS AT EVERY TOUCHPOINT: PRE-RACE SAMPLING AT THE RUNNER’S WORLD EXPO, STREET TEAMS HANDING OUT ON-THE-GO PORTIONS, AND A PROTEIN+ SPRINTER VAN ENGAGING NYC’S RUNNING COMMUNITY.
