Welch’s Zero Bodega

Turning Product Sampling into a NYC Discovery

How do you make a zero-sugar juice launch impossible to walk past in New York City?

You build a bodega - and hide a speakeasy inside it.

For Welch’s Zero Bodega, Lindsay worked alongside Boston Experiential Group to produce a three-day immersive pop-up that transformed one of New York’s most recognizable neighborhood institutions into an unexpected brand experience.

From the outside, guests entered what appeared to be a playful take on a familiar corner store, stocked with complimentary goods and ice-cold Welch’s Zero Sugar Juice. But the real surprise was hidden inside.

A secret refrigerator handle opened the door to the Zero Speakeasy, where guests discovered a lounge-inspired environment filled with custom neon, retro Welch’s advertising and highly shareable brand moments.

The format turned traditional product sampling into an experience built around curiosity and discovery. Instead of simply handing someone a sample, the activation gave consumers a reason to explore - and then a story to tell afterward.

Over three days, more than 2,700 guests visited the activation and more than 10,000 samples of Welch’s Zero Sugar Juice were served.

The result was exactly what an experiential product launch should accomplish: trial happened naturally because consumers were already engaged in the world of the brand.

Lindsay’s Role: Experiential Production | Pop-Up Production | Vendor Coordination | Consumer Journey | On-Site Execution | Product Sampling