Evolution Fresh Real Fruit Soda Hacks the Concession Stand with a Fresh Twist on the Movies

Evolution Fresh Real Fruit Soda, an organic, functional soda brand, and creative independent agency BSSP are putting a Fresh Twist on the Movies - literally.

In a world where artificial flavours dominate the concession stand, this new campaign is giving moviegoers a savvy snacking hack to bring real soda refreshment - no fake flavours, no concessions - into the theatre.

At the heart of the activation is a cowboy hat smuggling device, designed to sneak Evolution Fresh Real Fruit Soda past the soda monopoly and into movie night.

With the introduction of its limited-edition smuggling devices, Evolution Fresh is encouraging consumers to sneak Real Fruit Soda into theatres and reclaim their soda moments in a guilt-free, yet rebellious way.

With nearly half of Americans drinking soda weekly and concessions making up to 85% of theatres' profits, Evolution Fresh is taking an unexpected approach - hacking the experience and inviting moviegoers to break the rules in the name of better refreshment.

Press and influencers will receive a kit packed with everything needed for the ultimate concession stand upgrade, including a smuggling prop (a chain, a pair of shoes, a belt buckle, a baby bjorn, a fake cast), and step-by-step instructions on how to get Real Fruit Soda past the ticket taker.