The ask: create a unique sampling experience that promotes Emergen-C’s new Immune+ Crystals (think vitamin-packed Pop Rocks).

Bet.

Obviously being sick suuuucks, but what’s even worse is missing out on something because you’re sick.

September is one of NYC’s busiest travel times with events like the US Open, Fashion Week, and the NY Film Festival, so to keep people’s immune systems in flight mode and help fight FOMO, we inserted Emergen-C right in the middle of one of NYC’s busiest travel hubs: JFK Terminal 5.

It’s kind of hard to miss a big, bright, yellow structure sitting in the middle of an airport, but what’s even more curious is what’s inside. We turned “immunity boost” into an entire sensorial experience, bringing to life the sights, scents, and sounds of the new Emergen-C Immune+ Berry Lemonade Crystals.

Guests were given free product samples and invited inside to transport their senses with berry scent diffusers, ASMR crackling sounds of the actual product, and animated wall projections of its benefits.