Lotte Chilsung's '2%' cooling station at Pentaport
FADING · momentum 74 · since 2026-07-31
Lotte Chilsung set up a cooling station for its drink '2%' (short for 'when you're 2% short') at the sweltering Pentaport Rock Festival, and 15,000 festivalgoers came through over three days. Instead of running an ad, it answered a real discomfort, the heat, with tasting and photo zones, proving the 'when you're short' in the product's name on site.
Watch the original ↗Editor's note
Find a venue where your brand's functional promise can be demonstrated live. When the crowd's discomfort in that moment becomes your demo stage, the swag you hand out comes back as posts on its own.
How to do it
- Find an on-site pain point that matches your product's core promise
- Build the booth around three zones: tasting, experience, photo
- Offer limited merch in exchange for a social post
How to make it · CapCut
Recipe [PRODUCT] 페스티벌 리캡 레시피 01 20초 리캡: 더위 식히는 관중 반응으로 오픈 02 시음존·포토존을 비트 맞춰 컷 03 마지막은 [PRODUCT] 든 사람 04 음악은 상업적 이용 가능한 트랙으로 교체
Compiled by our editors · Fill it with your product in the interactive card →