In Summer 2021, we engaged rapper and fashion icon A$AP Ferg to collaborate with Snapple on a program designed to benefit bodegas across New York, while bringing renewed relevance for the brand, highlighting their NY heritage, and boosting awareness for their packaging redesign.
The program centered around a short doc-style film “A $napple Corner Story” directed by Ferg and produced by longtime collaborator Shomi Patwary, which featured notable NYC influencers celebrating the culture of NYC bodegas. The film pays homage to the corner stores of NYC that brought up both Ferg and the brand. Five NYC bodegas spanning the boroughs, were featured alongside 16 influential New Yorkers from Ferg’s circle, including Dapper Dan, Ghetto Gastro, A$AP TyY, Steve Rodriguez and Liz Beecroft.
A Corner Story
Ferg also created 5 pieces of limited-edition merch, designed to highlight the bodegas featured in the film and raise money for the Bodega and Small Business Group.
We also designed and developed a website that allowed consumers to learn about the program, view the film, buy the merch or make a donation to the Bodega and Small Business Group.
At launch we screened the film last to a packed room at The Little Shop, a speakeasy-style space entered through the back of a bodega, of course. The campaign garnered 5MM+ media impressions, a 6% engagement rate, 60K+ visitors to website and $30K+ raised for charity.
The collab and program received coverage by Hypebeast, Complex, Variety, ABC, BroBible and The Daily Beast.