SIMPLY x ESSENCE FESTIVAL OF CULTURE

EXPERIENTIAL STRATEGY & DESIGN | IMMERSIVE BRAND INTEGRATION | EVENT PRODUCTION & MANAGEMENT | GAME SHOW EXPERIENCE

The Opportunity

As a longtime title sponsor of the Essence Festival of Culture, Coca-Cola partnered with Pop’N to showcase Simply in bold new ways. This year marked Simply’s largest footprint, an opportunity to connect with over 250,000 attendees—especially Black women with “rich auntie energy” (RAEs)—through the brand’s pillars of inclusivity, authenticity, and relatability.

The goal was to go beyond flavor, building a  connection with the brand, and positioning Simply as a companion for sisterhood, celebration, and joy. 

The Approach

To spark affinity, trial, and purchase intent, Pop’N launched Simply: The Game Show—a pop culture–driven, gamified experience with a party vibe tailored to RAEs. The bold 40’x30’ footprint came alive through incorporating Simply’s brand identity, featuring high-energy music and hosting a culture-driven live game show. Guests could engage with two on-stage challenges and Simply’s Pull-Up Power Hour, an interactive mobile Q&A with surprise concert ticket giveaways. 

Star appearances by Sly Huncho, Rome Flynn, Michael Colyar, and Cortez Smith made the booth a must-visit, while attendees enjoyed Simply sampling, photo ops, and a confetti-filled video booth.

The Results

At the 2025 Essence Festival, Simply served 18,800+ samples and engaged thousands with interactive moments like Power Hour and the Winning Moment booth. The activation boosted brand love, affinity and increased purchase intent over the weekend.