#SummerFridays is an annual experience with four consecutive themed events every Friday during the summer. This activation was supported by multiple partners including Pepsi, Hennessy, Heineken and was geared to power the millennial demographic.
In order to enter a fickle new urban market, SoBe wanted to produce an innovative activation that would align the soft drink with everything on-trend at the moment in an authentic manner. The result was Summer Fridays, a sponsored event series that featured a weekly themed party oriented towards New York City’s “cool kids” who were either too busy or too disinterested to migrate to the Hamptons every Friday. Instead, they were given access to exclusive rotating spaces and brand partnerships including Stephen Weiss Studio, Donna Karan and her Urban Zen charity, Café Habana, Delicatessen, La Esquina and the Shangri-La in Santa Monica.