SodaStream was launching a new innovation – bubly drops. This was the biggest launch in recent history, and the first-ever partnership with PepsiCo in Canada. While we were initially briefed to create a traditional media event, the pandemic had hit Canadian media hard, making media events less impactful than they used to be. In fact, 40 media outlets had permanently closed and 182 outlets reported layoffs or job losses. We knew we needed to do things differently to break through in an increasingly tapped media market and have the impact the brand wanted for this launch.