- Client
- IVESS
- Category
- Food & beverage
- Year
- 2025
- Market
- Argentina
El desafío
RECLAIMING A CULT CLASSIC
After decades of losing ground to single-use plastics, the soda siphon is making an epic comeback. Fueled by nostalgia, the boom in craft mixology, and a massive renewed pride in local heritage, this tabletop staple has fully reclaimed its relevance. We saw the perfect window to dial up its brand equity. We rolled out high-impact activations to cement the siphon not just as a commodity, but as an undisputed cultural icon, positioning IVESS as the ultimate authority in the soda space.
THE SODA IS CULTURE
The soda siphon is hardwired into Argentina’s cultural DNA. To reclaim its rightful place in the national identity, IVESS celebrated its 60th anniversary by dropping a community-driven art contest, challenging creators to share their own take on the siphon. The payoff: a massive activation that spotlighted local talent and cemented the siphon as an undisputed national icon.
Results
