Pride Sampling
High-volume sampling with city-specific creative execution
Client
Peace Tea, Coca-Cola
Type
Experiential Marketing, Product Sampling, Community Partnerships
Year
2024, 2025
Intro
A national Pride sampling program designed to meet communities where they gather—culturally, geographically, and emotionally. Rather than deploying a single templated activation, Peace Tea’s Pride presence was built city by city, with each execution tailored to local Pride formats, venues, and audiences. The program paired large-scale sampling with meaningful community partnerships, ensuring brand visibility felt additive, not intrusive.
Intro
A national Pride sampling program designed to meet communities where they gather—culturally, geographically, and emotionally. Rather than deploying a single templated activation, Peace Tea’s Pride presence was built city by city, with each execution tailored to local Pride formats, venues, and audiences. The program paired large-scale sampling with meaningful community partnerships, ensuring brand visibility felt additive, not intrusive.
Intro
A national Pride sampling program designed to meet communities where they gather—culturally, geographically, and emotionally. Rather than deploying a single templated activation, Peace Tea’s Pride presence was built city by city, with each execution tailored to local Pride formats, venues, and audiences. The program paired large-scale sampling with meaningful community partnerships, ensuring brand visibility felt additive, not intrusive.
Highlights
Community Partnerships
Partnered with three local 2SLGBTQ+ charities across Toronto, Montreal, and Vancouver, embedding Peace Tea’s Pride presence within existing community ecosystems. These partnerships ensured each activation delivered tangible local value while reinforcing Peace Tea’s commitment to supporting queer communities beyond surface-level visibility.
Toronto – Festival-First Activation
Activated within a major Pride festival environment through a custom-branded footprint designed to solve a real attendee need: space to sit, rest, and recharge. The activation combined high-volume distribution with thoughtful spatial design, including exit sampling to maximize reach at peak traffic moments.
Over the course of a single weekend, approximately 15,000 cans were distributed—balancing efficiency with a welcoming, festival-aligned experience that encouraged dwell time and positive brand association.
Montreal – Street-Level Celebration
Executed sampling activations across iconic Montreal Pride locations, including Rue Sainte-Catherine in the Gay Village and the Old Port’s historic setting. Rather than a static setup, the activation focused on creating a moment of celebration for passersby, integrating seamlessly into the rhythm of the city during Pride weekend.
The program included the transformation of a retail space through full custom branding, creating a highly visible street-level presence complemented by an outdoor patio environment. Approximately 10,000 cans were distributed over the weekend, supported by strong foot traffic, visual impact, and organic engagement.
Vancouver – Community-Led Sampling
Took a community-first approach by partnering with a locally run Pride event. Peace Tea supported participants by providing race-day bags and product samples to all attendees, embedding the brand directly into the experience rather than positioning it as a standalone activation.
This execution distributed approximately 2,500 cans, prioritizing alignment, goodwill, and community connection over scale.
Highlights
Community Partnerships
Partnered with three local 2SLGBTQ+ charities across Toronto, Montreal, and Vancouver, embedding Peace Tea’s Pride presence within existing community ecosystems. These partnerships ensured each activation delivered tangible local value while reinforcing Peace Tea’s commitment to supporting queer communities beyond surface-level visibility.
Toronto – Festival-First Activation
Activated within a major Pride festival environment through a custom-branded footprint designed to solve a real attendee need: space to sit, rest, and recharge. The activation combined high-volume distribution with thoughtful spatial design, including exit sampling to maximize reach at peak traffic moments.
Over the course of a single weekend, approximately 15,000 cans were distributed—balancing efficiency with a welcoming, festival-aligned experience that encouraged dwell time and positive brand association.
Montreal – Street-Level Celebration
Executed sampling activations across iconic Montreal Pride locations, including Rue Sainte-Catherine in the Gay Village and the Old Port’s historic setting. Rather than a static setup, the activation focused on creating a moment of celebration for passersby, integrating seamlessly into the rhythm of the city during Pride weekend.
The program included the transformation of a retail space through full custom branding, creating a highly visible street-level presence complemented by an outdoor patio environment. Approximately 10,000 cans were distributed over the weekend, supported by strong foot traffic, visual impact, and organic engagement.
Vancouver – Community-Led Sampling
Took a community-first approach by partnering with a locally run Pride event. Peace Tea supported participants by providing race-day bags and product samples to all attendees, embedding the brand directly into the experience rather than positioning it as a standalone activation.
This execution distributed approximately 2,500 cans, prioritizing alignment, goodwill, and community connection over scale.
Highlights
Community Partnerships
Partnered with three local 2SLGBTQ+ charities across Toronto, Montreal, and Vancouver, embedding Peace Tea’s Pride presence within existing community ecosystems. These partnerships ensured each activation delivered tangible local value while reinforcing Peace Tea’s commitment to supporting queer communities beyond surface-level visibility.
Toronto – Festival-First Activation
Activated within a major Pride festival environment through a custom-branded footprint designed to solve a real attendee need: space to sit, rest, and recharge. The activation combined high-volume distribution with thoughtful spatial design, including exit sampling to maximize reach at peak traffic moments.
Over the course of a single weekend, approximately 15,000 cans were distributed—balancing efficiency with a welcoming, festival-aligned experience that encouraged dwell time and positive brand association.
Montreal – Street-Level Celebration
Executed sampling activations across iconic Montreal Pride locations, including Rue Sainte-Catherine in the Gay Village and the Old Port’s historic setting. Rather than a static setup, the activation focused on creating a moment of celebration for passersby, integrating seamlessly into the rhythm of the city during Pride weekend.
The program included the transformation of a retail space through full custom branding, creating a highly visible street-level presence complemented by an outdoor patio environment. Approximately 10,000 cans were distributed over the weekend, supported by strong foot traffic, visual impact, and organic engagement.
Vancouver – Community-Led Sampling
Took a community-first approach by partnering with a locally run Pride event. Peace Tea supported participants by providing race-day bags and product samples to all attendees, embedding the brand directly into the experience rather than positioning it as a standalone activation.
This execution distributed approximately 2,500 cans, prioritizing alignment, goodwill, and community connection over scale.
Impact
The Pride Sampling program demonstrated the power of localized experiential strategy at a national scale. By adapting to each city’s Pride format and partnering directly with community organizations, Peace Tea achieved strong reach while maintaining cultural sensitivity and authenticity. The result was a Pride presence that felt celebratory, inclusive, and genuinely community-oriented—strengthening brand affinity while delivering high-volume product trial.
Impact
The Pride Sampling program demonstrated the power of localized experiential strategy at a national scale. By adapting to each city’s Pride format and partnering directly with community organizations, Peace Tea achieved strong reach while maintaining cultural sensitivity and authenticity. The result was a Pride presence that felt celebratory, inclusive, and genuinely community-oriented—strengthening brand affinity while delivering high-volume product trial.
Impact
The Pride Sampling program demonstrated the power of localized experiential strategy at a national scale. By adapting to each city’s Pride format and partnering directly with community organizations, Peace Tea achieved strong reach while maintaining cultural sensitivity and authenticity. The result was a Pride presence that felt celebratory, inclusive, and genuinely community-oriented—strengthening brand affinity while delivering high-volume product trial.
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Attendees per event
Consistently draws a large, engaged 2SLGBTQ+ crowd, creating a high-energy environment centered on music, movement, and shared identity.
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Attendees per event
Consistently draws a large, engaged 2SLGBTQ+ crowd, creating a high-energy environment centered on music, movement, and shared identity.
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Queer-led programming
From DJs to creative direction, Precious Cargo is led by queer talent, ensuring authenticity, cultural relevance, and community-first storytelling.
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Queer-led programming
From DJs to creative direction, Precious Cargo is led by queer talent, ensuring authenticity, cultural relevance, and community-first storytelling.
0 awards
0 awards
Major Toronto publications recognitions
Recognized by various local media for its cultural and economic impact for the city of Toronto and the queer community.
0 awards
0 awards
Major Toronto publications recognitions
Recognized by various local media for its cultural and economic impact for the city of Toronto and the queer community.
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