To achieve instant, unmissable visibility and secure market position, we executed a hard launch of the SIDES Coffee RTD line at Wembley Stadium during the high-profile Sidemen Charity Match. This activation was designed to immediatelyThe success of the SIDES Coffee launch hinged on leveraging the physical energy of the Wembley event. We positioned the brand at the epicenter of The Sidemen's universe, using the Charity Match as a massive organic promotional platform. A giant SIDES Coffee mascot caused chaos as it interacted with players (including Mr Beast) and fans. Putting hundreds of cans in hands on the day gave people immediate access to the brand, cementing immediate consumer trust and creating instant brand credibility from day one.