If collaborations are all the rage, then the folks at Coconut Cult really know how to throw a party. This past September, the vegan yogurt maker united nearly 50 brands across the packaged food and beverage space for a 10-day-long pop-up event that reeled in over 10,000 attendees and somewhere in the realm of 5,000 social media posts. Talk about an impression.
Walking into The Collab Lab, attendees first were greeted by the Collab bar, where they could create their own Coconut Cult yogurt flavor with ingredients from participating brands – everything from RIND, Hu and Simple Mills to Cleveland Kitchen and Graza. Then, they entered the larger space, which housed Olipop’s dirty soda bar, MALKshakes stand, a fish taco night with Fishwife and Honey Mama’s chocolate ice cream sandwich bar. Other features of the activation included a felt marketplace, a claw machine, pop-a-shot games and “giant toilets to take photos with,” detailed co-founder and chief visionary officer Noah Simon-Waddell.
