Perelel
A two-day New York pop-up to launch Cellular Hydration Watermelon Mint.
Experiential · New York · June 2026
The brief
Perelel was bringing a new product to market and needed more than a launch — they needed a moment. Something that put Cellular Hydration Watermelon Mint directly in people's hands, introduced it to new audiences, and reinforced the fresh, wellness-focused identity the brand is built on.
The concept
We built the launch around a custom-branded truck: a mobile, high-visibility centerpiece that brought the product to New York's streets across two days and two neighborhoods. The experience paired the new drop with refreshing beverages, frozen treats, interactive moments, and thoughtful brand storytelling — turning a product introduction into something people wanted to stop for, taste, and share.
The build
From render to reality, the build landed exactly as designed. The branded truck was the focal point — drawing foot traffic, creating organic photo opportunities, and carrying a prominent QR code that pulled passersby into the experience. Every detail, from the wrap to the service window, was crafted to feel unmistakably Perelel.
The experience
On the menu: popsicles and slushies built to match the product's fresh, hydrating story. The slushies were the runaway favorite — the flavor kept guests talking and coming back. The refreshments weren't a side note; they drove engagement, encouraged repeat visits, and gave every guest a reason to linger. Many who stopped by were already Perelel customers, turning the activation into as much a celebration as an introduction.
The results
130K+ — Social media impressions
15 — Influencers
5,792 — Hydration packets distributed
500 — Women's Daily Vitamin Trio packs
500 — Mom Multi Support packs
380 — Third Trimester Prenatal packs
2 days · 2 NYC neighborhoods · 1 truck
A launch that didn't just introduce a product — it welcomed people into the brand.
