The Pint of No Return
at Lollapalooza
SO DELICIOUS DAIRY FREE
Experiential Brand Activation
Inside a mysterious oversized pint at Lolla, So Delicious invited fans to “Dairy Free Their Minds” through a fully sensorial journey—with scratch-and-sniff walls, neon lights, a walk-in freezer stocked with pints, and endless frozen dessert samples.
The activation flipped expectations of dairy-free from niche to next-level indulgence, delivering a shareable, air-conditioned escape tailor-made for Gen Z music fans. More than samples—it was a sensory mind melter that redefined dairy-free for a new generation.
MEDIA COVERAGE
APPROACH
To change minds about dairy-free dessert, we set out to blow minds first.
We supersized the sensory experience of ice cream enjoyment to show a new generation how so delicious dairy free can be.
RESULTS
14,000 visitors, 40% were Gen Z
40% had never heard of us before
89% liked it more after tasting it
60% would seek us out in-store
