After a century of innovation, Torani, a Certified B Corporation, sought to mark its 100th anniversary by celebrating its enduring legacy as a radically people-first company. With a core purpose of "Flavor for all, Opportunity for all," Torani believes businesses can and should be a force for good, creating diverse job opportunities and helping all people, partners, and communities thrive. The objective was to translate this commitment into a tangible, immersive experience – the brand's first major experiential venture – that honored its rich history and met guests where they were. So, they tapped an equally innovative partner, Deeplocal, to pull it all off. The Flavor Factory, a whimsical, Wonka-esque pop-up, and the subsequent Little Treat Truck, aimed to deepen community connections, foster meaningful conversations around Torani’s philanthropy, and engage the next gen of flavor fanatics. The goal was to show how Torani leads with purpose, both by making generous donations to its community, but also by empowering its fans across the country (at-home baristas, mixologists, and tastemakers) to express themselves with flavor like never before.
Our strategy? To create a pop-up that was both a playground for the tastebuds and a powerful embodiment of Torani's mission for social good: an experience that would draw guests in with its visual wow-factors and whimsy, then make them stay for the deeper context of Torani's mission. Launching in Torani’s original Little Italy neighborhood (North Beach) in San Francisco, we also wanted to blend the old and the new – like the original Anisette and Tamarindo flavors, next to the latest Diamond flavor release – into one cherry-colored, vibrant, welcoming space that begged to be explored.
Key experiential zones were meticulously designed to hero Torani's social impact:
Flavor for All & Opportunity for All Walls: These prominent installations were central to the experience. The "Flavor for All" wall educated guests about the special-edition Diamond flavor, emphasizing that 100% of profits from every bottle support job-readiness programs for underserved communities. The "Opportunity for All" wall was the direct, CTA companion moment: guests who purchased Diamond Syrup could drop an oversized "diamond" prop into a bottle-shaped plinko wall, visually demonstrating the collective impact they were making in the community for at-risk youth, adults with intellectual disabilities, and justice-impacted individuals.
A Century of Flavor: While celebrating 100 years of flavor innovation, this mini-history display also subtly wove in the narrative of Torani's evolving commitment to its people and community, underscoring that "everything starts with people" was baked into the branding since 1925.
Interactive Mixology: The U-shaped bar, guided by "Syrup Sommeliers," fostered community and conversation, engaged guests in a personalized mixology journey, and reinforced a core campaign message, #flavortogether: that everyone belongs, has a seat at the Torani table, and is united through creative expression.
But the fun didn’t stop in San Francisco – instead, we decided to hit the road! Torani’s Little Treat Truck, a mobile version of the pop-up, brought the experience to fans across the country, stopping in New York and Seattle, with two more cities to be announced. Playful details, like a Pouroscope Reader, which predicted guests’ flavor futures, oversized selfie mirrors, and free swag bags added to the inviting atmosphere, encouraging sharing and amplifying the sense of collective joy and community.
The Torani Flavor Factory and Little Treat Truck tour successfully amplified Torani's social impact mission, demonstrating how a brand can lead with purpose to connect deeply with its audience. 5,800+ custom drinks have been created so far, with the SF and NYC pop-ups delivering an impressive 363 million impressions. The emphasis on the Diamond flavor and its direct philanthropic link resonated strongly with the hundreds of influencers who shared their experiences. Media outlets recognized the campaign's unique blend of entertainment and purpose, with The San Francisco Standard comparing it to "the Museum of Ice Cream, only the museum is a 100-year-old Bay Area icon that invented the flavored latte.” Event Marketer praised the Flavor Factory as "a vibrant journey through Torani’s history [with] sweet treats along the way.” All in all, Torani’s first-ever experiential pop-up powerfully translated a century of brand heritage and philanthropy into an engaging, impactful consumer experience that welcomed fans into the mix to discover, play, and share at their own pace.
