Launching a bigger format is a hard thing to make people feel, a number on a label doesn't communicate scale.
So we made the bottle impossible to ignore: a 1m50 replica, taken out into the streets of New York and placed in ordinary situations. Waiting on a corner, riding along, sitting where it shouldn't be. We produced a series of mini social capsules built around it, designed to work as a set and to stand alone, so the launch could unfold over weeks rather than land in a single post and disappear. Playful in setup, controlled in execution, and cut for the feed from the start.