See Inside Welch’s Zero Bodega That Turned Into a Surprise Speakeasy

In addition to the actual products, the bodega featured faux Welch’s-branded items like first aid kits and paper towels.Photo: Courtesy of SuperdigitalNEW YORK—To introduce its new line of Zero Sugar juices, Welch’s hosted a pop-up experience with a surprise speakeasy at Ideal Glass Studios in the West Village. 

From Jan. 23-26, Welch’s Zero Bodega was designed to resemble an NYC corner store stocked with Zero Sugar-themed merchandise and products including pens, notepads, lip balm, stickers, lunchboxes, and more, as well as its full line of juice flavors such as passionfruit, grape, tropical punch, and strawberry. 

Welch’s teamed up with independent creative agency Superdigital to create the pop-up. 

“Part of what made this activation so special was that we weren’t interested in just setting up a shelf with products—we wanted the space to come to life. Every inch of this space had to feel like it was lived in, not like some stiff, overly polished brand activation,” explained Superdigital director of creative and production Dylan Wise. 

To give the space a lived-in feel, Superdigital made sure to include details every New Yorker would recognize—“something as seemingly inconsequential as the small TV on the counter,” Wise said. “We had a working analog TV with VCR playing new Welch's content. It had that perfect energy that felt more realistic than just putting a tablet up and acting like it was a real TV. And the bodega cat? Oh, he moved! Our little animatronic feline was judging you from his perch like every real bodega cat does.” 

Once visitors checked out at the counter, they received a special scratch-off ticket and were directed to a secret speakeasy door, which could only be entered using the password “You gotta sip it to get it.” Inside, they had the chance to hang out in the lounge, take pictures at Welch's vintage ad gallery wall, and order Zero Sugar juice drinks served in cocktail glasses.  

Visitors also had the chance to win prizes, such as Welch’s Bodega-branded sweatshirts and socks or a $250 gift card to “zero out” their grocery bill. 

The pop-up drew almost 3,000 people, with visitors sampling nearly 10,000 products and drinks and generating 7 million organic impressions across social from posting and tagging. 

To snag that social media love, Superdigital producer Caroline Goguen explained “it was important for us to portray an almost ‘Disney-like’ experience where the longer you stayed, the more details would reveal themselves. In this same vein, our designs were meant to pop and look clean, bright, and cool—something you want to take a picture of.” 

Keep scrolling to see key vendors and more from inside Welch’s Zero Bodega... 

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