Katy Perry Bon Appétit Brand Activation

Times Square, NYC

Times Square Takeover – “Bon Appétit” baby!

Capitol Music needed an experiential marketing agency on short notice to coordinate a celebration for the launch of Katy Perry’s new single, Bon Appétit, taking over Times Square in a custom-branded cherry pie truck and handing out thousands of cherry pies to thousands of screaming fans.

As their partner for the brand activation, Sweeter made every aspect of this one-of-a-kind event run smoother, from location search, truck wrap design, package branding, DJ/amplified sound and videography to permitting, which included special negotiations with the Office of the Mayor of NYC, NYPD, and the Times Square Alliance to orchestrate the event under a highly aggressive schedule.

Scroll to Learn more

Produced in less than 2 weeks:

  • Permitting in a Times Square Plaza
  • 6000 Individual Cherry Pies
  • Custom Branded Food Packaging
  • Graphic Design of Cherries Truck Wrap
  • On-Site DJ with full Audio Set up
  • Coordination of a dozen Security Agents, Katy’s own detail and NYPD on site for celebrity and overall event protection
Contact Us
Performer and brand ambassador posing beside a cherry-patterned World’s Best Cherry Pie food truck during a live promotional activation.
Katy Perry speaking from a World’s Best Cherry Pie branded food truck during a Times Square experiential marketing event
Close-up of Katy perry speaking into a microphone while holding a World’s Best Cherry Pie box at a branded food truck event.
Katy perry posing with NYPD officers and fans in Times Square during a World’s Best Cherry Pie promotional event.
Katy perry holding a cherry pie dessert sample beside the food truck during a branded activation.
2 weeks

Time to Prepare

ONE

Super Smooth Celebrity Event

Related Case Studies

Crowd lined up beside a Hacks branded tour bus during an outdoor event.

HBO Hacks Season 2 – LA Tour Bus Brand Activation

LOS ANGELES

Through their PR agency, for a second time Sweeter worked with HBO Max to help expand on a massive billboard takeover campaign to create buzz…

Learn more
Large crowd lined up beside a Rinna Beauty branded mobile pop-up truck.

Rinna Beauty BravoCon Brand Activation

BravoCon & SoHo, NYC

BravoCon NYC – all the glam Bravo stars are out, but who do they all want to see?  Rinna!  Lisa is not only a star…

Learn more
Tina holding cheese fries at the Mean Girls Broadway branded food truck activation

Mean Girls Broadway Brand Activation

Broadway, New York City

Hey Tina Fey, I’ll have some cheese fries! We took to the streets to celebrate the launch of Mean Girls on Broadway on day one…

Learn more