The challenge: “Let’s do something that’s never been done before”
That is how SIP’s collaboration with Żabka Ads began. SIP – Next Generation Tea was entering the market with a new product and a bold personality. A conventional campaign would struggle to capture the brand’s energy or help it stand out among younger audiences.
We needed an idea that would do more than showcase the product. It had to make people stop, step inside and experience it for themselves.
Gen Z wants a reason to stop and pay attention
Young audiences encounter hundreds of messages every day, many of which they can dismiss with a swipe. Simply putting a brand on a screen is not enough. What matters is an experience that surprises, engages and naturally connects the online world with real life.
For Gen Z, social media, apps and stores are all part of the same brand story. Ideas that become events stand a better chance of earning their attention: something worth seeing, filming and sharing.
That observation sparked an idea: SIP would take over an entire Żabka store.
“When launching SIP – NEXT GENERATION TEA, we set out to redefine the rather uninspiring iced tea category. A product this bold needed equally bold marketing. Together with Żabka Ads, we created the first full shop takeover in Żabka Nano’s history, transforming the store’s branding and replacing its entire product range with SIP drinks.
We created a unique consumer experience and a space where people wanted to create and share content featuring our brand. The result? A 158% increase in footfall, real product trial and organic reach far beyond the store itself. To me, that is the essence of smart marketing: turning a local, tactical activation into a campaign with wider resonance, building awareness and positioning SIP as a bold, innovative challenger brand.
Because the brands winning today are the ones consumers want to talk about.”
Artur Gajewski, Co-founder & CMO at SIP
SIP happened: the store became the creative
Together, we designed the activation from the ground up, with Żabka Nano at its centre.
SIP took over two Żabka Nano stores: one in Warsaw’s Powiśle district and one in Wrocław. We transformed the storefronts, information kiosks, screens and store interiors using SIP’s visual identity. On the event day, the fridges and shelves were stocked exclusively with SIP drinks. The product became the focus of the entire space.
Outside the store on Dobra Street, a huge block of ice held frozen bottles of SIP. Visitors could grab an ice pick, break through the ice and retrieve a drink themselves.
This turned product sampling into an interactive experience that sparked curiosity, encouraged participation and made compelling social media content.
Before the event, we promoted it on social media and invited Żappka users through targeted push notifications and in-app communication, building interest and encouraging visits to Żabka Nano. Influencers also joined the activation and shared it on their profiles, extending the experience from outside the store to social media.
Digital signage and communication in the Żappka app supported the activation. App users could redeem one żapps loyalty point for a SIP drink. Each element had a distinct role: digital channels built reach, influencers generated interest, the Żappka offer encouraged trial, and the event turned attention into hands-on participation.
Watch the making-of video:
Results you could see in-store
The most meaningful result was the audience response. During the campaign, store footfall increased by 158% compared with the average daily footfall recorded in 2026.*
The result demonstrated how a physical store can become a media channel and an immersive brand experience, giving people a reason to visit and engage.
“This project is particularly meaningful to me because we worked closely with the SIP team from the very beginning. We developed the idea together, explored unconventional solutions and refined every detail along the way. The result showed just how much you can achieve when both sides bring trust, openness and a willingness to go beyond established approaches.”
Agnieszka Kamińska, Digital B2B Commercial Manager at Żabka Ads & Nano
A first-of-its-kind transformation of Żabka Nano
SIP × Żabka Ads was the first project to combine a complete visual transformation of Żabka Nano, an interactive event, influencer collaboration and digital communication in one cohesive activation.
The project showed that a strong campaign can begin with an insight, mutual trust and a shared willingness to ask: “What happens if we try this?”
That is how we like to work at Żabka Ads: taking on unconventional challenges, listening to our clients and turning bold ideas into tangible experiences together. In this case, people came to experience SIP for themselves.
*Footfall baseline: 1 January–31 August 2026.