EOC's market shares were plummeting, so they came to us for ideas on how to increase awareness and sales. We came up with plenty of ideas but one blew their socks off.  Partnering with the 20th anniversary of "Friends".  It was the perfect fit. Central Perk serving EOC was an immediate home run. A no-brainer.  We opened a 1-month store front mimicking the actual Central Perk from the show.  It was filled with memorabilia, a coffee bar serving EOC, a lounge area that had the actual orange couch for photo ops, and a merchandising area selling everything from EOC limited edition bags of coffee and mugs to t-shirts and FRIENDS memorabilia. The whole activation was a huge success for EOC.  It even won a Gold Reggie Award for "Partnership Campaigns" and a Bronze ProAward for "Best Entertainment Sponsorship or Tie-In". Check out the video and see the results.