PLEZi is a soda alternative with 70% less sugar, co-founded by former first lady, Michelle Obama. The brand was created to combat the childhood and adolescent obesity epidemic in America, fueled by sugary drinks. But how do you get kids who crave sugar to love a brand that has less? You show them sugar is a lot sweeter when it’s not in their drink. Introducing the PLEZi Sugar Pack, the world’s first backpack made from all the sugar PLEZi didn’t put in their drinks. Partnering with Carnegie Fabrics, a leader in sustainably sourced materials, the brand transformed the sugar that didn’t make it into their drinks into a durable, hard-working fabric. From there, the brand worked with Kheris Rogers, New York Fashion Week’s youngest designer, to make The Sugar Pack look sweet. The brand seeded the date and time of the Sugar Pack release everywhere, then dropped the bag on their site and kids couldn’t get enough. All Sugar Packs sold out in under 30 seconds. PLEZi saw the highest site traffic in the brand’s history, and the drop earned 100% positive sentiment from the target demographic. But best of all, the brand saw a 48% lift in PLEZi’s sales immediately following the Sugar Pack drop, meaning more kids were drinking less sugar. With the world’s first backpack made of sugar, PLEZi motivated kids to buy a drink that has less. Proving sugar is a lot sweeter, when it’s not in your drink.