Slice, the iconic soda from the 80s and 90s, is BACK and refreshed for a new generation. Today’s Slice keeps the fizz and fun of classic soda, but with less sugar, fewer calories, and gut health benefits. To reintroduce the brand in Los Angeles, our challenge was to build brand awareness amongst Gen Z and Millennials (most of whom had never heard of Slice) and spark engagement in an already crowded healthy soda market. We tapped into Gen Z’s love for nostalgia, creating a portal away from the often-unstable world they’ve inherited into a time that seemed easier and more carefree. And no time machine is better than a throwback track. Enter 106.3 The Fizz FM: Yesterday’s Pop Hits That Didn’t Exist Until Now. Slice hit the LA airwaves by creating the first-ever radio station powered only by AI, featuring soda-themed tunes. For one month, LA listeners tuned in to hear hours and hours of programming that sounded straight out of the 80s and 90s, spanning bubblegum pop to rock anthems. Hosted by DJ Bev, the station even featured “Slice Advice,” where matters of the heart met matters of the can. We carried nostalgia through every touchpoint: a retro 106.3 logo, AI-generated album covers and music videos shared across social, looping lofi beats on YouTube, billboards spotlighting our “artists,” and even a web player designed to look like early internet radio. LA tuned in and fizzed on. Slice achieved a 5% lift in aided awareness among 25 to 34 year-olds and drove over 119M impressions. Engagement amounted to 180k FM listeners and 45.7k online streams – playing plenty of soda-infused tunes fizzing in people’s ears. And ultimately The Fizz FM helped Slice overtake Poppi for the #2 Healthy Soda spot.