SUMMARY
Tim Parr, CEO of CADDIS, tasked us with creating an experience that challenges ageist stereotypes and connects with the 45+ demographic. Using nostalgia, we foster emotional ties through the “CADDIS Cult Kool-Aid Camper,” a playful nod to the brand’s loyalty program. This activation builds community with a lighthearted vibe. In-store, the “Wisdom Wall” and vintage photo booth honor aging as a meaningful journey. Our design positions CADDIS as a leader in age-positive branding, forging genuine, spirited connections.
challenge
The 45+ demographic is underserved by youth-centric brands, leading to disengagement and diminished self-worth. Caddis identified a gap in authentic, community-driven experiences that celebrate aging rather than resisting it. Our research revealed that nostalgia, when paired with modern empowerment, could bridge past confidence with present identity, creating a loyal, vocal community.
Outcome
The activation combines a mobile camper (serving Kool-aid) and in-store experiences (Wisdom Wall, photo booth) to foster belonging and self-expression. It directly addresses the need for age-positive spaces, validating life stories while boosting brand loyalty. Early feedback shows increased customer advocacy, with users calling it a "movement, not just a store."
MEET THE Designers:
Orian Klein
Chaunjia (Kathy) Nie