Brand launches and events

To promote Rickland Orchards Greek yogurt bars, and as part of its Fancy Food Show activation, the brand took to the streets of Washington with two branded pedi-cabs. Each vehicle contained staffers dressed as Greek gods and goddesses who gave out samples to passersby.

To launch the new Carrera 6000 eyewear collection this June, Solstice Sunglasses built a dome in New York's meatpacking district. Inside the air-conditioned tent, guests could see what the new shades looked like on them by posing for photos that were used to create mini flipbooks.

For its fall 2011 preview, New Balance dressed editors from head to toe in items from the new collection, and invited them to "Tone, Flow, Fight, Grind, and Bounce" their way through five workout stations.

To kick off their summer-long partnership, eyewear brand Warby Parker and the Standard in Los Angeles held a pool party on June 22. The poolside event at the downtown L.A. hotel saw staffers pushing library-style book carts around as a fun way to get guests to try on the limited-edition shades.

At Samsung's Infuse 4G launch in Los Angeles last year, organizers looked to highlight the cell phone's technology by designing a high-tech, futuristic environment. This included a custom ice cream station where guests could order toppings and flavors through the new devices.

To introduce vitaminwater10 a few years back, beverage maker Glacéau built a 10-day pop, dubbed the "Des10ation," on lower Broadway in New York to show consumers how they could burn off the drink's titular 10 calories. In one of its windows, a model performed simple exercises that burn at least 10 calories, such as taking a shower.

To celebrate summer solstice this year, Sunglass Hut hosted a block party on Perry Street in downtown New York. As a fun way to promote sunglasses, the brand brought out performance artist Joey Arias who sported a skirt-like shelving structure to display the products.