We needed something drastic to show that Yellow Pages has the digital products and services to help small businesses thrive. But rather than pushing out a message saying this, we put our money where our mouth is: we created our own small business – a lemonade stand. Yellow Pages handled all the digital marketing for the business, and we created a brand identity, including signature tall bottles filled with locally-squeezed lemonade.

Since lemons are squeezed to make lemonade, we squeezed a custom type treatment onto signature tall bottles. Logo and text were pad-printed on glass to create a beautiful effect, and bottles were capped off with smiley-face stickers to show which were sweet, and which were tart.

We severely underestimated demand for the lemonade. Three days into the pop-up, we had to stop selling one flavour as our supply was running low. And, on our final day, lines were out the door and we sold-out within three hours.