Arby’s Big Announcement
After 12 years of serving Pepsi, Arby's was switching to Coke. This was big. Two iconic brands coming back together would demand attention. But even the biggest news barely gets noticed. So, we delivered by creating the world's biggest and smallest ads. We got two Guinness World Records out of it. And a bunch of buzz. All for four simple words: Arby’s Now Has Coke.
Cover of Georgia Tech nano scientists' new albumThe Seed
We started things off small. By seeding our announcement on a sesame seed. (Get it?) We partnered with the brilliant minds over at Georgia Tech’s world-class nanotechnology lab. And they helped us else print an ad less than 40 microns wide on the surface of a seed that said “ A big announcement is coming. This isn’t it.”
The smallest ad displayed in New York City From New York to Nebraska
The seed was placed with the official world’s smallest ad, along with a ridiculously high-powered microscope at an Arby’s in NYC. This got people talking. And eating. And talking some more.
Then we created the world’s largest ad by place an eight-ton sheet of vinyl, which was completely recycled after) on a farm in Monowi, Nebraska, population 1. Yes, the smallest town in America. The ad was over 5 acres in size and visible only from air.
After all that, the ad simply said: “Arby’s Now Has Coke.”
The Results
Well, it seemed to work. The stunt received over 4 million daily media impressions the week of the final reveal, with placements in nearly 200 media outlets. The Arby’s fans seemed to really get a kick out of it too.
And there's the resident of Monowi, Nebraska. Her name is Elsie. She's a delight. 
“Arby’s went incredibly small, then incredibly big…and it worked.”
- PR Week
“Guinness World Records Approved.”
- Adweek
That's me in the Sprite shirt holding a Coke. I am very brand loyal.