Putting the drag back in dragon fruit with Boost Juice

Boost Juice engaged Theory Crew to assist with the launch of the limited edition Pink Dragon Fruit range. For the launch, Theory Crew executed event activations within two popular shopping centres in NSW and VIC, Broadway and Chadstone Shopping Centre. The event was themed putting the Drag back in Dragon Fruit with two live performances from a collection of incredible Drag Queens throughout the day. 

To further promote the range, Theory Crew partnered with three trending influencers across Instagram and TikTok to create out-of-the-box Pink Dragon Fruit video content. Talent included Coco Deville, Dom Skii, and Evelin Costa.

With four major activations over two weekends, Theory Crew generated more than 116 pieces of content via influencers a cumulative influencer reach of more than 4.5 million.