In 2016, grape soda Grapico — iconic and beloved throughout the South — celebrated its 100th birthday. Such a respected elder merits more than your average birthday party, of course, so Buffalo Rock called on o2 to develop a year-long campaign in honor of this momentous occasion. We capitalized on the authenticity of the brand and the nostalgia of Grapico drinkers across the South to welcome this uniquely Southern Thing into its second century. The result? A surge in sales—and a Birmingham Addys Best of Show award.