So Delicious Dairy Free is ditching bland stereotypes this summer with its “Dairy Free Your Mind” campaign and a pop-up at Lollapalooza called “The Pint of No Return.” Running July 31 through August 3, the activation will cool festivalgoers off inside a walk-in cooler stocked with next-level frozen treats, invite them into surreal photo moments and surprise them around every corner—all to prove dairy-free can be just as indulgent.
Ahead of the festival, the company also rolled out a refreshed brand identity spotlighting bold flavors and creamy textures. Fans can test-drive the fun by taking an interactive flavor-personality quiz and sharing their results on social media with the hashtag #PintofNoReturnSweeps. Entries through June 29 will be entered to win two four-day VIP Lollapalooza passes, round-trip airfare and a hotel stay.
To keep the summer vibes going beyond the festival, So Delicious Dairy Free has produced its own original theme sound and is sponsoring a “Soak Up the Sun” summer playlist on Spotify. “You don’t have to sacrifice taste when eating dairy-free,” said Virginia Kelly, vice president of plant-based foods at Danone North America. “We’re bringing an immersive experience to Lollapalooza so everyone can rethink what dairy-free can be.”
With its festival pop-up and sweepstakes, So Delicious Dairy Free aims to turn skeptics into fans one creamy bite at a time.