BÉIS Berry Launch

When it comes to brand activations, MKG doesn’t just pull strings—they pull cultural levers. Known for bold experiences with Google, Target, and Delta, the agency knows how to make a moment. So when BÉIS tapped them to relaunch their fan-favorite Berry shade, MKG called on us to bring the spectacle. The Ask? Go Big. On March 15, at Westfield Century City Mall, MKG and Interactive Entertainment Group dropped a Giant Human Claw Machine—wrapped entirely in Berry. The oversized activation let guests strap in, get lowered into a pit of travel prizes, and try to snag their own BÉIS gear in the most over-the-top way possible. The Strategy This wasn’t a display—it was a drama. As What’s Trending put it, BÉIS wanted to reenter retail “in a very BÉIS way.” That meant no tables, no QR codes—just a bold, immersive flex that screamed main-character energy. The Result Lines formed. Cameras rolled. TikToks flew. The claw turned shoppers into stars, and Berry into a moment. MKG delivered the vision. We brought the claw. And BÉIS reminded everyone how to launch a color—with attitude.