PLEZi has 70% less sugar than other soft drinks. So, the brand decided to do something innovative with all of that unused sugar. Introducing the PLEZi Sugar Pack; the world’s first backpack made out of sugar. Yes, you read that right.

The brand worked with Carnegie Fabrics, a leader in sugarcane fabric innovation to source the material. Then, PLEZi partnered with Kheris Rogers, New York Fashion Week’s youngest designer, to design a functioning backpack made of sugar.

From there, the brand teased the date and time of the Sugar Pack drop, utilizing influencers, wild postings and NBA legend, Stephen Curry.

Once the PLEZi Sugar Pack dropped on the brand’s website it sold out in under 30 seconds, garnering the highest site traffic in brand history and proving once and for all; sugar is a lot sweeter when it’s not in your drink.