PROJECT

Absolut, Born to Mix

Product Distribution and Experiential Activations

We were approach to assist Pernod Ricard in launching the initial new campaign into South African markets through strategic consumer engagement events. We created a series of 6 smaller scale events and 3 flagship events, each targeting a unique aspect of the Born to Mix campaign ideology. These events were spaced out over the span of a year at targeted event spots that could accommodate each unique events requirements. Two small events would build up to a flagship event. This pattern was repeated each quarter to infinitely become not only a must attend experiential event but also events that consumers ensured they had on their calendars. This campaign was primarily driven through user experience word of mouth, but as a Plan B we enuresd digital comms and drivers were in place. The events were also supported by instore comms and competition mechanics to ensure maximum product awareness and continual engagement.