Diageo Non-Alcoholic Spirits Sampling Tour.
In response to the growing trend of health-conscious consumers seeking alternatives to traditional alcoholic beverages, Diageo launched a new range of non-alcoholic spirits aimed at providing sophisticated options for those who prefer to abstain from alcohol.
To promote this new product line, Diageo organized a nationwide sampling tour across various public events, including music festivals, food shows, and community gatherings. The tour aimed to increase brand awareness, encourage trial, and gather consumer feedback.
Objectives:
The primary goal of the activation was to elevate Freixenet’s brand presence through an immersive, high-energy Studio 54-themed pop-up bar. Key objectives included:
Increasing consumer engagement and brand awareness in a dynamic and interactive setting.
Showcasing Freixenet’s wine and prosecco offerings in a premium and visually captivating manner.
Enhancing social media visibility by creating an Instagram-worthy experience.
Ensuring the bar setup was easily transportable to accommodate multiple event locations.
Methodology:
To achieve these objectives, we developed a strategic plan focused on delivering a visually striking and functionally seamless experience. Our methodology included:
Researching and incorporating key elements of Studio 54 ’s aesthetic, such as disco balls, mirrored surfaces, and bold lighting.
Designing a custom, transportable mirrored bar that reflected the disco era while maintaining practicality for various event spaces.
Curating a bespoke cocktail menu inspired by the glitz and glamour of Studio 54, emphasizing Freixenet’s wine and prosecco as the hero ingredients.
Leveraging influencer partnerships and event attendees to drive organic social media engagement.
Capturing the texture of the Freixenet bottle within the activation by incorporating corrugated materials to showcase its distinctive design.
Execution:
The activation was executed through a seamless integration of design, technology, and brand storytelling. Key highlights of the execution included:
A mobile mirrored bar that served as the focal point, reflecting the vibrant lights and energy of the event.
A selection of sparkling cocktails crafted exclusively with Freixenet’s wine and prosecco, enhancing brand association with premium mixology.
The use of disco balls, LED lighting, and a prominent illuminated Freixenet logo to reinforce the Studio 54 theme.
A team of engaging, themed brand ambassadors who provided an elevated guest experience, ensuring that each interaction was memorable.
A social media-friendly environment with curated photo moments, encouraging guests to share their experience and amplify Freixenet’s reach.
The use of corrugated materials in the bar setup to reflect the texture of the Freixenet bottle, further immersing guests in the brand’s unique aesthetic.
Results:
The pop-up activation successfully met and exceeded its objectives. Key results included:
Increased Brand Awareness: High foot traffic and social media engagement generated widespread visibility for Freixenet.
Strong Consumer Engagement: Guests enthusiastically interacted with the activation, with a significant percentage sampling Freixenet’s products and engaging in brand conversations.
Social Media Impact: The mirrored bar and Studio 54 aesthetics resulted in high user-generated content, boosting Freixenet’s online presence.
Scalability & Transportability: The mirrored bar’s design allowed for easy relocation, making it a viable activation for multiple events and festivals.
Overall, the activation successfully positioned Freixenet as a stylish, aspirational brand while creating a memorable, disco-inspired experience for consumers.