Spirits brands events: pure inspiration
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Aperol at Primavera Sound
Aperol’s premiere experience at this summer’s Primavera Sound in Barcelona was the ‘sunset moment’. Taking advantage of their great location within the festival space (three quarters surrounded by the sea) and adding the good vibes of the ‘Aperol Island of Joy’, they created the perfect situation to not resist having an aperitif in the sun. The setting was so perfect that the brand created the ‘Sunset Mirror’ for the occasion to make the tones of the ‘golden hour’ even warmer and more aspirational.
The Ron Barceló ‘recenario’
The Ron Barceló ‘Recenario’ was an event that came about with the excuse of communicating another action: a recipe book for dinner. An idea based on the conclusions of a study on the habits and preferences of its public when it comes to cooking these dinner dishes when they return from a party, in other words, talking about your product without talking about your product. As part of Ron Barceló’s general campaign El Recenario, Mondolirondo organised the presentation of the book ‘Recenario’, together with chef Aleix Puig, at the Vandido nightclub in Madrid, which featured a 2m high reproduction of the cover together with other large-scale elements such as a fridge and an extra-large box of crisps, created by the Valencian company Valua. The fridge, a protagonist in its own right as an infinite source of ingredients for late-night snacks, was also integrated into the Vandido nightclub in Madrid, converted into the entrance to the VIP lounge bathroom.
La Caprichería de Baileys
A ‘franchise event’ that is already a classic is La Caprichería de Baileys for Christmas. It responds to a strategy that seeks the complicity of the consumer, connecting each edition through the points of sale that the brand makes visible throughout Madrid. La Más Chula organises this gastronomic route, which usually has an average of 60 preparations made with Baileys by confectioners from all over the city in actions that involve some 500 establishments in Madrid where customers and strangers come to enjoy the treats each year. In addition, in the last few editions they created La Caprichería de Baileys Itinerante, which tours the Christmas markets through food trucks.
‘It is a brutal event in terms of the fusion of communication, advertising, promotion, marketing, sales, points of sale, B2B and customers. In other words, it is such a 360º project that it allows us to win clients, to be in gastronomy… It is a project that has made Baileys grow, to position itself. It was born in Spain and is being exported’ Rubén Arribas (director of Grupo El Duende).
Jägermeister Klub
Jägermeister Klub, by the agency La Despensa, was a secret location with concerts, DJ sets, surprises and shots for a while… because if the most zeta brand wanted to strengthen its links with music, is there any better party after a concert than the ones that are set up backstage? The guests received their invitation with a summons to a meeting point and without further information, from there buses took them to a building where, after climbing a winding staircase, they found a clandestine concert hall. But what looked like a concert suddenly turned into a backstage invitation for all the attendees. The space was transformed into an authentic experience with dressing rooms, showroom, photocall, private shotbar and hair & makeup area, as well as music and dj sessions.
During the two weeks prior to the event, the agency began to generate hype using the main element of the party, music, as the main theme. Teasers, reveal videos and AI-generated content were used to generate hype among followers. During the party, Jägermeister’s CM was in charge of broadcasting it via Instagram with stories where followers could choose what content of the party they wanted to see: Trashi’s concert, a round of shots with the commando, getting into the DJ booth, dizzy guests to tell us the latest salseo? You want it, you got it.
Once the hangover was over and after hundreds of posts from guests and influencers, they turned Jägermeister Klub into a content line. Because why make one aftermovie when you can make seven? For these pieces, they were inspired by the trends of the moment so that the party could reach the hearts of the Z generation and increase engagement with the brand.
Tequila Patrón brand activation
A few months after the global launch of Tequila Patrón El Cielo, Bacardi organised a big brand activation in Fitz (Madrid). ‘We always contemplate the creation of digital content and diffusion in networks, counting on influencers who are close to the brand’s target. It is increasingly common to launch a product aimed at the consumer on the one hand, and in parallel, a launch aimed only at a small group of influencers in a content generation event that can have a greater reach – always bearing in mind that in some cases influencers have lost credibility, due to the one shot publications paid for by the brands’ Maria Jaquotot (Barcardi) “It is much more important to have an influencer who prescribes the product or brand with a deeper knowledge”.
The purpose at Absolut
Absolut and Copy Lab have created an artificial intelligence algorithm on multiple models to create a series of bold fashion images that juxtapose outdated and harmful stereotypes perpetuated by society. The images created with Copy Lab will appear in the second edition of the world’s first AI-powered print fashion magazine, Copy Magazine; and one of the world’s largest free stock image websites, Unsplash. Copy Lab has processed 10,000 images that highlight a diverse representation of fashion, culture and identity. By exposing AI to this dataset, they have been able to generate a collection of stunning images that work to undo harmful stereotypes ingrained in the AI model and allow future AIs to generate content without as much bias.
The cover photo is from La Despensa’s event for Pernod Ricard, BeefeaterXO, winner of the eventoplus Awards Grand Jury Prize.
