Challenge:
With their extensive wealth of products, Pernod Ricard required a brand activation platform that could carry a selection of 10-15 of their core big players into market. The activation would sit under a stand alone umbrella brand which would allow each brand’s respective personalities and assets to shine through while retaining a consistent look and feel as an education and interactive bartender experience.

Solution:
BEAT – the Brand Engagement Advocacy Team was born. A brand in its own right, the programme became the ideal vehicle for brands such as Absolut, Beefeater, Plymouth Gin and Monkey 47 to penetrate markets.

The activations included the likes of the ‘Magnificent 7’, a UK wide bar tour showcasing the brands using interactive workshops with tailored experiences and offering a deep-dive and personalised brand experience. Working closely with brand ambassadors, the activation was developed to provide brand teams with a consistent approach to social content and brand comms along with activation assets and freebies like bar tools, custom aprons and summer and winter edition newspapers.