BRAND ACTIVATION
Pernod Ricard is a convivial and successful global wine and spirits group. Number 2 worldwide with a clear ambition to become the leader of the sector. With 240 premium brands available in over 160 countries, there are certainly more opportunities in sight.
2023
In 2023, Pernod Ricard set out to conquer the experiential market with their Havana Club brand.
Through their partnership with the Les Ardentes festival, they had the opportunity to create an on-site experiential activation.
In this context, Pernod Ricard enlisted Wasserman Benelux. The goal was to maximize on-site visibility while engaging with Gen Z, all while maintaining clear KPIs for cocktail sales during the festival.
After analyzing and refining the concept, we developed an impactful booth idea that not only embodied Havana Club’s DNA but also created lifestyle moments, seamlessly integrating the festival-goers’ codes and experience.
2024
In 2024, Pernod Ricard once again entrusted Wasserman with managing the booth and brand activation. After several brainstorming sessions, we not only optimized the available space but also improved the cocktail ordering flow, thereby increasing the total number of cocktails sold and the stand’s capacity.
We developed and managed a powerful brand activation booth from A to Z:
- Brainstorm and development ideas (booth and activation)
- Design proposals
- Project management
- Production booth & materials
- Assembly and disassembly
- Event coordinator permanence
- Sound & light permanence
- Help on site
- Site visits
The festival was a great success and many stakeholders from Havana Club and Pernod Ricard delivered some very good feedback. We were thanked for the quality and execution of the booth and its experiential activities.
Content was generated around the booth on Havana Club’s and Les Ardentes’ channels, leading to even more offline and online visibility.
Interested in brand activations for your brand? Discover more about what our Benelux marketing agency made here or contact us.
