Drinks brand Perrier has hired experiential agency BEcause to stage a stylish brand experience at this month’s Free Range Graduate Art and Design Show at The Old Truman Brewery in East London.
BEcause Brand Ambassadors will distribute complimentary Perrier cocktails at the show’s fashion events. The Perrier cocktails have been designed specifically for the occasion by world-renowned mixologist Joe McCanta. They will be served from a bespoke 5m circular sampling bar, vibrantly back-lit in Perrier’s signature green.
At the same time, BEcause will be spearheading a distribution drive in East London’s coolest bars and clubs. Brand Ambassadors will visit bars offering the chance to have a Perrier-themed evening, complete with complimentary personalised cocktails served by the Perrier team. Bars that hold a Perrier evening can put forward their signature Perrier cocktail to be judged by a panel of experts for a chance to win a £1000 prize.
Sharon Richey, managing director of BEcause, says: “The aim of this campaign is to position Perrier as an alternative soft drink or mixer that can be enjoyed at all the coolest places in east London. By linking with a well-established event that supports up-and-coming creative talent, I’m confident that we’ll get Perrier right to the heart of East London’s trend-setting scene.”
The Free Range Graduate Art & Design Show was set up in 2001 to support up and coming talent. It showcases the work of the hottest new creative talents from over 100 university courses throughout the UK, including fashion design, graphics, photography, art and interiors. This year’s show runs from 4th June to 26th July, 2010.
It is the first time Perrier will be sponsoring the show, now in its 10th year.
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