Marketing Challenge
1664 Blanc tasked VIBRANT to bring awareness and increase trial of their product during the winter holiday months. With the COVID climate still glooming, how can 1664 bring much needed holiday cheer to locked down Torontonians?
Solution
All throughout December, the streets of Toronto are packed with people hunting for gifts and running holiday errands. In key downtown areas, we deploy a branded 1664 truck that hosts a holiday themed workshop inside – think Santa’s workshop but with an elegant Parisian twist!. Visitors got the opportunity to create complimentary customized 1664 bottles to gift to friends and loved ones.
On top of this, the well-known Toronto’s Christmas Market is the place to be during the holidays, an ideal setting for 1664 to spread holiday cheer. For this occasion, we partnered with renowned Toronto French restaurant, Cluny Bistro, to provide one-of-a-kind patio sampling experience.
Results
The 1664 Winter Holiday Activations were a great success! With over 100,000 impressions, the 1664 Truck Tour became a highly sought after winter activation on the streets of Toronto, our activation was even picked up by Strategy Magazine.
10,080 bottles of 1664 Blanc were given to happy Torontonians. Over 60% of which were customized. This accounted for 120% of our original KPI’s.
Cluny’s planned objectives were also surpassed. 3,636 samples of 1664 Blanc were distributed during the Winter Village festivities in the Distillery District, 136% of our initial goal. Consumers loved the 1664 holiday gift, a warm blue 1664 toque, and they could be seen all over the distillery in the month of December.
Consumers raved about the reactions they will get from their loved ones once they gift them their favourite beer with their name on it.
The blue 1664 toques took the winter holiday village by storm.
