The launch took place at The Good Beach, Victoria Island, designed to be exciting, unexpected, and unusual. It targeted Gen Z consumers and created memorable experiences through product tasting, immersive interactive brand visibility (at accreditation, walkway, and Varuna), and fringe activities with branded photo props.
The event featured performances by hype men, DJs, and artists, culminating in a product unveil with confetti blasts and bubble machines, followed by an after-party.
The agency was tasked with curating the product launch event for the target audience, stakeholders, partner distributors, guests, and media. This included designing the event to unveil the new product in an exciting manner, driving desire and FOMO, building trust in the taste, creating awareness and earned media, providing sampling opportunities, and introducing the brand through relevant media platforms.
The event successfully attracted an estimated 857 guests, slightly below the planned 1,000, but with an average consumption of 3 bottles per guest, exceeding the projected 2 bottles.
Key successes included the choice of venue, smooth event flow, effective crowd management, engaging artist lineup, and the unexpected entertainment of Eko Samba. Consumer feedback highlighted the premium bottle look, unique zesty lemon taste, low alcohol by volume (4.5%ABV), and strong brand positioning that resonated with the Gen Z target audience.
re:grow
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