Death After Tiki
EXPERIENTIAL MARKETING & DESIGN
BRAND & CLIENT: Teeling Whiskey Co. (Bacardi USA), and R&D cocktail bar
PROJECT: Brand Activation
SCOPE OF WORK: program ideation & development, event coordination & execution, print & digital promotional-marketing graphic design, event collateral & assets design, custom branded POS/swag development & design, cocktail menu consultation & recipe R&D, social media marketing & content creation, vetting & hiring third-party vendors, event visual styling/aesthetic design, decor/prop sourcing & execution
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Strategy, Details & Result:
I conceptualized, devised and designed the aesthetic and experience of every aspect of this self-produced disruptive brand activation, which aligned with the overall brand strategy for Teeling Irish Whiskey’s Q3 goals. The event, ’Death After Tiki;’ was an on premise Halloween pop-up series featured at four key accounts (bars) within the Philadelphia market.
The activation promoted the brand’s positioning and innovation, while highlighting Teeling’s flagship expression by unexpectedly bridging its rum-barrel finished whiskey with traditional tiki cocktails and reframing tiki’s traditional summer aesthetic into a Halloween context.
Death After Tiki garnered record attendance and sales for all four bars, created a positive and impactful brand interaction for key trade, exceeded on premise sales goals, secured permanent cocktail menu placements, and led to overall increased brand awareness and advocacy within market.
Event Features: trade swag, bartender wearables, curated tiki mugs & cocktail details, curated Halloween decor, digital promotional graphics, #CreepyTiki social hashtag, branded punch cards & raffle tickets, custom Teeling treasure box, print menus, karaoke DJ and professional photographer.
photo credit: Stephen Recchia