WE LAUNCHED THE LONDON ESSENCE COMPANY’S LIGHT BRAND POSITIONING AT LONDON COCKTAIL WEEK

THE CHALLENGE
Make The London Essence Company stand out in the crowded mixer market.

PEOPLE-FIRST INSIGHT
There is a burgeoning trend for ‘low and no’ drinking.

THE STORY
We worked with Global Bartending to develop a six-day pop up – The Light House – in which the world’s leading bartenders served a selection of the best low-calorie cocktails to guests whilst they enjoyed a multi-sensory space that showcased our range.
The centrepiece was a bespoke light sculpture, which refracted and reflected light shards around the room. Essences used in the production of London Essence products were placed around the space for guests to interact with whilst enjoying their drinks. Six of the world’s best bartenders were commissioned to each present a menu of inventive cocktails, including a zero-proof option, all under 150 calories and inspired by their interpretation of ‘light’.
Reinforcing our light credentials further was a programme of ‘Light Talks’ exploring a lighter life on offer at the event, in partnership with Healthy Hospo – a community not-for-profit organisation providing information, advice and support on all aspects of mental and physical health in the hospitality industry.
The event was amplified via extensive consumer and trade media outreach and key journalists and influencers were invited to the event. Strategically aligned media partnerships with Time Out, DrinkUp London, Stylist Online, London On The Inside, Le Cool and Urban Junkie helped to drive ticket sales and generate attendance and awareness.
We utilised owned social media channels and the channels of our brand ambassadors, bartenders and partners to promote The Light House via engaging imagery and video content.

THE OUTCOME

Over 1000 tickets sold. Over 30 pieces of coverage with an ots of 26.6 million. 2700 London Essence cocktails served. 640k people reached through social media posts.