Absolut Watermelon organized a socially distanced pop-up event at one of Toronto's most popular public parks. Trinity Bellwoods has become the city's go-to hangout spot throughout the pandemic. As it can be crowded at times, Absolut Watermelon wanted to help city dwellers socialize safely on August 8th.
The pop-up included free entry and over 100 participants. Over the last year and a half, many people have developed "cave syndrome," which makes socializing a little awkward. The vodka brand encouraged people to break the syndrome by offering old-school walkie-talkies, prizes, and fun ways to interact with others safely. The brand also took the opportunity to highlight its best summer vodka flavor with watermelon towels set up on the grass.
Branded Social Distance Events
Absolut Watermelon Organized a Pop-Up Event in a Toronto Park
Trend Themes
1. Social Distance Pop-ups - Brands can organize socially distanced pop-up events to offer safe socialization opportunities for customers.
2. Cave Syndrome Marketing - Brands can leverage the social awkwardness caused by pandemic to create unique marketing campaigns.
3. Outdoor Branding - Brands can create outdoor branding and promotional materials to engage with customers outside.
Industry Implications
1. Event Planning - Event planners can adapt to the new normal by organizing socially distanced events.
2. Alcohol Industry - Alcohol brands can develop unique marketing strategies that address the pandemic social awkwardness.
3. Promotional Industry - Promotional companies can create outdoor branding tools that engage customers safely during the pandemic.