Swedish cider brand Kopparberg recently held a floral-infused brand activation in London's Hackney Wick. The 'Urban Forest' event invited consumers to participate in the festivities by having their hair and beards embroidered with fresh flowers.
Boosted by the hashtag #Kopparbeard, the event sought to create a memorable face-to-face experience between the brand and individual millennial consumers. The month-long event featured performances by acts such as Chromeo, Miss Dynamite and Trevor Nelson. Inspired by Kopparberg's summer advertising campaign, the immersive event was designed by the brand's in-house activation team in collaboration with agency MAMA Group.
The playful summer themed event was created between the Swedish cider brand and the Braid Bar, a local salon concept dedicated to braids and flower crowns.
Key Themes Behind This Trend
- Floral-infused Brand Activations
- Brands can create immersive experiences by incorporating fresh flowers into their events, creating unique and memorable interactions with consumers.
- Personalized Embroidery
- The use of embroidery on hair and beards offers a fun and personalized way for brands to engage with millennial consumers.
- Collaborative Event Design
- In-house brand activation teams can collaborate with external agencies to design immersive events that align with their advertising campaigns.
Where This Applies
- Cider Brands
- Cider brands can explore floral-infused brand activations to engage with consumers and create memorable experiences.
- Salon and Beauty
- Salons and beauty businesses can incorporate personalized embroidery techniques into their offerings to attract millennial customers.
- Event Planning and Design
- Event planning and design companies can partner with brands to create immersive and collaborative events that align with their advertising strategies.
