Goals
- Reconnect and increase brand awareness in the bartender community after the pandemic
- Enable the creativity of the 50 best bartenders in Germany
- Recreate the brand perception for the attending guests
Approach
- Created brand activation strategy revolving around workshops that amplified the bartender community
- Selected and worked with the artists to teach their skills (DJ, Graffiti, Dance and Sing/ Rap) at the brand event
- Consulted and executed four-day brand event
Results
- Brand perception increased through a creative and innovative concept
- Created emotional bonds with the target audience through the workshops led by the artists
- Increased interest in the learned skills that are deeply connected to the brand values (i.e., creativity, culture, and heritage)
„Empowering Bartenders: Hendricks extraordinary launch event, unleashing the secrets of mixology“
Summary
+233c created a brand activation strategy for Hendricks as an exceptional three-day launch event for the new Hendricks Absinthe, aimed at empowering 50 Germany’s top bartenders after the pandemic.
The event took place at the magnificent Hof Castle and was designed to inspire and develop the skills of local bartenders, both inside and outside the bar.
“Hendrick’s Academy of unspoken secrets” program featured a diverse range of workshops led by renowned artists, including DJing, graffiti, dance, and singing/rap. Mentored by experts such as Shari Who, Andy Calypso, King LX, Aaron Night, and Christian H, the bartenders had the opportunity to enhance their creative abilities and skills and strengthen their collective and individual talents.
For the grand finale, the “students” performed their new skills, and their achievements were celebrated in a graduation ceremony, where the attentive coaches and Coco, the Hendricks Brand Ambassador, presented the diplomas. It was a fitting conclusion to an immersive and empowering experience for the bartenders and a testament to the success of the Hendrick Academy.
