Wyborowa Secret Garden at Pernod Ricard International Conference
|Title:||Wyborowa Secret Garden at Pernod Ricard International Conference|
|Client:||Pernod Ricard – Wyborowa Brand|
|Location:||Ile Des Embiez, France|
The Creative Brief: Our client, Wyborowa, was looking to raise the status of their brand at the annual Pernod Ricard strategic conference on Ile Des Embiez, France. Newly acquired from the Pernod Group, Wyborowa was seeking to raise the profile and awareness of the 5th best-selling vodka in the world. Competing against sister brands who also had brand presence at the 3 day conference, Wyborowa’s goal was to create ‘the’ ultimate chill out bar which would represent its stylish, leading edge and contemporary brand. This ultimate chill out bar was to make a memorable impression on the high profile audience consisting of global brand executives and major company clients.
The objective was to maximise the effect and presence of the ice in the mysterious secret garden while working within a very restrictive budget. Our client, the global brand marketing manager based in Poland, selected The Icebox to supply the ice features for the high profile conference.
Innovative Solution: The Icebox created the key components of the Wyborowa ‘Secret Garden’ by creating an ultimate chill out area. The ‘secret garden’ was designed as a private and exclusive walled area and within this area The Icebox installed:
• A 9m Ice Bar with Wyborowa branding
• 2 x 2m Ice Bars to compliment the main feature
• 3 x ice poser tables with intergrated LED lighting
• Ice replicas of the new Single Estate bottle designed by Frank Gehry
• Ice Shot glasses to allow the guests to sample the vodka
The ice bars were fully operational cocktail bars worked by top bartenders to serve over 400 guests. The event was over a 3 day period, therefore the ice bar tops were replaced each night to refresh the bar to ensure the surface was straight, safe and practical. Logistics to install this volume of ice in the South of France, required excellent planning by the Icebox operations team. Large Icebox freezer transport acted as storage on site for each of the 3 day new installations. The vehicle only just fitted onto the small private ferry that served the tiny private island, all planned when the team carried out site inspection prior to the event.
Dynamic Result: For 3 consecutive days, the secret garden Wyborowa ice area became THE ‘must be seen at’ venue and focal point for all the guests until 6am every morning. A fantastic achievement given that many of Pernod Ricard group brands had featured bar areas as well. This gave the brand fantastic internal brand recognition which was the primary objective of the project.