Who did it well?
Pernod Ricard x Boiler Room
Four Days. One city. No headliners. This October, Pernod Ricard partnered with Boiler Room to launch a music festival with a difference. A four-day event across Peckham Levels covered jazz, rap, bass and club, each paired with an associated Pernod Ricard brand - Beefeater Gin, Jameson, Ballantine’s and Absolut brands respectively.
Part of Pernod Ricard’s "Créateurs de convivialité" strategy, which centres on uniting people for intimate, authentic, shared moments. By forging a strategic partnership with a credible music brand that also happens to be a broadcaster, they were able to effectively pool marketing spend, achieve an incredible experience for 20,000 people over 4 days, and reach a much wider audience beyond through content created.