Brand experience agency BEcause transformed a London townhouse into a theatrical journey through time for the press launch of Perrier Nights – two nights of exclusive cocktail mixology to be staged by the sparkling drinks brand this April. Key journalists, bloggers and competition winners were invited to the event at No 6 Fitzroy Square this week, which was organised in conjunction with Grayling PR.  Guests were transported back in time to enjoy Perrier cocktails in historically-themed rooms before finishing in a contemporary space to enjoy the ‘new era’ of Perrier. BEcause was responsible for designing three rooms, each with the look and feel of a different era. Guests were taken on a tour through each of the rooms accompanied by their personal guide, Dr Perrier.  The journey began in a 1900s Saloon Bar, filled with actors in period costume, where guests could sip one of the world’s first cocktails, dress up themselves and have their picture taken on an authentic 1900s camera.  Then, guests moved into the Studio 54-inspried 1970s room for dancing and cocktail shaking behind the bar.  The journey ended in 2011, in a sleek contemporary bar area where international mixologist Laurent Greco took guests through his renowned ‘Extreme Cocktail Making Master Class’. In addition, BEcause designed a separate ‘Perrier Lounge’ where guests could relax before and after their experience. Here, Perrier Brand Ambassadors served a selection of Perrier cocktails and delicious food inspired by past and present. Karen Evans, managing director of BEcause comments: “The aim of this immersive brand experience was to give guests an imaginative taste of Perrier through the years. By recreating the authentic look and feel of each key era, we could re-tell the Perrier story in an entertaining and very memorable way.” BEcause has been creating brand experiences for Perrier since 2007, in exclusive London clubs, fashion shows and at The Affordable Art Fair.    

Drinks brand Perrier has hired experiential agency BEcause to stage a stylish brand experience at this month’s Free Range Graduate Art and Design Show at The Old Truman Brewery in East London.  It is the first time Perrier will be sponsoring the show, now in its 10^th year, in a deal brokered by BEcause. BEcause Brand Ambassadors will distribute complimentary Perrier cocktails at the show’s opening fashion events on 2^nd, 3^rd and 4^th June.  The Perrier cocktails have been designed specifically for the occasion by world-renowned mixologist Joe McCanta.  They will be served from a bespoke 5m circular sampling bar, vibrantly back-lit in Perrier’s signature green. At the same time, BEcause will be spearheading a distribution drive in East London’s coolest bars and clubs.  Brand Ambassadors will visit bars offering the chance to have a Perrier-themed evening, complete with complimentary personalised cocktails served by the Perrier team.  Bars that hold a Perrier evening can put forward their signature Perrier cocktail to be judged by a panel of experts for a chance to win a £1000 prize. Sharon Richey, managing director of BEcause, comments: “The aim of this campaign is to position Perrier as an alternative soft drink or mixer that can be enjoyed at all the coolest places in east London.  By linking with a well-established event that supports up-and-coming creative talent, I’m confident that we’ll get Perrier right to the heart of East London’s trend-setting scene.” The Free Range Graduate Art & Design Show was set up in 2001 to support up and coming talent. It showcases the work of the hottest new creative talents from over 100 university courses throughout the UK, including fashion design, graphics, photography, art and interiors. This year’s show runs from 4^th June to 26^th July. ENDS

Drinks brand Perrier treated special guests to a unique Perrier experience at the opening evening of this year’s Affordable Art Fair in Battersea Park, London.  Art lovers were greeted on a Perrier-green carpet and escorted to a dedicated Perrier zone inside the venue.  Each zone was created using a fog wall and marked using ‘floating’ Perrier logos and graphics. Further inside, a dedicated Perrier bar served guests bespoke Perrier cocktails. Source: Creative Match

Below are some images from our fantastic Perrier night at Movida nightclub in Oxford Circus last week. The event featured an interactive dancefloor, interactive tabletops and a Perrier branded fog wall that consumers could walk through. Check out our press release for more info about the campaign.

Drinks brand Perrier has hired brand experience specialist BEcause to launch a series of experiential cocktail evenings in some of London’s most exclusive nightspots this summer.  The first events will be staged at Whisky Mist in Mayfair and Soho-based Movida on 29^th and 30^th of July.  Inside each club, BEcause will create dedicated Perrier ‘bubbles’ where guests can enjoy a range of bespoke Perrier cocktails created especially for the evenings. 

For the full press release, click here: http://pitch.pe/19419