Osheaga's Perrier Greenhouse Introduces an Escape within an Escape
Meghan Young — August 15, 2015 — Marketing
References: nestle-waters & osheaga
This year, Osheaga was filled with some amazing activations for its music festival goers and the Perrier Greenhouse was one of the standout installations. An escape within an escape, it provided visitors with a refreshing change of pace from the usual events and activities found at Osheaga. Packed with air conditioning, signature cocktails and its very own DJ, the Perrier Greenhouse definitely gave the rest of the shows a run for their money.
But what the Perrier Greenhouse really accomplished was to elevate the brand in a unique way. By positioning itself in a classy party atmosphere with special mixed drinks, fans of the brand were able to appreciate the slim cans in another way entirely. Not to mention associate it with a fun luxury experience.
But what the Perrier Greenhouse really accomplished was to elevate the brand in a unique way. By positioning itself in a classy party atmosphere with special mixed drinks, fans of the brand were able to appreciate the slim cans in another way entirely. Not to mention associate it with a fun luxury experience.
Trend Themes
1. Branded Experiential Activations - Creating immersive and unique brand experiences, like Perrier Greenhouse at Osheaga, to engage consumers and elevate brand perception.
2. Escape-within-an-escape Concept - Creating a separate and exclusive space within an existing event or location, like the Perrier Greenhouse at Osheaga, to provide a refreshing change of pace for attendees.
3. Luxury Branding and Association - Associating a brand, like Perrier, with luxury experiences and environments, such as the classy party atmosphere and special mixed drinks in the Perrier Greenhouse at Osheaga.
Industry Implications
1. Beverage - Beverage companies can create branded pop-up experiences like Perrier Greenhouse to create a unique and memorable connection with consumers.
2. Event Management - Event management companies can incorporate the escape-within-an-escape concept, like the Perrier Greenhouse, to provide additional value and attract more attendees.
3. Hospitality - Luxury hotels and resorts can leverage the luxury branding and association trend, like the Perrier Greenhouse, to elevate their brand image and create exclusive experiences for guests.
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