Fever-Tree's Gin and Tonic Pop-Up Marks World Malaria Day
Laura McQuarrie — April 29, 2016 — Marketing
References: fever-tree & eventmagazine
In order to bring awareness to a life-threatening disease on World Malaria Day, Fever-Tree set up a pop-up bar in London's Finsbury Avenue Square. The bar served drinks made with Fever-Tree mixers and all proceeds were donated to the Malaria No More UK charity.
While it's possible for any brand to host a social good stunt of this nature, Fever-Tree's involvement is of special significance, since tonic water was once used as a malaria treatment. This anti-malaria cure used to come from the Fever-Tree, which is where the brand gets its name.
Each limited-edition metallic bottle was priced at the same amount it takes to deliver a mosquito net to a mother and child in areas where malaria continues to prevail today.
While it's possible for any brand to host a social good stunt of this nature, Fever-Tree's involvement is of special significance, since tonic water was once used as a malaria treatment. This anti-malaria cure used to come from the Fever-Tree, which is where the brand gets its name.
Each limited-edition metallic bottle was priced at the same amount it takes to deliver a mosquito net to a mother and child in areas where malaria continues to prevail today.
Trend Themes
1. Malaria Awareness Campaigns - Opportunity for companies to raise awareness of malaria and contribute to the fight against the disease.
2. Cause Marketing Pop-up Events - Advantageous for companies to organize pop-up events for a social cause that can foster brand loyalty and increase customer engagement.
3. Renewed Interest in Traditional Medicines - Opportunity for businesses to explore the potential therapeutic uses of tonic water and other traditional medicines for healthcare purposes.
Industry Implications
1. Beverage Industry - Companies can incorporate social responsibility initiatives in their marketing campaigns to give back to society, especially in the context of life-threatening diseases.
2. Tourism and Hospitality Industry - Businesses can organize cause marketing pop-up events in popular tourist destinations to engage with customers and build brand value.
3. Healthcare Industry - Healthcare providers can investigate the potential therapeutic uses of tonic water and other traditional medicines to develop innovative treatments for malaria and other diseases.
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