Initiative Studio launches Pernod Ricard’s ‘Rosie’ picnic activation

Initiative Studio has teamed up with Concrete Playground to give away 100 luxe picnics to Sydneysiders, as part of a brand activation for Pernod Ricard’s Rosé Spritz brand ‘Rosie’.

The announcement:

After a long few months in lockdown for Sydneysiders, the NSW Premier announced that gatherings of five double-vaccinated people could go ahead in outdoor areas from September 13th. Pernod Ricard’s Rosé Spritz brand ‘Rosie’ is celebrating this by giving away luxe picnics for 100 Sydney siders throughout the eastern suburbs, inner city and inner west.

Teaming up with Concrete Playground, Rosie is giving consumers the chance to celebrate their first taste of freedom in the chicest way possible. For two hours, winners will enjoy a picnic fully-stocked with the new Rosie range, catering by local business Platter Up and styling that resembles an influencer’s dream.

With Pernod Ricard’s quick thinking, these premium picnics were briefed and turned around in just 13 days, creating an immediate opportunity to really connect with people and keep that going all summer long.

‘This is a perfect example of using a culturally relevant movement as a launch pad for Rosie as well as driving awareness and trial- certainly one of those right place, right time campaigns,” said Lauren Illif, Pernod Ricard Senior Brand Manager. “With picnics literally being the ‘event of the (covid) season’ we quickly jumped at this opportunity to embed ourselves into culture and create this as the ultimate consumption moment.

“By partnering with Concreate Playground we knew we could drive further scale whilst also reaching our desired target audience. The partnership allows for education around the Rosie range and click through to retailers allows consumers the chance to purchase Rosie too!” she added.

Head of Initiative Studio Olivia Warren said, “It was a bold move by Pernod to invest in this activation with the government’s new rules only just being announced. The events industry needs this sort of confidence from clients to start a resurgence of activations. We’ve had 18 months of inconsistent or cancelled events and it’s officially time to put that behind us and create events where people can celebrate – with a Rosie spritz of course.”

Source: Initiative media release


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