Taste of London

Connecting foodies with cocktails at Taste of London festival.

The Challenge

Strengthen the relationship between cocktails and food while driving liquid-on-lips for Diageo’s portfolio of brands at Taste of London.

Outcome

We designed and activated five (2018) and seven (2019) pop up activations for Diageo Reserve brands including;  Johnnie Walker, Tanqueray London Dry, Ketel One, Belsazar, Roe & Co. and Don Julio Tequila.

The Detail

Taste of London is the highlight of the foodie calendar. Each June, over 50,000 people flock to London’s Regent’s Park for an alfresco summer feast like no other.

With a captive audience it’s the perfect place to immerse consumers in your brand and let them live it’s story. But how do you stand out from the crowd? How do you turn people into active participants and ensure they leave with a positive experience that lives on beyond the activation?

These are just some of the questions we asked ourselves as our creative team sat down with our drinks experts to develop each unique brand activation. To make an impact with today’s digital first consumers we wanted to make sure that each experience was worth sharing. And importantly that it would convert consumers at the drink-in-hand moment.

2019 saw us activate the Ketel One Kitchen, with Espresso Martinis served on draught by our in house team of Sweet&Chilli bartenders. Featuring regular Bloody Mary and Espresso Martini masterclasses alongside the popular Kitchen Disco.

Another favourite, Don Julio’s ‘La Cantina’ Bar brought the vibrancy of this luxury tequila, and its Mexican heritage, to Taste. Serving Margaritas and Palomas on draught.

New for 2019 House of Tanqueray No. TEN where guests had their brainwaves read to determine their perfect citrus heart cocktail.

Impact 

2018 – 13.9k liquid on lips

2019 – 15.2k liquid on lips