Drinks brand activation, obviously. The recent unseasonal spell has resulted in festival mode being switched on. It’s also the time where brands make a pitch for cool relevancy and earned moments for the ‘gram.
Gordon’s Gin pitched up at Forbidden Fruit with their vibrant eye-catching disco buzz. Heavyweight alliances are being forged: All Together Now (Guinness, Rockshore, Smirnoff, Hop House 13 all from the house of Diageo as well as Dingle Gin, Kraken, White Claw) and Electric Picnic bagging buck from Heineken and Bacardi.
Expect to see builds replete with photographic backdrops as they vie for attention, money and loyalty.
Words: Michael McDermott