For 6 years, Palm Bay had used music festivals as a means of driving awareness and trial of their products. Our mandate in 2018 was to help evolve consumer perception of the brand from a “party” drink to a “lifestyle” beverage and to maintain market share through trial of innovation SKUs.
Influence used the insights of the festival goer’s “4 Need States” to create an activation that made Palm Bay a champion of our core audience’s Need to Refresh instead of a “product-first” approach. We developed and designed the Palm Pergola and Refresh Station complete with palm frond wall, make up vanities, refresh amenities and lounge areas, We gained the favour of our core demographic and introduced them to our new less sweet Palm Bay Vodka Soda SKUs, which saw significant growth from 2017.
ENGAGED FEMALE FESTIVAL GOERS
INCREMENTAL CASE SALES