RON BARCELÓ
VIVE AHORA TOUR
Industry /
Food & Beverage
A 10 stop experiential tour to bring Ron Barceló to Italy’s top clubs.
BRIEF
Ron Barceló, the best Dominican rum on the market, needed to develop a summer tour to bring its products around Italy to 10 of the peninsula’s best clubs. To increase awareness, the brand needed an engaging and captivating experience to transport the target audience to Latin America. So we developed a concept and created a format that expressed these concepts and organized the production phase of the event itself, from set-up to staffing.
SOLUTION
The idea was to bring the “buena onda” to each event and involve Millennials and Generation Z to make them the protagonists of the tour: “a party within a party” with exotic characteristics and Caribbean scents. This is how the Vive Ahora – Rosalìa format was born: at each event there is an experiential corner to discover tropical scents and a photo booth to remember the moment, a drink list of three cocktails created specifically by mixologist Federica Geirola. The protagonist is Rosalìa, accompanied by a performer, who guides guests on this sensory journey.
A COMPLETE COMMUNICATION PLAN – PRE, DURING AND POST EVENT.
Every activity and every content is faithful to the brand’s DNA and concept. Everything refers to Ron Barceló and its origins: in the keyvisual with bright colors and a tropical-inspired fantasy we added “Vive Ahora”, a naming in line with the brand’s communication. We studied all the steps of social communication for the entire duration of the tour, creating an editorial plan. In addition to posts, IG stories and reels, to increase awareness and engagement we took care of customizing all communication elements such as the drink list, drink cards and the van.
AN ACTIVITY TO DISCOVER THE VALUES AND ORIGINS OF RON BARCELÓ.
In the pre-opening phase we thought of an activity to involve bartenders: Federica Geriola, the mixologist and brand ambassador, holds a short course to explain and tell the characteristics and qualities of the product. It is an educational, but at the same time creative moment, in which you can learn not only the process of creating a cocktail, but also the history and values of the brand.
TEAM
Client Manager
Luca Ciarpella
Account Manager
Giulia Martinis
Concept & Engagement Strategist
Fabrizia Greco
Art Directors
Andrea Simone, Flavio Milazzo
WHAT WE DID
Art Direction
Accounting
Concept
Format
Digital Strategy
Engagement Activities
Event Production
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