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D'USSÉ & Patrón : Vic Mensa's 30th Birthday Party
Challenge:
Vic Mensa, Grammy-nominated Roc Nation artist celebrated his 30th birthday, creating a unique opportunity for our agency to elevate brand recognition for D'USSÉ and Patrón among a young, metropolitan, and multicultural audience. Our goal was to leverage the event to build a strong brand association for D'USSÉ and Patrón within the creative, nightlife-centric community.
Solution:
We positioned D'USSÉ and Patrón as the event's official cognac and tequila partners to maximize brand visibility and engagement. Our team curated a cohesive brand experience with various branded merchandise and promotional materials, ensuring guests engaged meaningfully with the brands throughout the event.
Key Components:
Product Placement: 12 bottles each of Patrón and D'USSÉ were displayed prominently, with Patrón becoming the top choice of the night.
Branded Merchandise: Custom-branded polo shirts, hats, cups, napkins, bottle glorifiers, and cocktail shakers were placed throughout the venue, with bartenders wearing branded D'USSÉ apparel to maintain strong brand visibility.
Gifted Branded Merchandise: Guests received branded cups and napkins, extending brand exposure beyond the event.
High-Profile VIP Engagement: The celebration attracted an impressive roster of musicians, designers, athletes, and influencers, fostering VIP engagement with the brands.
Notable guests included:
-Evie the Cool, DJ
-Towkio, musician
-Alex Carter, fashion designer from Project Runway
-Kyle Prater, former NFL player
-Chante, DJ
-Nikko Washington, fine artist
-KAMI, SAVEMONEY musician
-Smoko Ono, DJ + Producer
-Kirsten Corley, entrepreneur + Chance the Rapper's wife
-DASH, DJ of All Summa/Leon Bridges Jump Judy
-Fred Evans, former NFL player
Results:
The activation exceeded expectations, driving exceptional brand recognition and engagement:
Increased Brand Visibility: D'USSÉ and Patrón achieved a premier presence among a multicultural audience that frequently engages in nightlife, solidifying brand familiarity.
High VIP and Multicultural Engagement: The event fostered connections with an aspirational, predominantly BIPOC audience, generating high in-person and digital engagement.
Strategic Alignment with Roc Nation: Partnering with Roc Nation artist Vic Mensa reinforced D'USSÉ and Patrón's association with key industry influencers.
Positive Brand Perception: Supporting Chicago’s first Black-owned cannabis brand and providing an open bar furthered Bacardi’s cultural relevance and positive brand perception.
Through Vic Mensa’s 30th birthday celebration, Bacardi successfully connected with vital multicultural audiences established an influential presence in the nightlife scene, and enhanced brand equity among creatives and trendsetters.
