Created by agency Sense, the Barefoot Tat-Toe Parlour is part of Barefoot Wine & Bubbly’s ongoing #BareYourSole campaign, which champions the brand’s core values of diversity and inclusivity.
Visitors to the parlour will receive a personalised temporary tattoo, along with the Barefoot logo, and will be encouraged to shout about their hidden passions. The idea behind the experience is to celebrate the fact that people feel happier when they are comfortable in their own skin and are free to express themselves.
Kateland Turner, account manager at Sense, said: "To help visitors embrace their individuality, the Barefoot Tat-Toe Parlour offers beautifully designed temporary tattoos, featuring interpretations of each person’s secret passion – whether it’s tarot card reading, calligraphy, metal detecting or simply ABBA – along with the Barefoot logo, which represents the brand's fun and quirky ethos. The newly inked are then invited to share a snap of their ‘tat-toes’ using #BareYourSole."
The full range of Barefoot Wine will be available for visitors to sample, with the new Malbec and Chardonnay being priority pours, plus there will also be a number of quirky giveaways.
Olga Senkina, marketing director (EMEA) at Barefoot Wine & Bubbly, said: "For more than 30 years, Barefoot Wine has done things differently with the aim to make the world a better place. This year, we’re taking the movement to more people, with a bigger message. We want to highlight that along with the freedom to wear what we wish, we should embrace our quirks and unmask our passions by proclaiming the music we like, the company we enjoy and the hobbies and experiences we love. #BareYourSole is showing how the UK should live life Barefoot."
The campaign also ran at the Retro Festival in Newbury Berkshire, Liverpool Pride, Brighton Pride and Leicester Carnival.
Earlier this month, Sense created a sampling campaign for milk drink Yazoo.
Sense's planning director Alex Smith is a regular blogger for Event. Check out his blog post Three things brands can learn from Pokemon Go.
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