Events have been planned at the Spotlight Bar in Birmingham tonight (28 November), House of Wolf in London on 29 November, Crowd of Favours in Leeds on 4 December, The Whiskey Jar in Manchester on 5 December and an unconfirmed location in Glasgow on 6 December.
The activations will reflect the cider’s main launch event earlier this month on a smaller scale, which saw agency 12 create an immersive speakeasy for 21-27 year olds in east London. Working with ESIP on staffing, logistics and production, the agency created an invite-only party at an 1850s house on Brick Lane.
In the weeks leading up to the launch, trendy guests in the area were handed a mysterious matchbox that contained a key as their invitation to the party. Clues were unveiled on Instagram slowly, with the final location revealed on the day of the party.
The agencies had created a façade on the outside of the house to make the destination look like a traditional butchers’ shop. A custom-made door was also created that could only be unlocked with the invite keys.
When guests entered the house, they were presented with a ringing telephone that told them to explore the house. Rooms on offer to explore included a 1920s press room, where guests could use an original typewriter to write their own front page of a newspaper that could be printed and kept as a memento, and a Great Gatsby-style saloon complete with a swing orchestra and dancers.
Other areas included a hidden distillery, a casino, a cinema that played Blind Pig’s introductory film, an art exhibition featuring specially-commissioned paintings and a dressing room, which gave guests the chance to dress up in flapper attire and receive a makeover from hairdressers and make-up artists.
Actors were present throughout the venue to create a hyper-immersive experience.
"There was a lot going on," Lola Gonzalez, production account director at 12, told Event. "But we had a 10pm curfew as part of the deal with the venue. So to finish, we staged a police bust. Actors ran through the building shouting for everyone to get out or face arrest."
She added that keeping such a big production under wraps was a challenge. "Lots of people had to sign non-disclosure agreements. Even on the client side, many people involved with the brand didn’t know what was going on until the day."
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