Seven brands on experiential: Fentimans

Jaala Pickering, event marketing manager of botanical brewery Fentimans, discusses the brand's recent experiential projects.

Fentimans has recently launched a series of Magical Mixology Classes
Fentimans has recently launched a series of Magical Mixology Classes

Fentimans, Jaala Pickering, event marketing manager 

Experiential marketing is a great way for us to communicate with our audience directly and on a personal level. Providing the consumer with an experience that they will remember fondly gives them a positive association with our brand and our products.

We use experiential marketing to engage with our consumers through pop-up bars and fun activities that use our products to give the consumer a fun and memorable experience. Where possible, we try to engage the consumer by allowing them to use our products and try them at their leisure.

We’ve recently launched a series of ‘Magical Mixology Classes’ that will be popping up at several festivals this summer. These allow small groups of people to try our products with fun additional elements such as edible glitter and jewels. We’re also providing them with keepsakes to take away and remind them of their experience.

Another way we use experiential is to create bars at larger events where we can showcase our products to consumers. We built a Botanical Cocktail Garden at this year’s Polo in the Park for this exact purpose. Having an event in a central London location allows us to invite new and existing customers down to see our products in a relaxed and fun environment. 

For more brand stories from the likes of Propercorn, Lush, 9Bar and Yplan, plus industry trends and insight, download for free: Event’s 2016 Brand Experience Report as a PDF

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