Author archive for Juanita Chavarro Arias
Ray-Ban Engages Gen Z in Style with a ‘Colorblock’ Concert Series at Elsewhere
Since their debut in 1952, Ray-Ban’s Wayfarers have been a mainstay in sunglasses trends, from the ’60s rock revolution to the ’90s hip-hop scene. To engage Gen Z and electronic music fans in its new gem-toned Wayfarer Colorblock Collection, Ray-Ban partnered with Elsewhere—a music venue in Brooklyn, NY—on a summer concert series that reflected the...
Espolòn Tequila Launches a New Premium Product with a ‘Crystal-Clear’ Pop-up Experience
In Mexico, cenotes are natural wonders—sinkholes among age-old caves with crystal-clear waters where adventurers can swim, scuba dive and relax. For the U.S. launch of its new premium product, Cristalino, Espolòn Tequila wanted to draw attention to its roots in Los Altos de Jalisco, Mexico, by recreating the idyllic atmosphere of the Yucatán Peninsula’s cenotes...
FOX Leans on Fandom Strategies and Transactions with a ‘Monarch’ Series Pop-up
Kicking off with original song “American Cowgirl,” bedazzled cowboy hats and plenty of multigenerational family drama, FOX Entertainment’s “Monarch” heralds in a new country music dynasty. To draw viewers into the world of the new scripted series led by Susan Sarandon, who plays matriarch Dottie Cantrell Roman, FOX activated a pop-up shop that brought Austin,...