B-to-C Events

SVEDKA Vodka on June 22 reached the eccentric and exuberant masses in Brooklyn, NY, by activating a sampling “cube experience” along the route of the Mermaid Parade at Coney Island. The stop was part of a 20-city summer tour to promote new flavors Orange Cream Pop and Strawberry Colada. Located on-site at Peggy O’Neill’s Bar and Grill on Surf Avenue, the 16-foot by 16-foot space featured glass walls and oversized floating SVEDKA-branded white balloons that sailed above the crowds.

Macy’s on June 8 activated a Sizzle Showdown at its Lenox Square store in Atlanta where six finalists in a national search competed to become the “Greatest Grilling Guru.”

In the newest iteration of the mixology trend, Phillips Distilling Company brand UV Vodka is now challenging bartenders in three key markets to compete in its Shake-up Showdown to win bragging rights as the best mixologists in town. The three markets are Chicago, where the Showdown ended in June, the Jersey Shore, which will run in August, and Iowa City, IA, which will host the events this fall.

Malibu Rum may conjure the typical Caribbean image of palm trees and tiki huts. But for the launch of new low-calorie Malibu Island Spiced Rum, the brand sought to create an image befitting of a hip beach scene like Miami or the Hamptons, to reach a more stylish young female consumer. The brand invited 410 influencers from the blog and fashion world, including brand spokesperson Lauren Conrad, a fashion designer of reality TV fame, to the chic Dream Downtown Hotel on May 7 for an evening sampling party in the rooftop bar.

Nabisco as title sponsor of One Direction’s North American tour is bringing teen consumers closer than they “ever imagined” to the British pop boy band with live and digital experiences tied to its portfolio of cracker, cookie and gum brands. The 35-market tour kicked off June 13 in Fort Lauderdale, FL, and is heading to cities across the United States and in Canada.