Driving equity and overcoming image & taste barriers

We worked with Guinness Smooth in Bali to bring in two professional bartenders and chefs to help serve the newly launched Guinness Smooth.

As part of the launch event, a two-day Smooth Journey Experience took place, consisting of a Smooth Bootcamp with Chef Renata Moeloek & Beer Enthusiast Ade Putri, finalized with a Smooth Gathering.

Made extra challenging by the pandemic, the experiential approach needed to be more militant and effective in engaging consumers. The initiative intended to recruit new drinkers through to pushing inspiring content via KOL collaboration. This gave our consumers a new way to purchase via major e-commerce partners and ultimately activated new potential channels during the pandemic.

We worked with Guinness Smooth in Bali to bring in two professional bartenders and chefs to help serve the newly launched Guinness Smooth.

As part of the launch event, a two-day Smooth Journey Experience took place, consisting of a Smooth Bootcamp with Chef Renata Moeloek & Beer Enthusiast Ade Putri, finalized with a Smooth Gathering.

Made extra challenging by the pandemic, the experiential approach needed to be more militant and effective in engaging consumers. The initiative intended to recruit new drinkers through to pushing inspiring content via KOL collaboration. This gave our consumers a new way to purchase via major e-commerce partners and ultimately activated new potential channels during the pandemic.

59K

59K

In new recruitment

34K

34K

In train channel activation

30M

30M

In Kol reach

745M

745M

PR value earned

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