The Red Stripes

An East London corner shop was transformed by Red Stripe so that various different products joined together to make music every time a Red Stripe was picked up.

Sweet activation that will be talked about in the local community and encourage people to possibly pop down and pick one up to experience the music – I’m not certain it will encourage that pick up to transform to purchase, and the scale ability doesn’t allow for widespread activity, but the sentiment is nice

http://www.youtube.com/watch?v=GJ-RIbBFQAk

Marie

Bloggy

Jack Daniel's Barrel Tree

http://m.youtube.com/#/watch?feature=youtu.be&v=vfAwurp0Wsw&desktop_uri=%2Fwatch%3Fv%3DvfAwurp0Wsw%26feature%3Dyoutu.be

Renowned American whiskey brand Jack Daniel's has launched a festive, integrated marketing campaign by erecting a Christmas tree made solely out of barrels.

Last Christmas, Jack Daniel's kick-started a new tradition by creating its own version of a Christmas tree by erecting one made from oak barrels in its birth place Lynchburg, Tennessee. This year for the first time ever, they have granted permission for the tree to be built outside the U.S in London's iconic Covent Garden. 

London's nine-tiered 'tree' is made up of 140 oak barrels, shipped from the Jack Daniel Distillery in Tennessee, where they were previously used to mature the whiskey. The unique structure is decorated with garlands and covered in Christmas lights, switched on by Jack Daniel's legend Randy 'Goose' Baxter at the launch on 27^th November 2012.

To coincide with the lighting of the tree, the brand are releasing their limited edition Holiday Select 2012 Whiskey, giving fans the opportunity of purchasing a bottle at the tree.  This year's bespoke range contains the whiskey from the barrels used to build the Lynchburg barrel tree, and with only 3,000 bottles available to purchase, demand will be high for this festive treat.  Jack Daniel's will also be promoting their Tennessee Honey line which is available to purchase at the tree and in-store.

On top of Jack Daniel's OOH activity and Christmas TV ad, the campaign will also be supported by a range of tactics including an on-going social media campaign where users will have the chance to win bottles of the limited edition beverage.

Running from 27^th November to 28^th December, the campaign aims to communicate directly with audience members who appreciate the authenticity and heritage of the beverage.  The inspiration behind the campaign is reflected in there tagline 'It's not what's under the Tree, it's who's around it, the idea of uniting family and friends over the festive period.

Blazinstar Experiential were appointed to build and install the barrel tree and worked alongside Cirkle, Communicator, CCP Ltd, Iris and Kinetic agencies to bring this fully integrated campaign to life.

James Foley

Krug Institute of Happiness

A champagne-pairing dinner has been set up by Krug to try to bring happiness to the guests.

In the days before attending, guests answered a questionnaire, giving up information such as which piece of music makes them feel happy, their favourite sweet and the game they loved playing as a child. This allows Krug to sprinkle a few tailored crumbs of happiness over your evening.

In a  glass-clad private house in Highgate, an assortment of strangers sit down at large dinner tables and the head chef of Michelin-starred Viajante in Bethnal Green will be cooking their supper.

The idea behind the Institute of Happiness, Krug boss Olivier Krug explains, was to reflect the philosophy of the brand's creator, Johann-Joseph Krug.

"He wanted to create a champagne that every year would have the exact same taste, whatever the vintage — so that it always brought you exactly the same amount of happiness." 

But apart from inevitably enjoying the champagne and good food, what did that mean for the guests' genuine happiness?

"There are two types of happiness — the deep and meaningful and the fleeting pleasures. What we're talking about here is a perk that won't change your life but will put a smile on your face," says Professor Neil Frude, clinical psychologist at The Happiness Consultancy.

(words based on Evening Standard article 6 December 2012)

Sean

MSQ Partners Ltd or any of its subsidiary companies may not be held responsible for the content of this email as it may reflect the personal view of the sender and not that of the company. Should you receive this email in error, please notify the sender immediately and do not disclose, copy or distribute it. While MSQ Partners Ltd scans all outbound emails for viruses, it cannot be held responsible for any infected files that you may receive. MSQ Partners Ltd advises all recipients to virus scan any file attachments.
MSQ Partners Ltd | Registered in England No.: 7745643 | Registered Office: 6 York Street, London, W1U 6PL

---

This email message has been scanned and delivered safely by Mimecast.

---