Liquor brand Svedka has a tradition of drawing guests out for an annual winter bash in Los Angeles, typically a Valentine’s Day-centric soiree filled with cheeky details. This year, the brand went with a slightly different format—ditching the holiday tie-in in favor of a “Broken Resolutions” theme apropos of the event’s mid-January timing—but kept the details and activations as playful as ever.
At the January 19 party at Hyde Sunset in Los Angeles, various stations nodded to classic New Year’s resolutions people are likely to break.
For instance, at the “Lose Weight and Get Fit” area, trained acrobats and dancers performed a live routine on treadmills to entertain guests as they lounged in recliners. At the “Eat Healthier and Diet” station, an over-the-top dessert bar included Svedka dessert shots—like s’mores in a shot glass—as well as a doughnut wall that replenished throughout the evening. At the “Volunteer” area, guests found interactive selfie stations and vanity mirrors, as well as a “Toss Your Resolutions" game, with beanbags emblazoned with popular resolutions.
Of course, many people also resolve to “Drink Less,” and Svedka used those words as the backdrop to a bar. Encouraging people to drink copiously, the brand showcased the majority of its portfolio and served more Svedka cocktails than it has at any previous proprietary event.
“Svedka is known for being a fun, tongue-in-cheek brand, and we want our events to reflect that in a big way,” said the brand’s PR director, Meryl Van Meter. “After doing our anti-Valentine's Day party for five years, we wanted to change it up to stay fresh without losing that cheeky edge we're known for."
Producer Jessica Fels said that the goal was to have a sense of fun, but also to remain on brand. “It was important to me that the somewhat silly and ironic nature of each station be created with not only wit and good fun, but also feel glamorous, like that awesome New Year’s Eve party you have always wanted an invite to,” she said.
With the oversize marquee-style letters marking each station, guests were inclined to snap shots and share them on social media.
“The response has been tremendous,” said Michelle Davidson, partner in Shadow PR, which represents Svedka. “The over-the-top glitz and ironic juxtaposition of phrases made for incredible photo moments that the media has devoured. Coverage has been so outstanding.”
