French mustard brand Maille used Toronto Bastille Day on July 12 to promote its condiment with a Paris-inspired pop-up bistro. Planned by the PR Department, the pop-up served sandwiches, macarons, and cocktails made with different flavors of Maille mustard. The "1747" cocktails, served in jars with the brand's logo, included Cognac Remy Martin and Maille Provençal.
To promote its climate change-focused Save Our Swirled campaign, Ben & Jerry's embarked on an 8,000-plus-mile road trip in an electric Tesla Model S. Those who tweeted at the brand got free scoops delivered to their office from the brand's eco-friendly version of an ice cream truck, which was fitted with three freezers that held more than 1,000 scoops. The company also released a new raspberry and marshmallow-flavored ice cream named after the campaign.
UrbanDaddy and Grey Goose partnered to present a French-theme Summer Soiree, which showcased the vodka brand's Simply Served cocktail program that mixes citrus-infused Grey Goose flavors with Perrier and fresh herbs. They ended a seven-city tour on the Roof at the Viceroy in New York on August 5. A monitor showing videos of the cocktails was positioned at the event's outside bar.
Health-focused on-the-go snack brand GoGo Squeez partnered with MKG for the activation tour of its customized vending machine, dubbed "The Goodness Machine." The structure, built by Square Design, was a giant version of the brand's signature applesauce packet. The tour, which kicked off in New York's Madison Square Park July 23, invited kids to #CatchTheGoGo by pushing a button, which activated a launching mechanism that shot out an applesauce packet attached to a parachute with the brand's label. The activation also incorporated a social media and video element, with a custom video recorder that recorded kids interacting with the machine. The videos were uploaded to the “Goodness Machine” website as 15-second GIFs.
Gifting suites also had an informal vibe this year. At Diaz Contemporary, the Essentials Lounge offered products from such companies as Cake Beauty, Glaceau, Krispy Kreme, and Knix Wear. To tease all the swag that was available throughout the lounge, a display case held products from each sponsor. The event was presented by EGPR and took place on September 9.
Caravents produced the first 'Vanity Fair' Social Club program at the Emmys—previously it had only been an Oscars event—which had a new twist on a photo booth: An activation by sponsor Viktor & Rolf took the form of a floral bed, with a camera positioned above.
