Guests were seeing red when they walked into the launch party for Old Spice's new line of men's deodorants, body washes and sprays—which made sense, considering that the product line is called Old Spice Red Zone.
"We just saturated everything in red," says Alice Turner, executive vice president of the Experiential Agency, the company that produced the event. Red gels covered the lights, giving the Canal Room a warm glow, while red flowers, vases and votive candles decorated the tables and bar. Red Zone-branded throw pillows graced black leather couches and white leather chairs, and Lucite boxes filled with Red Zone products doubled as art on the walls behind the bar. Models in red "Red Zone" branded tops held cigarette tray-style boxes filled with the products for guests to sniff and spray. Two large video screens flashed images of Red Zone products.
Canal Room's bartenders served up a signature drink called "The Red," made from pomegranate juice and orange vodka, and waiters passed hors d'oeuvres like seared tuna on daikon radish squares and grilled shrimp with cilantro pesto.
Overseen by Proctor & Gamble's Alex Lipinski and Paine PR, the event was designed to attract a younger generation of Old Spice consumers. The idea, Turner said, "was to market [the products] through existing consumers and get them to see that the fragrances are really good." In order to reach those customers, the Experiential Agency hooked up with Canal Room and mailed out invitations to the club's existing list of clubgoers, relying on DJ Todd Mallis as the draw.
—Erika Rasmusson Janes
"We just saturated everything in red," says Alice Turner, executive vice president of the Experiential Agency, the company that produced the event. Red gels covered the lights, giving the Canal Room a warm glow, while red flowers, vases and votive candles decorated the tables and bar. Red Zone-branded throw pillows graced black leather couches and white leather chairs, and Lucite boxes filled with Red Zone products doubled as art on the walls behind the bar. Models in red "Red Zone" branded tops held cigarette tray-style boxes filled with the products for guests to sniff and spray. Two large video screens flashed images of Red Zone products.
Canal Room's bartenders served up a signature drink called "The Red," made from pomegranate juice and orange vodka, and waiters passed hors d'oeuvres like seared tuna on daikon radish squares and grilled shrimp with cilantro pesto.
Overseen by Proctor & Gamble's Alex Lipinski and Paine PR, the event was designed to attract a younger generation of Old Spice consumers. The idea, Turner said, "was to market [the products] through existing consumers and get them to see that the fragrances are really good." In order to reach those customers, the Experiential Agency hooked up with Canal Room and mailed out invitations to the club's existing list of clubgoers, relying on DJ Todd Mallis as the draw.
—Erika Rasmusson Janes