Consumers aren’t buying into traditional advertising methods as much as they once were. The marketing and advertising landscape is constantly changing and activating brands is an effective response to emerging trends. Everything from pop-up bars and mixology tutorials to window displays have been used to increase brand awareness and consumer engagement. In our digital age, brand activations have become an important way to foster face-to-face interactions for both established and emerging brands. That is why the industry has been an early adopter of brand activation and experiential marketing techniques. Since drinking is generally a social activity, the beverage alcohol industry is especially well suited to this type of strategy. The main requirement is that the event activation produces a curated customer experience that creates a positive association with the company. There are limitless types of activation events that can be organized and hosted for this purpose. What are brand activations and how do they work?Īt its heart, a brand activation works by finding ways to engage directly with target audiences with the goal of building awareness about the company. Brand activations also draw on the creativity of marketers, by forcing them to think outside the box to find new ways of directly engaging with consumers and building the brand. In today’s competitive markets where it has become increasingly challenging to grab the attention of consumers, brand activations are a key component of any multi-touch marketing plan. While the concept of brand activation is relatively new in marketing strategies, it has become popular in recent years, especially within the alcohol industry.

The proposal digital activation