The pandemic has forced the entertainment sector into a major rethink. The response has been marvellously inventive resulting in many great new ideas. At Pernod Ricard, we have joined forces with some of the industry’s leading players and most promising start-ups to offer unique experiences for our consumers and create new ways to connect with them.
“Havana Club is the perfect fit for an experience where our clients go on an exciting adventure that takes them into a parallel world. They become heroes and have to face extraordinary challenges.”
FEVER
Social distancing may have kept people apart, but it also brought them together. Pernod Ricard teamed up with musical innovators to create new links in these challenging times.
One initiative was an evolution of our partnership with Tomorrowland, the world’s leading electronic musical festival. Since the start of the pandemic, this event has moved online bringing people from around the world together to enjoy a digital festival with multiple virtual stages featuring the world’s biggest artists. To reach this new audience, Absolut created the Absolut x Tomorrowland 2021 limited edition bottle, which could be ordered directly by participants and delivered to their homes. As part of Absolut’s campaign ‘United we Dance’, this limited edition bottle epitomised the passion for music the brand shares with its consumers and its desire to bring the spirit of the dance floor to them.
The Group also linked up with a company whose very DNA is in taking concerts online, Boiler Room. Since 2010, this London based platform has been live streaming concerts and hosting shows in 100’s of cities worldwide. That digital experience came fully centre stage when physical attendance at gigs became impossible due to Covid-19. Boiler Room and Pernod Ricard, through its brands Absolut, Ballantine’s, Beefeater and Jameson, jointly organised a number of virtual events over the past year to support and connect people during lockdown by bringing the world of music to them on a regular basis.