The fantasy that transformed an unknown ingredient into the nectar of choice.
As the world’s first French liqueur made from thousands of delicate blossoms handpicked at the height of their beauty, Bacardí’s St~Germain Elderflower Liqueur had a captivating story to tell. But with only 20% awareness, St~Germain needed to drive familiarity, trial and usage to stand out and inspire consumers to call for it by name. St~Germain needed to establish its coming out party.
— Our Solution —
An immersive botanical fantasy inspired by the thousands of flowers inside every bottle of St~Germain.
The key to brand recognition was carefully orchestrating an experience that enveloped invitees in an irresistible story: Maison St~Germain. Like hummingbirds to nectar, the buzzworthy footprint lured top influencers to its provocative garden of delights that bloomed for one fleeting night on the New York Highline.
Overflowing with decadent discoveries, Maison St~Germain was intentionally designed to immerse influencers, trade and media in a sensorial brand story that inspired social sharing by all who entered. Featuring techno-botanical aesthetics, electroluminescent floral decór, the scent of elderflowers and more, this launch was the biggest and most successful in Bacardí’s history. After its New York debut, Maison St~Germain blossomed in Los Angeles, Miami, London and Paris, becoming one of the summer’s most shared events worldwide.
From the rarest flower to the most successful event in Bacardi’s history.
800 million press impressions
20 million influencer reach
74 high-impact press hits
115 million shareable social impressions
Winner: 2018 Tempo Award - First Place
Winner: 2018 Silver Pro Award