The nation’s fastest growing shot brand, according to August data from Circana, has brought its Endless Pink Summer campaign to an end with the inaugural Tequila Rose Pink Gala in Manchester.
Hosted by Loose Women star GK Barry, with a special guest set by DJ Joel Corry, the experiential gala in Manchester was attended by over 250 guests, ranging from content creators across social platforms to competition winners and celebrity press.
This through the line initiative was brought to life via agency partners, Democracy (PR, influencer and social), Bountiful Cow (media) and Quantum (events and activations).
The build up saw the brand use on-trade and on-pack promotions to drive sales and give away tickets to brand fans.
The hype was cranked up even further through a radio partnership in Manchester with Gaydio gave brand fans one final chance to attend through a social giveaway.
Tequila Rose billboards, digital OOH sites, projections and social creator content contributed to turning Manchester pink on the night.
Following the event, fashion designer Sarah O Robinson will be designing a Tequila Rose Pink Gala-inspired dress, which will be offered as a prize in an exclusive social media competition.
Sophie McLeay, Tequila Rose brand manager, said: “What better way to bring our pink summer campaign to a close than by throwing our first-ever Tequila Rose Pink Gala with a night of fun, glamour, and, of course, the UK’s favourite pink drink.”
Jen O’Grady, founder of Democracy, added: “We’ve been proud to play a part in the super-charged growth of Tequila Rose over the past few years and the Pink Gala was the biggest yet with hand-picked content creators and presenters building the hype in target communities. Here’s to another year where we paint Britain pink!”
Emma Deacon, business director at Bountiful Cow, said: “To maximise the buzz we created a fun and targeted media plan to connect Tequila Rose with the audience where they play and socialise across social media, a radio partnership with Gaydio and a mission to turn the city pink. Digital OOH and billboards surround the Pink Gala venue and outdoor projections targeted those nightlife city hot spots that DOOH can’t reach.”
Quantum client director Tallula Lawrence-Bagnall concluded: “The Pink Gala encapsulates Tequila Rose’s indulgent spirit, ownership of endless pink summer vibes and positioning of the brand as THE pink drink. We’re proud to be delivering not only the event itself, but supporting off trade localised on pack promotion within Manchester and the on trade promotion. It was a night to remember.”
