London Fashion Weekend: Fizz without the follow through

As you may have guessed by the previous posts, I too went with the Brand Activation Council to soak up the experience of London fashion weekend. I focussed on the two drinks brands present: Beauty’In and Scavi&Ray Prosecco, who both had a pop-up bar at the event.

Positioned in the middle of a room the Beauty’In stall was not just visually appealing but also showcased everything the brand has to offer.

From teas to sweets over to their “beautydrink”, I was encouraged to sample it all. However the brand failed to engage me beyond the typical stall & (scientific) leaflet approach. They failed to make a connection between their brand and the fashion world and were rather forgettable. Had they asked me for my email address with them in exchange for a ‘freebie’ they certainly would have got it.

The Scavi&Ray prosecco bar was much the same, minus the freebies! For £6 you could quench your thirst with either a classic or rose fizz. It was not obvious that Scavi&Ray Prosecco were sponsors with no direct customer engagement, no connection made between the brand and London Fashion Weekend, no data capture attempts.

There were a number of examples of clever, relatable and exciting brand engagement such as Canon (my personal favourite), Sunglass Hut and Lavazza. The drinks brands just did not excite, engage or want to make friends. Nice glass of fizz though *chinksglass*.