Maison 1664
The Problem
How do you introduce a new product to top-tier retailers like Sainsbury's and Waitrose in a way that’s truly memorable? For 1664, it wasn't just about launching their new beer, 1664 Blanc; it was about creating an immersive experience that would showcase the brand's history and unique "circus twist." The challenge was to tell the full story—from its rich heritage to the playful new identity of Blanc—in one impactful event.
The Solution
I knew that to truly engage key partners, we couldn't just talk about the brand—we had to transport them into its world. As part of the team at TBA Group, I helped create a customer immersion event in Paris. We transformed a gallery into a seamless, five-zone journey through the 1664 universe.
Each zone was designed to tell a part of the story: we started with the business opportunity in The Market Room, then took guests through the brand's history with a voice-over from the founder in The History Room. After a tasting in The Bière Bar, guests were led into the vibrant, blue-soaked Blanc Zone, a space that embodied the circus-inspired twist of 1664 Blanc. The experience ended with a personalised presentation showing each retailer exactly how the brand could thrive in their stores.
The Results
The immersion event was a huge success, creating a powerful and lasting impression on key retailers. By guiding them through a narrative that was both exciting and informative, we didn't just introduce them to 1664 Blanc; we allowed them to connect with the entire brand family. The project successfully communicated the unique market opportunity, the brand's rich heritage, and the playful, modern spirit of 1664 Blanc, setting the stage for strong relationships and future growth. I was proud to be part of the team that brought the 1664 brands to life and turned potential stockists into passionate partners.
Project Credits
Brand
1664 Blanc & 1664 Bière
Platform
Experience
Industry
Food & Beverage
My Role
Creative Lead
Agency
TBA Group
Launch Date
October 2023