BRAND ACTIVATION // Astral Tequila
CLIENT: Diageo // Astral Tequila
ACtivation type: Influencer Event + Product Relaunch
Campaign Strategy: RELAUNCH ASTRAL TEQUILA BY INTRODUCING CONSUMERS TO THE HOUSE OF ASTRAL
Campaign VISION: A CELESTIAL RETREAT & PHYSICAL EMBODIMENT OF WHAT IT MEANS TO BE NOURISHED BY THE SUN AND STARS, JUST AS ASTRAL TEQUILA IS.
Campaign Timeline: Nourished by the Sun & Stars
Event Overview
From start to finish, Mint was an integral part of bringing the House of Astral to life in all its celestial glory.
The brand launch occurred in 3 stages:
Phase 1: Content Creation
Phase 2: Content Creation + Influencer Event
Phase 3: Sweepstakes Winner Experience + Press Trip
Phase 1: Content Creation + Introduction
The adventure began deep in the Mojave desert with a full blown content shoot to prepare for the launch the House of Astral Sweepstakes and re-introduce Astral Tequila to consumers in a whole new way.
The content would showcase the experience while demonstrating why it is uniquely Astral, bringing the campaign and story to life through photography and videography designed for social channels, press outreach, paid advertising and brand + partner channels.
From location scouting to talent acquisition, layout to space design, and complete with a luxury pop-up village by Under Canvas, key branded elements, roaring fire, chic outdoor bar and dozens of dreamy Astral cocktails - the House of Astral became to take form.
Phase 2: Influencer Event + Social Buzz + Content Creation
The first guests to experience the House of Astral were part of a strategic soft launch with 15 influencers + Celebrity ASTRALogist Aliza Kelly. Before the official sweepstakes was announced, phase 2 was an ‘in-situation demonstration’ of the celestial getaway. We rolled out an immersive experience for the brand’s key influencers to experience the magic of the House of Astral and create hype for the upcoming launch of the sweepstakes, all while capturing key assets to leverage across channels to drive awareness.
A multi-day adventure deep in Joshua Tree brought the House of Astral and storyline to life for an epic influencer campaign. Luxury glamping accommodations and stunning communal gathering spaces were nestled into the perfect iconic desert landscape.
The 3 day experience included:
// Dinner Under the Stars
// Guided Astronomy and Star Gazing for the Blood Moon Eclipse
// Interactive Zodiac ASTRALogy Mixology Class
// Birth Chart Readings with Aliza Kelly
// Jeep Tours & Guided Hikes in Joshua Tree National Park
// Private Sound Bath + Wellness Experiences
// Adventure & more
phase 3: sweepstakes winner trip + press event• Brand activation + experience design
The official House of Astral came to life under star filled October skies deep into the Joshua Tree desert. The sweepstakes winners where whisked away to experience the culmination of an epic giveaway that included all the magic - dinner under the stars, ASTRALogy Mixology, Birth Chart Readings and more.
To make the most of the experience the House of Astral was live for an entire week - hosting not just the sweepstake winners - but with a quick 2 day reset - invited key media players from around the country to experience the magic as well.
Astral’s unique, immersive brand activation was able to leave a lasting impression with followers by interacting with them a personal level while bringing them along for an incredible adventure. There is power behind this type of experiential marketing - by creating a deep connection, building not just loyalty - but trust and recognition.
At Mint Collective, we create innovative experiences that bring brands to life in unforgettable ways.
The Results
Astral’s unique, immersive brand activation was able to leave a lasting impression with followers by interacting with them a personal level while bringing them along for an incredible adventure. There is power behind this type of experiential marketing - by creating a deep connection, building not just loyalty - but trust and recognition.
At Mint Collective, we create innovative experiences that bring brands to life in unforgettable ways.
