Edelweiss Trade Launch
The Edelweiss Wheat Beer brand was making its first launch in Singapore. The goal was to introduce the brand to trade partners, getting them to pick up this new brand for their business. The team conceptualised an immersive journey to inspire guests to embrace the essence of Edelweiss, invoking feelings of enjoyment, refreshment, and revitalisation. The whole experience incorporated five senses, transporting attendees to the alps without leaving Singapore. The team manage to transform the event space into a snowy alpine landscape, starting from the entrance, with the tram ride through the snowy path leading to a captivating herb garden and a breathtaking peak reveal of the product. Through storytelling, interactive elements, the unique qualities of the brand was presented and generated excitement among trade partners, achieving remarkable performance in both on-trade and off-trade channels.
