Project type: Brand Activation, Experiential Design

Billson’s was an unparalleled success story, becoming Australias foremost flavour-driven RTD in only a handful of years. But growth was limited to rural and suburban awareness, and the next step was to introduce the brand to an inner city audience.

A strategy was formed to simultaneously cultivate the passionate in-the-know community and introduce urban tastemakers and influencers to the brand. Preceded by enticing social media clues and an exclusive invite consisting of a limited edition flavour drink, we transformed a historic building in Melbourne’s trendy Windsor into a sensory wonderland for two unforgettable nights in July 2023.

The event was designed as a truly immersive brand experience revolving around modern nostalgia, with unexpected twists and turns throughout the evening, from surprise appearances by magicians and musicians to flavour lab tastings and unpredictable food pairings. A merch claw machine handed out fun memorabilia and the truly dedicated fans could pick up a real needlework flash tattoo of their favourite flavour – arguably the most popular and talked about aspect of the event.

We also designed and produced a giant wheel of fortune with interchangeable slots to provide an exciting way of navigating the flavour world of Billson’s, built to last through many more years of spectacular Billson’s experiences.

2022 - 2023

Agency & role:
Creative Director at Cowan

Client:
Billson’s