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The Drum Awards Sipsmith Awards Case Studies

How Sipsmith turned heads with a customised phone booth sponsorship


By Awards Analyst, writer

December 6, 2022 | 4 min read

Octagon/Sipsmith won at The Drum Awards for Experience 2022 in the sponsorship/activation event category for The Sipsmith Swancierge. Here, we find out more about what went into this graceful hospitality program...


Sipsmith swan off with a sponsorship/activation gong at The Drum Awards

Marking the second year of its partnership with The Championships at Wimbledon drinks brand Sipsmith spread its wings with an elegant series of activation events. Encouraging SW19 crowds to crane their necks the experiential activity took its cue from the brand's swan logo.

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The brief

Swancierge marries the hitherto unrelated concepts of a concierge, swan and gin to create a distinctively British alcoholic experience, beginning with two customized phone booths to provide welcome relief for queuing guests.

Drawn to a ringing phone passersby who answered the call were treated to an exchange with Mr Swan with the chance to win prizes and drinks vouchers which could be redeemed within the Sipsmith Gin cab, conveniently parked further down the line.

The Wimbledon takeover extended further within venue giveaways by Swancierge's riding handmade copper trikes with the lucky winners invited to next year's championship or a brewery tour.

The idea

Intended to offer fans an equal serving of tennis and gin the drinks partnership served to promote two new products; Strawberry Smash and RTD, a non-alcoholic variant.

The experience-led marketing effort saw sports fans drink up the atmosphere with ample sampling and purchase opportunities while conveying the brand's peculiar charm and idiosyncratic character.

The results

As a consequence, Sipsmith welcomed an average of 424 fans to its green phonebox every day and around 500 free samples were distributed every day.

All in all 11.5k serves and samples were distributed across the event with over 4.6k fan engagements.

This campaign was a winner at The Drum Awards for Experience in 2022. The Drum Awards for Marketing are currently open for entry. Find out how you can enter now.

The Drum Awards Sipsmith Awards Case Studies

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