We focused our strategy on two main types of activation:
Lot 42 founders Dale and Chris have an ambition of creating positive spaces of self-expression and acceptance – whether that’s in nature, a nightclub, a festival or at home with old friends and new. That is why it was so important for us to design an experiential activation where everyone was welcome, regardless of their gender, race, culture or sexual orientation – a safe and fun space for everyone to be their authentic selves.
Lot 42 has a strong connection to nature as founders Chris and Dale often tour Europe in their campervan and on-the-road home, Bruce – along with four pawed friend Max. We brought nature to Charing Cross station through an impressive tree made from reclaimed wooden pallets and of course, it wouldn’t be Pride without adding mini disco balls and Lot 42 cans that sparkled beautifully in the midday sun.
Camper van Bruce was there as the backdrop to world-renowned DJs that performed throughout the day, and we welcomed famous drag-queen, Veronica Green who dazzled in a green sequined number, whilst sipping on the new delicious Gooseberry and Apple seltzer.
Mass distribution activity
We created sampling bins that replicated the Lot 42 cans which not only allowed us to sample in volume but also raise brand awareness in a high footfall area where parade goers where more than happy to stop and chat about the product.
We ensured we hired a diverse and confident team who got into the spirit by sporting Pride bandanas and biodegradable face glitter.