Client:
Aspall Cyder
Project:
Sensory Orchard
The brief:
Aspall approached us with the idea of creating a brand engagement event in London, bringing together their sales team and distributors for an afternoon of product education and experience. Aspall wanted guests to feel engaged, informed, and excited about Aspall’s offering, and their newer release ‘Aspall Blush’
Approach
We recommended a full sensory escape for delegates, immersing them in the sound, sight, smell, taste and touch of the product. This approach, focussed on education, was designed to reinforce Aspall’s super premium positioning in the cider market, and drive desire through fun and unique activities. Our ‘Sensory Orchard’ was much more than an ordinary bar takeover, it was an awakening of the senses that allowed delegates to experience the product like never before.
Experience
The event was held at Oasis in Canary Wharf, London, a setting that matched the class and premium aura of the brand. Upon arrival, guests were given either an Aspall or Aspall Blush cyder, based on answers to a questionnaire about their preferences sent prior to the event. We created five interactive and memorable experiences for guests to explore.
Sight
Watch an informative video about the history of Aspall and their aspirations in the market.
Sound
Put on headphones and get lost in the soundscape of the Suffolk orchards.
Smell
Visit the scent stations to experience the notes of Aspall Cyder in isolation, like cedar wood, summer fruits and fresh apples.
Touch
Get stuck in with apple pressing and learn about the process of making Aspall Cyder.
Taste
Take part in a guided tasting of Aspall and Aspall Blush, supported by Aspall’s experienced pommelier.
A roaming acoustic band was the cherry on the cake, adding to the relaxed rooftop atmosphere.
Results
67 guests joined Aspall to experience the exclusive ‘Sensory Orchard’, with over 200 samples of Aspall and Aspall Blush served.
Feedback from the day was excellent, with 100% of attendees rating the experience as either good, very good, or excellent. The theming of the day achieved Aspall’s number 1 objective, to give guests an experience that would leave them feeling informed, engaged, and excited about the Aspall brand
"Our brief for XSEM was to have our guests leave feeling informed, engaged and excited by Aspall Blush, and they fulfilled that brief perfectly with some creative and highly immersive solutions.
We’re thrilled with how they brought the new product and its premium status to life with our sales teams and distributors. To see 100% event satisfaction ratings was impressive for everyone involved.”
Assistant Brand Manager, Aspall
