Client Challenge:

Increase awareness of Innis & Gunn Lager and drive increased trade to Innis & Gunn Lager accounts in central Scotland.

RAWK Solution: 

We developed a campaign of sampling and live music events to take place in key accounts across a six week period. Our aim was to allow consumers to sample some of the country’s finest beer alongside some of its finest bands, creating new levels of brand awareness and loyalty with each event. We worked with the brand to identify key accounts they wanted to target. Programmed and booked the talent, provided a PR solution for the campaign and deployed and managed the events on the ground. 


An incredibly well attended series of events, we introduced the new product to countless consumers, collected large amounts of consumer data, drove brand awareness within the core target audience and created widespread buzz online via the social accounts of the key stakeholders at each event.

Quick Figures:

  • Six key accounts covered 
  • Over 350 attendees
  • Over 250 unique email addresses new to the brand
  • Over 700 samples served 

On The Ground:

‘The Friday Sessions’ was a campaign of pop-up branded gigs developed to drive brand awareness and support sales in key accounts in line with the launch of Innis & Gunn's new lager. 

Taking place in key accounts across central Scotland on 6 consecutive Fridays, these free entry live music and sampling events were programmed to interact with the brand's target audience in a post work environment and provide a perfect start to their weekend. 

Each event was publicised through a mix of online and print media, utilising the social channels of the brand, the band and the venue and leveraging our extensive network of contacts in the Scottish cultural press. 

Although free, consumers were required to sign up for tickets in advance. On arrival, consumers were signed in via a digital ticket app, this allowed us to track and measure our audience, they were then provided a branded wrist band that entitled them to two free samples at the bar. 

Throughout the 2 hour events consumers were entertained by exclusive stripped back sets from some of Scotland's most sought after up and coming talent who took to a temporary stage complete with Innis & Gunn branded backdrop created specifically for the activation. 

If you’d like to talk to us about any aspect of brand activation please don’t hesitate to get in touch