Earlier this month, wine brand Bask transformed Toronto’s Sugar Beach into Zero Sugar Beach with yoga sessions and wine tastings to highlight its better-for-you bona fides. And now it’s taking a similar lifestyle-centric approach in Vancouver.
“Our consumers prioritize bringing balance to their lives by blending activity and wellness pursuits with busy social lives,” says Izabella Lima, manager of product, growth and brand marketing for Bask. “We want to showcase how to ‘bask’ in the moment this summer, highlighting our transformation of popular Toronto and Vancouver beaches into official Bask Zero Sugar Beaches.”
As Lima explains, the idea of “zeroing in” (referencing its zero sugar product) ladders back to consumer values about being present and living in the moment.
Following a light stretch, the brand is offering a sample of its Bask’s Crisp Rosé, Pinot Grigio and Rosé Spritz set against the backdrop of a live DJ set under a canopy of greenery. Lima tells strategy that these bestsellers are an easy entry point for consumers who are new to the brand’s wines, hard teas and spritzes, adding that people are itching for more RTD options and that Bask is ready to meet them with a range of options.
While the event appears women-centric, Lima says it’s seen a shift towards low sugar and better-for-you options from both men and women, particularly among younger audiences.
To assist in the beach yoga/tasting event, Bask partnered with Unbounded, a lifestyle brand that offers primal therapy education, classes, workshops and retreats, and which Lima says shares its core values.
Bask is leveraging social channels and traditional PR to get the word out online and in the media, as well efforts at the grass roots level, with street teams passing out samples in the days leading up to the event.
“More than 1,500 cans were enjoyed by Torontonians before our Sugar Beach activation, and engagement across our social channels was fantastic,” Lima says.
With its strong presence in the RTD space, summer is a key season for Bask, Lima says. “We’re proud to share this is our most successful summer to date, with a record-breaking sales increase of 22% versus last year.”
“So far, public response has been great, and there’s a lot of interest.”
Media Profile and Embr provided event support.