Diageo plants giant flower box at Waterloo for Ketel One Botanicals range
London domination concludes wider botanical-themed digital and dynamic out of home campaign.
London, 20 May 2019: Diageo will this week bring Londoners “one step closer to nature” with the installation of a special billboard-sized planter box at Waterloo that will feature living plants, to promote new flavours in its Dutch premium vodka range Ketel One Botanical.
Ketel One Botanical is “a first-of-its-kind vodka” combining the use of botanicals in distillation followed by the infusion of natural fruits and botanical essences, resulting in fresh tasting flavours such as Peach & Orange Blossom, Cucumber & Mint and Grapefruit & Rose.
Tapping into London’s obsession with the Chelsea Flower Show during this period, the installation has been designed to emphasise the brand’s all-natural floral ingredients and comes complete with hundreds of real plants and flowers and three large Ketel One Botanical bottles “growing” amongst the flora.
The planter will be watered daily to create further theatre as the billboard brings life and natural vibrancy to the area. Alongside the special build there will be a decorative vinyl wall-wrap positioned around the nearby tunneled walkway to create added impact, and a bespoke branded bench so passers-by can stop and enjoy the installation. At the end of the campaign the plants will be donated to local community charity Thrive.
Devised and installed by MKTG and location marketing specialist Posterscope, with Carat, the two-week domination at Primesight’s Waterloo site concludes an eight-week flighted campaign with an upweight around the Chelsea Flower show, for the Ketel One Botanical range. The static and digital out of home campaign uses multiple formats across London and Manchester and includes a dynamic element which calls out local bars that stock the Ketel One Botanical range.
Luke Wretham, Senior Client Manager at MKTG, stated:: “The Waterloo Domination site is the perfect canvas to create a living ‘blooming’ billboard for Ketel One Botanical and is a brilliant example of how a unique outdoor special build can create standout impact, talk-ability and social noise to further the reach of the out-of-home campaign”.
The installation appears from Monday 20th May until Monday 3rd June.