St Germain
From Sweetness Blooms Sweetness
1. Spreading Sweetness!
St Germain will spread sweetness by adding a postcard with each St. Germain bottle for sending sweet letters. Each postcard comes with a stamp that acts as a QR code for the St Germain Hugo Spritz. The postcard has an elderflower design.
There could also be a pop-up shop that has free sweet letter-writing and is selling St Germain bottles!
Each bottle should also have a peel-able area on the label that reveals unique sweet message as well as instructions for Hugo Spritz (like Nestle cookie instructions on packaging).
2. Finding Sweetness In the Cracks
St. Germain will fill NYC cracks with beautiful tile mosaic tiles encouraging people to scavenge around the city for sweetness and surprise people with sweetness in their local city cracks. Partnership with French Artist, Ememem. Ememem is an artist from Lyon, France. Ememem beautifies cracked city streets by filling holes in the pavement with colorful mosaics in Paris. This would be a way to create sweetness in the city and tie NYC to Paris. One tile has a QR code to a St.Germain graphic that tells you how to make the St.Germain Hugo Spritz. “There’s a crack in everything, that’s how the light gets in”
3. Let’s add sweetness to the bitter areas of the city. Elderflower murals and street art. Just to make someone’s day! They can just be small flowers speckled about an ugly old building and some murals can be bigger and more bright. Messages with murals remind you of the sweetness in life. Try something sweeter at the bottom with a QR code to St. Germain Hugo Spritz. “Life is bitter, choose to find the sweetness!”
The Problem
How to launch the St Germain Hugo Spritz to be THE drink of Spring in NYC. Saying goodbye to bitterness in life (Aperol spritz) and welcoming the sweet. Bridge the Paris and NYC communities as St Germain is a French Liquor.
