Sleeman brought their Sleeman Speakeasy to the city of Montreal this past weekend to engage with consumers. By leveraging the brand’s infamous history, and adding a modern twist of grit, Sleeman developed a national platform to connect with their target consumers (males legal drinking age -35), reinforce the brand image and drive engagement.
Behind the Sleeman Speakeasy was VIBRANT who was responsible for creating and activating the Sleeman Speakeasy event and national contest fulfillment, ensured all details reflected a modern speakeasy. VIBRANT planned the event to play off the brand’s history with a twist of modern grit; from the winners’ package, to a sultry Madame host, and an underground venue accessed only by a secret knock. National winners were kept on their toes from the moment they were selected to the final moments of being lead through the candle lit tunnels in Montreal’s underground. At the party, winners were immersed into a place where “Only the Notorious get in” – playing off the brand’s slogan (Notoriously Good Since 1834). Between the bootlegged beer, gambling stations, burlesque performances, a gangster barber station, and performances by The Damn Truth and July Talk, the night shook up Old Montreal.
Greg Baumken – Director, Client Services & Strategy at VIBRANT added, “The goal was to create an event with a gritty yet modern feel that also gave nod to Sleeman’s notorious past. From staff dressed as 1920’s flappers, to chauffeuring guests in vintage Rolls Royces and dropping them off in the back alley of a very clandestine location and entering through an iconic Speakeasy door, guests were immediately transported back to the era of prohibition.”