In the context of the limitations generated by the pandemic, with the completely enclosed spaces inside, terraces conditioned by a shorter program and rules of social distancing, people had fewer moments to enjoy a cocktail with friends. The lack of socializing moments prompted people to find new ways to spend their free time around the house.
How can we show consumers that it's easy to make your favorite cocktail at home and therefore encourage consumption for the brands in the PPD portfolio, considering the sizeable market decrease?
If people can’t go to the bar, we found a creative way to bring the bar to people. We proposed a concept with a creative route which is directly connected with the target audience’s particularities - accomplished, ambitious people, in search of recognition for their successes. Thus, we started from the idea that, as in everyday life, the consumer can be a SELF MADE MAN and when it comes to preparing social opportunities, he can take the initiative and thus be a SELF MADE BARTENDER.