LAUNCHING FOUNTAIN HARD SELTZER: DRIVING PRODUCT IN HAND WITH UK MUSIC FESTIVAL ACTIVATION SERIES

Mongoose worked with Fountain to secure a new brand partnership that would hit the core consumer and ultimately create ‘can-in-hand’ tasting opportunities for a new drinks market in the UK.  

THE CHALLENGE

As a new player in the market and without the brand affinity of other competitors, Fountain wanted to make a splash in its first UK summer since launch. 

THE SOLUTION

Mongoose brokered a deal with Live Nation for Fountain to be the official Seltzer brand of five UK festivals, targeting mass reach of the brand’s core audience demographic. 

As part of this deal, we created five activation bars onsite over two festival weekends to bring the Fountain brand to life and get Blueberry, Tangerine, Passionfruit, Mango and Cherry into the hands of consumers who may never have tried alcoholic sparkling water. A vegan, gluten free, low-calorie drink in recycled cans. 

We created a standout activation site that not only functioned as a bar but also aided brand education through the creation of an interactive space encouraging dwell time.

THE RESULTS

• Mongoose brokered a multi-year deal with Live Nation to place Fountain at the heart of UK summer. 

• The activation sold 79,800 cans of seltzer. 

• We built five activation bars across London, Manchester, Glasgow, Reading and Leeds engaging customers across major cities throughout the UK. 

• Fountain received over 2,000 competition entries securing data capture across the five festivals.