Conversation, Brand Awareness and Engagement Off/on Premises
Platform Concept & Strategy Playbook
Tres Generaciones sought a cohesive and scalable Experiential Strategy Playbook that would amplify its brand values of resilience, heritage, and community while seamlessly integrating into both on-premise and off-premise activations. The challenge was to translate the brand's spirit of perseverance into a real-world experience that could drive consumer engagement, conversion, and brand loyalty. Additionally, it was critical to develop a roadmap that aligned with high-impact cultural moments and key markets across the nation to maximize visibility and effectiveness.
To bring this vision to life, Gradient developed the Get Up Tres Lounge, a flexible and engaging experiential framework built for national scalability. The strategy playbook included experiential platform and activation recommendations to optimize brand presence at music festivals, album release events, and cultural gatherings. Signature Tres Gen cocktails were crafted to elevate brand affinity and drive trial. A crowdsourced live DJ experience leveraged a community-driven playlist, aligning with Tres Gen’s musical roots. A nationwide spirits consulting framework ensured regulatory compliance, operational efficiency, and consumer impact. Scalable pop-up Tres Legacy Bars offered immersive brand storytelling through tactile and sensory elements. Community engagement strategy was executed through interactive elements like custom murals and newspaper-style storytelling. Seamless consumer flow ensured high-touch hospitality and data capture for ongoing engagement.
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