For this world-renowned festival celebrating inclusion and diversity, WCN_ took the brand to the next level by creating its full presence.
The Yak Ales portfolio is a wide range of brews, each with their own distinct personalities and styles, so the fit for the brand was a match made in heaven.
WCN_’s Mardi Gras activation covered everything from the Fair Day which happens two weeks prior; through to site specific advertising pre and post the event as well as limited edition tap badge takeovers. The culmination was the parade float that featured a giant sparkling rainbow yak supported by a troop of 80 yak-horned dancers brought together from customers and employees.
In driving the awareness of the brand and its different personalities WCN_ embedded the message of unity with the inclusion of the tagline ‘we are family’ (which even informed the music on the night!) across all the touchpoints.
The Yak Ales Sydney Mardi Gras 2019 presence was featured nationally and globally through multiple media channels, and helped the brand to become front of mind with the 300,000+ attendees of the parade (that even included Kylie Minogue!)