Luxury brand activation for French Bloom launch at Selfridges

French Bloom is a sparkling alcohol-free drink with an elegant flavour profile. Amidst the growing trend of mindful drinking, this start-up brand was perfectly poised to launch in the UK market just in time for Dry January. French Bloom needed a creative partner that could design and deliver a successful brand activation for their month-long Selfridges Wine Shop takeover and window display.

Under the attentive care of our luxury account directors, LEAP supported the brand launch from ideation and concept development through to managed production and installation, deftly balancing creative feedback from all stakeholders within the partnership. Our creative route was born from the idea of togetherness and aligned perfectly with French Bloom’s brand ethos, as well as complementing Selfridges Super Self launch campaign. Within the first week of their exclusive launch at Selfridges, French Bloom was the best-selling product in the Wine Shop. The physical activations had an extended life online, enticing fans through a shoppable Instagram post.

“As a new brand, we take our marketing efforts seriously and have always maintained high standards to connect with our consumers. We are delighted by the results of the Selfridges launch, and it is refreshing to work with a collaborative agency like LEAP that understood very quickly our market area and brand universe. Together, we launched a product that captured all of the UK’s attention and helped position French Bloom as market leader of the premium alcohol-free sparkling category.”

—Brand Owner Maggie Frerejean-Tattinger.