To stand out at Chicago’s annual Pride in the Park musical festival, we created a unique social moment for consumers to proudly strut their stuff.

Hampton Water Rosé aims to bring people together to make a splash wherever they go. For their festival footprint, we knew they needed to stand out even more amongst this high-energy crowd.

We tapped into the spirit of pride and created “The Rosé Runway”, a charity-driven, Instagrammable moment. Guests strutted down the runway for the perfect photo op and each walk resulted in a $10 brand donation to the It Gets Better Project. Consumers were offered samples of Hampton Water and colorful branded swag with the option to purchase product and commemorative glassware.

2,000 SAMPLES SERVED

Across two days