When a Food Brand Becomes an Experience Creator
For the launch of its new Coffee Shop range, Alsa made the strategic choice to go beyond traditional product communication. The brand aimed to deliver an immersive and experiential brand activation designed to capture the attention of urban consumers and generate strong awareness.
The challenge: leveraging a pop-up store in Paris as a powerful tool for differentiation and brand visibility, while combining influence, press, and field marketing to give unprecedented resonance to the launch.
A Multi-Channel Activation Combining Influence and Field Marketing
In collaboration with ADMS, Alsa deployed an ambitious strategy blending influencer marketing, in-store activation, and street marketing.
The dual objective was to attract visitors to the pop-up store through high-impact communication levers and to amplify digital visibility via influencer and press activations.
This disruptive approach created a real buzz marketing effect, driving awareness of the new Coffee Shop range (Lemon Cake, Brownies, Cinnamon Rolls, Cheesecake, Muffins), while delivering a memorable sensory and interactive brand experience.
A Pop-Up That Delivered Measurable Impact
The Alsa Coffee Shop pop-up welcomed more than 2,000 visitors in one weekend, proving the effectiveness of the campaign. On the digital side, the activation generated over 6 million impressions, driven by 38 content creators and 139 pieces of content shared across social platforms.
Beyond the figures, this campaign demonstrated the power of combining experiential marketing with influencer strategy to reinforce brand-consumer proximity, build awareness of the Coffee Shop range, and position Alsa as a brand capable of innovation and cultural relevance in its activations.
