UK-based brand Riot E-Liquids reached out to me via Instagram, to enlist me as a presenter for a festival tour they had lined up in the summer of 2022. As a brand that promotes smoking rehabillitation with vaping as a transition step, as well as an environmentally-conscious future for the tobacco industry as a whole, I was tasked with educating festival-goers on the "Riot" way towards a smoke-free future, as well as promoting the brand's commitment to sustainability. While the key focus of this contract would be engaging with consumers in real time, for the purposes of brand awareness, education, and market research, I was also informed that a small production team would be accompanying me to capture some video content, that would ultimately be used for both internal marketing, as well as to share accross all Riot's social channels.
The Riot Rehab bus, featured at the Henley Regata 2022
It was important for the brand that my interactions with the general public felt organic and light-hearted, in order to juxtapose the heavier subject matter of its core focus and mission statement. As such, there was no scripted element to the presenting, however key terminology, processes, and brand partnerships were brought to my attention prior to the commencement of the festival tour. What's more, having identified their target demographic as being predominantly adults between the ages of 21 and 40, and given the fact that these pop-ups were primarily based around various festival sites throughout the UK, it was equally important for the brand to ensure that the presenter had a "fun and youthful vibe", whilst still being able to confidentally articulate the complexities of the key brand messaging.
From their energy efficient manufacturing process, to their philanthropic endeavours with partner charity The Riot Foundation, Riot E-Liquids position themselves as a brand that are truly revolutionizing the vaping market, and "changing the status quo of smoking cessation", so I felt it was befitting that my approach and presenting-style for this contract matched the daringly bold and disruptive nature of the brand itself. Click the Video below to see a snippet from our pop-up at Cambridge Club Festival.
See the Video on Instagram
