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CES produces “transformational” lager launch event

Contemporary Event Structures (CES) brought a breath of fresh air to the launch of a new lager at the NEC.

The events company was chosen by Burton-on-Trent brewery Molson Coors UK to stage the unveiling of its new light 4% lager, Pravha, in conjunction with Czech brewery Staropramen.

Molson Coors UK, responsible for well-known brands including Carling, Coors Light and Cobra, has traditionally handled its internal launch events in-house. But having seen some of the work that CES had done elsewhere, they brought the team on board to deliver something different for its biggest launch since Coors Light.

CES, whose clients include Bentley Lamborghini and the BBC, set to work with a tight lead-time of just one month.

They created two 7ft models of the new Pravha glass and projected digital content onto them to bring them to life. They also projection-mapped the inside of the 24m dome structure so they could play Molson Coors’ mood film and content on the inside surfaces like a huge cinema screen.

In addition, the team set up five separate break-out areas, including a zone highlighting a key target account to sales reps, which was dressed as a trendy inner city bar.

Richard Cooke, Molson Coors UK’s senior customer marketing manager, was impressed with the results, commenting: “When launching the latest brand to our portfolio, Pravha, we took the decision that quite simply we wanted to do something different. Partnering with Contemporary Events Structures turned out to be the best decision we could have made as what they delivered was truly transformational.

“The reaction from right across our business, especially our sales teams, was universally positive, with everyone leaving saying it was the most engaging and exciting session of its type that they’d been to. We have set a new benchmark in terms of how we approach these events and we will certainly be looking to work with Contemporary Events Structures for similar style events in the future.”

Gavin Miller, Contemporary Events Structures director, commented: “We’re extremely proud to add Molson Coors UK to our prestigious client list. I take the fact that they came to us to deliver their event after always working in-house as a real vote of confidence, and I’m delighted that we were able to reward that by bringing our innovative solutions to the Pravha launch and producing something unique and memorable that will leave a lasting impression.”

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