Case study · Beer and drinks
Budweiser at London Pride 65,000 Cups | 70 Staff | Six Locations
The story in brief
Budweiser showed its support for the LGBTQ+ community at London Pride with 65,000 branded reusable cups, each one a keepsake for drink refills. More than 70 of our staff handed them out across six key locations in central London, with logistics, recycling and waste run by the same team.
- Client
- Budweiser
- Sector
- Beer and drinks
- Format
- Event giveaway and sustainability activation
- City
- London
- Venue
- London Pride, central London
- Staff type
- Brand ambassadors, Team leaders, Event managers
01
The brief
Budweiser wanted to show its support for the LGBTQ+ community at London Pride, and to leave a memorable and meaningful impact on the people celebrating on the day.
The plan was 65,000 branded reusable cups, with designs representing different LGBTQ+ identities, given to attendees as keepsakes they could use again for drink refills. It brought celebration and sustainability together in one giveaway.
02
Cups with a message
The cups were the campaign. Their designs symbolised the diversity of LGBTQ+ identities, in line with Budweiser's commitment to inclusivity and support for the community, so every cup handed over carried that message into the crowd.
Because each cup was reusable, attendees were encouraged to keep it and use it for refills, with the aim of keeping the environmental impact of the giveaway as low as possible.
03
Team and leadership
We supplied more than 70 staff, led by an event manager with team leaders and brand ambassadors, spread across six key locations in central London.
The team ran both sides of the operation: handing out cups to attendees and managing the recycling process at each location. Our head office kept an on-site presence for immediate oversight during live hours, with 24/7 management outside them.
04
Logistics in central London
We managed every part of the event: logistics, staffing, recycling and waste disposal. Before the day we stored the stock and planned timely on-site deliveries to each of the six locations.
Vehicle access in the centre of the city was restricted, so deliveries were timed to work around it and stock reached every location ready for the team.
05
Recycling on site
We provided branded recycling bins and managed waste disposal at each location, so the sustainability message on the cups was matched by the way the event itself was run.
06
How it ran
- Distribution: 65,000 cups handed out at six locations, with attendees encouraged to keep them for refills.
- Representation: cup designs reflecting different LGBTQ+ identities.
- Sustainability: branded recycling bins and waste disposal managed by our team.
Logistics, staffing, recycling and waste were run as one operation, so all six locations worked to the same plan.
07
Reporting
We captured professional video footage of the promotion and compiled a bespoke post-event report for Budweiser, detailing the campaign's reach and impact across the six locations.
Where it ran
London
London Pride, central London, Greater London
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