The Elderflower Effect
St Germain: From Sweetness Blooms Sweetness
How to launch the St Germain Hugo Spritz to be THE drink of Spring in NYC. Saying goodbye to bitterness in life (Aperol spritz) and welcoming the sweet. Bridge the Paris and NYC communities as St Germain is a French Liquor.
The Problem
1. The Elderflower Effect: Spreading Sweetness!
Like the “butterfly effect”, the Elderflower Effect tells us that sweetness blooms from sweetness! St. Germain has a new mission to bloom sweetness from sweetness.
2. Snail Mail Sweetness
St Germain will spread sweetness this summer by adding a postcard with each St. Germain bottle purchase for consumers to spread sweetness. Consumers are prompted to write something sweet to someone they think deserves something sweet.
3. QR-Code Stamp: Hugo Spritz Instructions
St. Germain is promoting sharing the Sweet Hugo Spritz drink with friends, along with sweet sentiments through the postcard. Each postcard comes with a stamp that acts as a QR code for the St Germain Hugo Spritz.
4. Plantable Card: Embedded Elderflower Seed
While these cards already spread so much sweetness, they double as an elderflower seed pack to be planted. Consumers can plant the biodegradable postcard and grow their own flower to bloom sweetness every day.
The graphic side of the postcard peals off and is planted, leaving the note from a friend and Hugo Spritz QR for safe keeping, revealing instructions for plant care underneath the pealed side.
5. Pop-Ups!
Along with the postcards, St. Germain has city Postcard Writing pop-ups with free Elderflower Effect letter-writing (stamps and sent out by St.Germain), Hugo Spritz Instruction cards, Hugo Spritz tasting, and St Germain bottles for sale.
6. The Elderflower Effect App: Lets grow together
Some kind of virtual garden, flower-growing, kindness app. You have a virtual plant you grow, starting with an elderflower, you can friend your friends on the app, visit their gardens, and give them love by sending sweet messages. This helps your garden and their garden grow. You can also send yourself encouraging messages and self love, and the app sends you positive notifications and sweet messages too.
7. The Elderflower Effect Website: Let’s grow together
St.Germain has a website with a virtual growing elderflower tree, the more postcards people send, the bigger the sweet elderflower tree grows. Viewers can look and see the positivity tree spreading and growing!
St. Germain also grows a tree for every postcard sent, and a percentage of bottle bought go to re-growing trees and rebuilding ecosystems around the world. Viewers can scroll to see a map of where St. Germain has been re-growing forests with St. Germain consumers help.
IDEA B: Finding Sweetness In the Cracks
St. Germain will fill NYC cracks with beautiful tile mosaic tiles encouraging people to scavenge around the city for sweetness and surprise people with sweetness in their local city cracks.
Partnership with French Artist, Ememem, who beautifies cracked city streets in Paris by filling holes in the pavement with colorful mosaics. This would be a way to create sweetness in the city and tie NYC to Paris & France, as St.Germain is. French brand.
One tile in each design has a QR code to a St.Germain graphic that tells you how to make the St.Germain Hugo Spritz. “There’s a crack in everything, that’s how the light gets in”
IDEA C: Let’s add sweetness to the bitter areas of the city. Elderflower murals and street art. Just to make someone’s day! They can just be small flowers speckled about an ugly old building and some murals can be bigger and more bright. Messages with murals remind you of the sweetness in life. Try something sweeter at the bottom with a QR code to St. Germain Hugo Spritz. “Life is bitter, choose to find the sweetness!”
