The Elderflower Effect : Seeds of Sweetness
Client: St. Germain
Problem: How to launch the St Germain Hugo Spritz to be the drink of Spring in New York City, saying goodbye to bitterness (Aperol spritz) and welcoming the sweet things in life… while staying true to St Germain’s french roots and bridging Paris and New York City communities.
Solution: St. Germain’s mission this spring is to spread seeds of sweetness beginning with the Hugo Spritz, creating a chain reaction of sweet everywhere that’s made to last: extending beyond the bottle and season.
QR code stamp leads to St Germain website Hugo Spritz recipe page.
See Details Here
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Like the butterfly effect, the Elderflower Effect tells us that sweet blooms from sweet.
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St Germain’s mission this spring is to spread seeds of sweetness that are meant to last all year… beginning with the St Germain Hugo Spritz.
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St Germain will spread sweetness this spring by adding a postcard with each St. Germain bottle purchase, prompting consumers to send someone a sweet letter, or even inviting them to share a sweet Hugo Spritz. Nothing says sweetness like receiving a hand-written note through the mail.
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Postcards are meant to be saved and cherished, St Germain makes sure the Hugo Spritz recipe sticks around with the card. Each postcard is pre-stamped with a beautiful, pixelated elderflower design, ready to be sent, that doubles as a QR code for the St Germain Hugo Spritz recipe.
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St Germain is all for the sweet Hugo Spritz, but they also promote sweetness that lasts. Each postcard has a tear off section with elder seed embedded paper, meant to be planted and enjoyed all year long inside, or outside as a perennial plant, returning each spring. Both NYC and Paris climates are perfect conditions for Elder plants to thrive.
And each bottle comes with a little baggy tied around it also containing elderflower seeds to be planted.
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Finally St Germain is on a mission to plant trees. St Germain will donate Elder shrubs to both NYC and Paris streets areas that could use a little more sweetness, to be enjoyed by everyone.
And a portion of St Germain purchases go to global tree planting foundations.
Packaging Mock up with attached postcard and extra elderflower seed packet.
Digital Garden: Let’s Grow Together
Virtual garden, flower-growing, kindness app sending you a sweet message every day. Users have a virtual, elder shrub to nurture. As users spread kindness to friends and themselves, their plant grows. Users can add friends on the app, visit their gardens, and send them sweet messages that pop up as notifications throughout the day.
Finding Sweetness in the Cracks
To further tie New York City and Paris, St Germain will sponsor French street artist Ememem, who beautifies cracked city streets in Paris by filling holes in the pavement with colorful mosaics. Along with planting elderflower trees, St Germain will further extend sweetness to all seasons by adding a pop of color to usually bitter areas like sidewalk cracks. St Germain will sign each mosaic sponsored by them with a sweet message.
