A cultural sponsorship and brand activation that brought Mielle into the heart of Notting Hill Carnival through branded floats, VIP hospitality and product sampling.

Mielle Organics / Procter & Gamble

Notting Hill Carnival was identified as an important cultural moment for Mielle to participate in, giving the brand an opportunity to show up authentically within a community that is highly relevant to its core audience. The objective was to make Mielle's presence highly visible while creating an experience that guests could actively participate in.

I led the sponsorship from start to finish, developing how Mielle would show up visually and how guests would interact with the brand. I managed the branded assets, logistics, promotional team, catering and overall execution. I also personally dressed the truck with a member of the team and managed the client relationship throughout the project.

Mielle sponsored Bacchanalia, now known as Monarch, and branded two of their floats for the Carnival parade. VIP guests were invited to experience Carnival from some of the best seats on the road with Mielle, while product sampling helped bring the brand directly to the wider audience. The visual execution was designed to make Mielle impossible to miss. Pink smoke from the top deck created a strong visual moment on the road and gave guests an opportunity to capture and share the experience.

The experience was very well received by Mielle's senior management team, with the Vice President particularly pleased with how the brand showed up at such a culturally relevant event. The combination of the branded floats, VIP experience and pink smoke created a highly visible Mielle presence across the Carnival route and gave the brand a strong cultural moment to own.