Event and festival bar experts Peppermint has officially re-launched its brand experience arm, Equals, following a period of rebranding and new leadership hires.
Equals has undergone a complete overhaul to cater for the growing appetite from clients wanting to create stand out experiences at events and festivals but is now expanding into the wider experience economy and delivering end-to-end campaigns for its clients.
Equals’ founders Alex Brooke and Adam Hempenstall hired former Iris Senior Events Producer Sam Booth, to take the lead as Client Services Director for the Agency. Since the hire, Booth has transformed the team and delivered activations for clients including Disney, 19 Crimes, Veuve Cliquot and Jägermeister.
Sustainability is at the forefront of Equals’ vision, helping clients to create experiences that help minimise carbon footprint. This is achieved through use of sustainable materials, waste management and recycling, eco-friendly transport and recycled assets.
Equals has also seen a developing area of growth within the ‘low and no’ alcohol beverage sector, as the trend continues to see consumers adopting alcohol-free alternatives from a range of well-known brands as well as innovative start-ups. Equals helps to ‘hold the hands’ of brands emerging into this space, backed up with Peppermint’s years of expertise, extensive list of contacts and operational capability within the drinks industry.
Sam Booth said: “We’re tapping into an area that has seen massive growth over the last few years and it’s showing no signs of slowing down. The UK ‘experience economy’ is still breaking records and we’re constantly seeing further uptake amongst millennials. We have brought together a brilliant activation team, refreshed our branding and positioning, and developed new sustainable event solutions for our clients, which is a massively important aspect in what we do.”
Peppermint’s co-founder Adam Hempenstall said: “Peppermint has amassed over 16 years of knowledge and experience in the events and festival market. With sustainability at its core, Equals ‘2.0’ is able to build on this acquired knowledge and work in partnership with brands to create stand out experiences not just at events but experiences in general, whichever form they take.”