A different experiential trial will help Pure Blonde deliver on its uniqueness, and at the same time deliver on a cause that is close to everyone’s heart…the environment. In keeping with brand’s core essence “purity of life”, urban regeneration was the platform selected to amplify the brand. A simple concept of transforming ugly urban spaces into beautiful temporary “pop-up” bars called The Pond, was hatched. A collaborative team of experiential and fashion designers, event producers, publicists brought this to life. Publicity materials were customized using materials available in surrounding environment - ambient media in the form of ‘beautified’ rubbish skips in and around city bars and laneways with flyers attached promote the concept. This was supported by a website, www.findthepond.com which kept consumers abreast, and involved in the project, and its events.

The Pond made it to the Age Best Bars of summer list, public relations and word of mouth, worth $400,000 in first 3 weeks. Over 7500 people visited with 40% becoming regular drinkers. Sales proceeds funded not just Melbourne but also extensions into Sydney and Brisbane.Pure Blonde became #5 selling beer.