Problem
Lavanda Cafe, a Winnipeg vegan cafe, had recently introduced alcohol to their menu and extended their hours to establish the business as an attractive option for late night sips for their loyal clientele, as well as opening up the door for a new audience. While this was a clever way to expand the business, Lavanda Cafe did not see the desired traffic during their extended hours.

Idea
Many other Winnipeg establishments such as Kings Head Pub feature their own signature branded beer and beverages, which allows the possibility to sell the products in store as well as second hand, as well as collaborate with local breweries and distilleries. What is especially exciting about this opportunity is the potential to create earned media from a launch event, which could help more people consider Lavanda Cafe as an after hours location.

Outcome
A multi-faceted, fully realized internal document that not only shows the strategic thinking behind the activation, but also demonstrates the logistical side of planning and undertaking the project.