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A highly polarising drink, Pernod causes a reaction when you smell it, taste it, even order it.

So divert what was a traditional marketing plan, into an 'experimental-al' campaign: 'Social Chemistry'. Encouraging the 18-30 audience to try a new range of formulas at events across London and Manchester.
Including on-trade comms with each event bar cordoned off with branded hazard tape. staff wearing lab coats, and a world of in-bar hazard notices.