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Summer drinks advertising is saturated with sponsorships, festival branding, and passive media placements. Brands show up around music culture, but audiences rarely experience anything genuinely new.

Thatchers Haze wanted to change that.

We transformed the iconic Thatchers hot air balloon into a fully functioning airborne DJ booth, uniting experiential activation, national radio, social content, and audience participation into one simultaneous live experience.

What had previously existed at festivals on the ground now stood out in the sky.
The activation delivered over 50m adult impacts (2.7m more than we forecast), reaching 2.8m adults.

Those who heard the campaign increased their association of Thatchers Haze as the perfect cider brand for summer and festivals from 61% to 73%, achieving our initial brief of owning summer moments.

The live experience translated powerfully across social platforms, delivering over 379,000 video views, exceeding targets by 51% and outperforming engagement benchmarks.
The entire campaign increased likelihood to buy Thatchers Haze from 68% to 96% for campaign recallers (a +41% uplift).

Ultimately, Thatchers Haze reimagined how to advertise those perfect summer moments with a cider, by fusing live experiential design, national radio broadcast, and real-time social participation into a completely new and elevated audience experience.