Women-only pop-up pub opened for duration of World Cup
By Rich Leigh on Thursday, June 19, 2014
In a break from all the lazy ‘World Cup widow’ rubbish (marketing examples on The Telegraph here), beauty brand Benefit Cosmetics has opened a pop-up pub for women.
The pub, named Gabbi’s Head is ‘a haven of football and beauty for women to enjoy the summer’s greatest sporting event’. TV presenter Kirsty Gallacher hosted a VIP party to open the man-free pub.
According to the press release, visitors to the pub on Drury Lane in London’s Covent Garden can enjoy ‘match screenings, workshops (brand-related, presumably), wine tastings, stand-up comedy and themed nights’. There’ll also be chances to win Benefit products, have complimentary beauty treatments (though donations to domestic abuse charity Refuge are welcomed) and, of course, have a drink.
Although the pub is garishly and oh-so-stereotypically pink as you can see and although I’m not a fan of gender wars, I like the campaign idea itself and it has been nicely executed. Here’s a quick ‘making of’ video showing the team converting The Prince’s Head into this feminine fort:
The pub will be open until the 13th July 2014. More information can be found on Benefit’s Facebook page.
Involved agency: DeVries Slam