It’s been three weeks since we had 130+ media and content creators through the doors of our Sips & Sarnies Pernod Ricard event – the social posts have gone live with a 5M reach and conversations with media attendees are ongoing and proving fruitful for KPIs. So, what makes a great event and what are we ditching, or at least planning to do less of, as we head into 2026?

What do we want to work on? 

Brand objectives are the starting point and of course the whole point, but at instinct we are proud to say we also consider ‘what do we want to work on?’. We like to use our creative energy to come up with projects that will excite the team, and on this project the team was a big one! From the graphic designers creating the oh so key branding, the client securing sign off, the production team recruiting the long list of suppliers or the bar team making sure there is enough to go around – a lot of hours go into making an event happen so it’s well worth creating something everyone will enjoy and get behind. The guests had a great time and so did we - success! 

Don’t be afraid to alienate 

Have a clear target in mind behind your creative concept, one route may alienate some but excite a whole other sphere of media and influencers – horses for courses as they say. Mass appeal, of course, has appeal to brands but if you try to please everyone, you’ll dilute the pull. So, be clear, be bold and don’t feel you need to opt for a dinner party. 

Collabs, not just for consumers 

Brand collabs are a PR tactic that is here to stay, they are a tried and tested way to untap new audiences and excite existing fans. Usually, collabs are created by brands to target consumers, however it’s worth remembering that teaming up with another brand can be just as fruitful for one-night only, reserved exclusively for your VIP targets. Bringing Dom’s Subs onboard undoubtedly enhanced our guestlist and results, and from the get-go on the invite promised our target attendees a fun and relaxed vibe, not just a chance for us to showcase our brands, plus a new and Instagram-able way to enjoy the Pernod Ricard cocktails – these cocktails are expertly made and delicious, but people came to find out 'what should you eat with a Dirty Martini?'. 

Buzz over branding 

Branding boards and creative backdrops do a job, but brand positioning is much stronger when the content moment is the event concept. Sips & Sarnies was all about the sandwiches, which had been paired with key Pernod Ricard brands, which naturally came across as guests captured the process - from the menu board to the branded greaseproof paper. Invest your budget wisely, and think about how your content moments will come across on social.

Part of a bigger picture 
An event is most valuable when it is part of a full circle campaign, with marketing, social and ad all delivering the same message. Take Waitrose and how they utilised their festive event to bring their Christmas ad (our winner of 2025 - or maybe all time?) to life, filled with joyful content moments guests were eager to share because they wanted to be a part of the conversation. It’s almost like the idea for the ad started with pondering what cheese they’ll serve at their PR event - enter the Sussex Charmer. 

Embrace the chaos 

You can plan to the nth degree but something is going to crop up – be prepared but also be prepared to roll with it. Sandwiches ran out, and there were a few left disappointed when the secret bar couldn’t accommodate everyone, but that drove hype and arguably contributed to the success. 

For now, let me say - without hope or agenda - just because it’s Christmas - and at Christmas you tell the truth – your event doesn’t need to be a dinner!