Rotkäppchen – Secconade Festival Tour 2025

Secconade Festival Tour 2025



For the launch of Rotkäppchen's innovative new product Secconade, the task was clear: maximum awareness and reach among the young, festival-loving target group. Under the slogan "Life mixes the best moments," we designed a festival tour that not only raised awareness of the new lifestyle drink, but also made it an emotional experience. Through comprehensive activation at major events such as Airbeat One, Ikarus Festival, CSD Berlin, and San Hejmo, we generated over 1.2 million visual contacts and ensured that the total of 311,850 festival visitors reached in the summer of 2025 simply could not ignore the Secconade brand.

Immersive brand experience

• Playful interaction: With a walk-in Secconade bottle as a hurricane box, a photo booth, and a DJ booth with dance floor, we provided visitors with playful touchpoints and created interactive content highlights.
• Refreshment: In addition to classic serves, ice-cold Secconade slushies were offered, which massively increased the frequency at the module, especially on hot festival days.

Community & vibes

• Stand parties: In cooperation with BiPolar, we transformed our modules into an open-air party. The fact that even the DJs from neighboring stages spontaneously took over the decks underlined the appeal and credibility of the booth.
• Merchandise: With a collection of "fast" sports sunglasses, fanny packs, and the popular Secco hangover kits, the brand's branding was carried throughout the festival grounds – and beyond. 

Strategic Core

• Data-driven planning: Each engagement was analyzed using defined KPIs such as CPC, brand fit, and contact numbers to ensure the optimal combination of regional coverage and target group relevance.
• Scalable logistics: The use of modular trailer systems enabled highly efficient setup and flexible deployment at a wide variety of locations with maximum budget security.
• Omnichannel approach: In addition to on-event activation, the entire tour was consistently designed for social media touchpoints, extending the live effect digitally millions of times over via user-generated content.