For this 3-day event, we sought to generate strong visibility and presence throughout the Carnival period through the following activations:

• Launch of the Yard Shop Carnival range

• A consistent stream of Carnival-related content across all digital platforms

• Partnering with Toddla T to support his Steezey Wonderland Sound System

• Use the Straight From Yard campaign as the driving force behind the ‘We Are Carnival’ mechanic.

• Work with brand advocates, influencers and tastemakers to tell Wray’s Carnival story

• Ensure the brand’s music pillar is a prevalent part of the overall Carnival activation

• Reach a broader, more mainstream audience outside of Wray’s core homeland demographic

• Ensure the brand remains authentic in its approach.

After launching, Wray’s Yard Shop's next big announcement would come from its Carnival Range. The Carnival range was released to represent the bold and vibrant spirit of Wray & Nephew and Notting Hill Carnival.

 The range allowed Wray’s Yard Shop to continue to grow as a separate entity from the rum brand, tapping into a global celebration that appeals to a wide demographic.