The Opportunity
Epiphany Blue was engaged by Burrell Communications Group to design and produce an immersive three-day brand activation for TIDE at the Essence Festival, a premier celebration of Black culture and community. TIDE’s goal was to engage festivalgoers with their Loads of Hope initiative through a dynamic, culturally resonant booth experience that educated, entertained, and amplified brand awareness in a crowded, competitive environment.
Our Approach
We developed and executed a vibrant fashion-themed activation that highlighted TIDE while aligning with festival culture. Epiphany Blue handled full-service planning, celebrity coordination, logistics, and live production. Key features included fashion shows with audience participation, panel sessions, DJ sets, TIDE product demos, and a branded street team to drive engagement. We also managed high-profile celebrity appearances, including Idris Elba, NeNe Leakes, Tom Joyner, and DJ Beverly Bond, ensuring flawless execution under tight timelines and complex logistics.
The Results
- 15,000+ attendees engaged with the TIDE booth over three days.
- Major media buzz generated by celebrity talent and high-energy programming.
- Significant brand visibility through custom signage, branded giveaways, and immersive experiences.
- High audience participation in activations like product demos, fashion shows, and contests.
- Positioned TIDE as a cultural and community-conscious brand with a strong festival presence.
