We combined strategic media outreach with experiential marketing to put consumers at the heart of the story, hosting an exclusive Mediterranean-style launch event on Terrasse Belvu in Montreal for media and influencers from across Canada. This was complemented by more than 200 personalized mailers sent to journalists and creators nationwide, featuring collection samples and recipes, as well as an interactive pop-up at Eaton Centre with iced coffee tastings. Together, these initiatives created multiple touchpoints to amplify the Unforgettable Mediterranean Summer collection in collaboration with Pantone.