For the launch of its 10th flavored vodka, ABSOLUT® engaged ExtraExtra to create an event experience that would immerse both media and consumers in the brand's new campaign message- "In An Absolut World, True Taste Comes Naturally." To achieve this objective, we designed and operated a three-day, interactive pop-up mango grove replete with a custom-designed 100 foot mango tree bar. After a particularly harsh winter, we offered an escape to weather-beaten New Yorkers, as we transported them to the tropics with a 360-degree branded experience- from the cocktails and bar displays to the décor and entertainment. Approximately 1,900 guests enjoyed 7,400 cocktails at the ABSOLUT MANGO Grove in New York City. The three-day affair was attended by top-tier media, socialites, celebrities and influentials.