Brand Activations and maximising sales in the French On Premise
Consumers in France are eager for engaging brand activations in the On Premise, especially younger adults and women. Tailored experiences are essential for brands to connect effectively with different demographics.
CGA by NielsenIQ’s France Consumer Pulse Report takes a closer look at consumer engagement with brand activations, and the factors encouraging attendance and engagement in the On Premise.
There is a clear appetite from consumers to join in with activations among those who have not yet attended such events. Interest is particularly strong among younger adults aged 18-34 (over-indexing by +10pp) and female consumers (over-indexing by +7 pp).
In terms of the most popular types of activation events for those consumers who have attended, more than a quarter prefer ticketed events (29%), product sampling (28%), and sponsored music events (27%). Yet, when asked what type of events they would most like to see in the future, product sampling topped the list among 39% of consumers.
The Report further breaks down consumer preferences by demographic, revealing important distinctions for brands looking to tailor activations to specific consumer segments:
Young male consumers are particularly drawn to pop-up bars and sponsored music events, indicating immersive, dynamic environments resonate well with this group.
Female consumers prefer product sampling events, outdoor activations, and brand launch parties, demonstrating a preference for direct product engagement.
18-34-year-olds favour product sampling events and pop-up bars, suggesting brands should prioritise interactivity to attract this age group.
Older consumers (55+) lean towards more sophisticated experiences such as vineyard, brewery, and distillery tours, offering brands opportunities to connect through more educational and heritage-based approaches.
As demand for brand activations in the French On Premise grows, it’s important for brands to design experiences aligning with consumer expectations to achieve maximum impact. For example, activations creating an immersive, hands-on experience are likely to perform best across most consumer segments. Moreover, the data points to targeting specific demographics with tailored experiences for optimal relevance and engagement.
In addition, the Report spotlights the importance of activations as a key component of marketing strategies. This is because activations help brands engage more effectively with consumers, develop, and launch new products, and differentiate themselves from competitors.
For all these reasons, there is significant potential for brands to form deeper consumer connections and gain competitive edge by focusing on the types of experiences consumers most want to see, and aligning them with broader business objectives.
Julien Veyron, Client Solutions Director – France said: “The latest Report provides meaningful insights into On Premise activations. As you can see, consumers are eager to engage with brands in more experiential ways, particularly through product sampling and pop-up bars. But an umbrella approach no longer works. The most successful brands are those tailoring activations to meet the unique preferences of their specific target audiences. These activations can cultivate deeper engagement while also supporting longer term brand loyalty.”
This monthly On Premise Consumer Pulse report is a fast-turnaround ‘temperature check’ of the channel and the consumers who visit bars and restaurants in France. The study looks into their On Premise behaviour over the past month and tests visit intention for the month ahead, touching on hot topics including the Activations. Download the Free consumer pulse report here.
To uncover more granular insights on your target consumers and how to influence their path to purchase through OPUS, get in touch with Julien Veyron here and find out more about CGA’s consumer research capabilities.
