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CÎROC Honey Melon Launch @ Soho Desert House


In 2023, CÎROC went big with the launch of the ultimate flavor Honey Melon, and brought culture to a new sorely needed space — The Country Club. With creative platform No Reservations Needed, the CÎROC Honey Melon Fresh Serves Club offered a reimagined country club experience to Soho Desert House guests in Palm Springs during the first weekend of the nation’s largest music festival.


In collaboration with multiple interagency teams and external stakeholders, NVE was challenged with creating an impactful multi-pronged launch event and memorable experience for guests at the Soho Desert House. Inspired by possibility and challenged dated status codes, we kicked off with an exclusive announcement of the new flavor by Mr. C, along with an impactful press release leading up to the event. By intentionally utilizing campaign imagery, honing in on the consumer journey, and leveraging the tastiness of CÎROC Honey Melon, NVE had the tools to make the brand’s vision a reality.


The creative look and feel of CÎROC Honey Melon is specifically centered on an inclusive, diverse generation and reimagines the dated notions of country club exclusivity. Integrating the beautiful campaign imagery in an intentional way was a must, while providing guests with organic and exciting ways to interact with each element of the space. The liquid to lips experience had the potential to influence consumer purchase of CÎROC Honey Melon within their market. Selecting the right recipes to be served to leave a lasting impression on each guest was imperative to measurable results of this event’s success.


CÎROC Honey Melon Fresh Serves Club at Soho Desert House hosted a wide variety of guests in Palm Springs during the first weekend of the nation’s largest music festival. This 3-day launch event experience centered around premium touchpoints that redefined what an elevated vibe is for the new generation. CÎROC Honey Melon Fresh Serves Club was a space for guests to connect over curated cocktails, play pickleball on the CÎROC Honey Melon court, receive customized embroidered merchandise, and pose at the branded golf cart photo opportunity.


  • 3,800+ Launch Event Attendees
  • 54,000 CÎROC Honey Melon Branding Impressions
  • 1B+ Earned Media Impressions
  • 7,500+ CÎROC Cocktails Served
  • 153 Pickleball Games Played
  • 1,300 Custom Merch Giveaways