The Return of IRL Marketing, Jubel Edition

As social feeds get noisier and engagement feels increasingly passive, brands are turning their attention back to what actually sticks: the real world. (Re)enter IRL marketing, the not so new wave that’s surging harder than ever – and few are riding it harder than Jubel.

Launched in 2018, the UK born fruity beer brand has positioned itself as young, fun and owning the social moment. Jubel’s marketing strategy is all about showing up where their community already is and turning the volume all the way up.

Last year, Jubel sponsored Snowboxx, a week-long music festival in the Alps. They put on a mile high rave, flying 100 customers on a chartered flight (with a DJ) to the festival. Free pints. Free rides. Big energy. It’s fun first, product second, and that’s exactly why it works.

But Jubel isn’t just showing up with one off brand stunts, they’re building a steady drumbeat of real world moments that are easily accessible. From pop ups to parties, their touchpoints are constant and not campaign based. Case in point: their recent London club night featuring Horse Meat Disco and Sigma – flowing Jubel, branded merch and a dancefloor packed with real customers.

The brand doesn’t rely on flashy influencers or big names. Their events are filled with real people – Gen Zs having fun – and you can feel it through the brand’s social channels. Jubel creates fun moments for people to meet and have a good time, and that’s the magic.

IRL is the antidote to digital fatigue. 

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