CBCo F1 Activation

Year
2026
Services
Activation
, 
Collateral
, 
Signage
, 
Digital
, 
The Problem
CBCo Brewing needed a high-impact venue activation that could cut through during Melbourne’s busy F1 weekend and drive engagement at Albert Park Hotel. The challenge was to create a race-inspired experience that felt timely, ownable, and easy for customers to connect with.

Rationale

The “CBCo Brewing Pit Lane” transformed the Albert Park Hotel into a race-week destination through a branded outdoor takeover. The activation used branded signage, venue dressing, and a bold campaign message to connect CBCo Brewing with the energy of the F1 weekend. A simple, high-impact promotional offer, “4 pints for $40”, was led by the headline “Podium Pints Sorted”, giving groups a clear reason to choose CBCo and helping the brand stand out during one of Melbourne’s biggest sporting events.

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