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Summer of festival fun for Smiley

The music-linked brand ruled this year’s festival season with marketing activations and product launches

The Smiley marketing team spent much of June at the UK’s leading music festivals with a slate of excited activations, collaborations and product launches.

Firstly taking to the stage at the Isle of Wight Festival, Smiley teamed with Palladium Footwear at one of the world’s most iconic music festivals, to celebrate the launch of its exciting new collaboration that celebrates both brand’s landmark anniversaries.

With an exclusive artist-gifting suite backstage, the Palladium x Smiley booth was a huge success, luring big name bands and artists including the likes of Ricky Wilson of the Kaiser Chiefs (pictured), David Guetta, Run DMC, Zara Larsson, Texas and Rag’n’Bone Man, among many others. The Smiley team was also out in force giving away frisbees, glow sticks, badges and flags to over 50,000 festival revellers. This hugely successful partnership played out to a live Sky TV audience.

The team then hit the road to Glastonbury to spread some happiness to the 180,000-strong crowd heading to the world’s leading music event. The Smiley crew pitched up at Castle Cary Train Station to distribute thousands of Smiley festival flags, ponchos, badges and stickers to festival goers arriving in the build up to the event. Smiley remains the only brand to do a large scale marketing activation at Glastonbury’s largest gateway to the festival, the brand was delighted to see that the amazing activation allowed Smiley to appear all over the BBC via its television coverage of the event, watched by millions of people all over the world.

Smiley Marketing Director, Matt Winton, said “Music remains a key focus for our consumer engagement, our heritage in music and festivals dates back to the 1970’s. Smiley is a true icon of counter culture and it’s almost become our responsibility to go and cheer the crowds en route to these music pilgrimages. These marketing activations only serve to remind us the appetite for Smiley amongst the festival goer. It was also a great platform for us to launch our exciting new partnership with Palladium, which seems to be flying off the shop floor as we speak.”

Smiley has enjoyed a unique relationship with the festival scene for more than four decades and one thing music lovers are guaranteed to see at every festival this summer is Smiley. This year alone has seen Smiley release a host of festival collections included with the likes of Brekka and music inspired clothing brand Pretty Green.


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