From Event Pop-Up to Permanent Brand Ambassador

KingCave Team
2026-02-03T08:00:00+10:00

Gee Up needed a brand asset that worked at Saturday events and kept working on retail counters all week. A branded fridge solved both.
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Gee Up's event activations hit hard — neon colours, lightning graphics, energy drinks flowing. The problem was Monday morning. The banners went back into storage. The signage got stacked in a warehouse. Three months of brand impressions, packed into a single weekend and then gone.

They needed a brand asset that worked at events and kept working after the event was over. Something that could rotate between a Saturday activation and a retail partner's counter the following week. Something that looked like it belonged in both places.

The Build

A Schmick HUS-SC70B — 70 litres, compact enough to fit on a counter or in the back of a van, robust enough for the rough handling of event logistics. Full-body wrap plus the top panel. Purple-to-cyan gradient with the Gee Up lightning bolt at a scale that's visible from across a room.

The gradient was printed as a smooth transition, not a step pattern — critical when the design relies on colour shift rather than logo placement. The wrap extends over the top panel because at events, people look down at countertop fridges. Every visible surface needed to carry the brand.

Gloss laminate. Gee Up's brand identity is built on high-energy visuals. Matte would have dulled the gradient and killed the neon effect. Gloss keeps the colours saturated and gives the fridge the same visual intensity as the cans inside it.

How It Gets Used

The fridge rotates. Saturday it's at a fitness expo, chilling product for sampling. The following Tuesday it's on the counter at a retail partner — a bottle shop or gym supplement store. The week after that it's at a pop-up bar. Between events, it lives at a key retail account where it works as a permanent brand display.

This dual-use model is the real insight. Most event assets sit in storage 90% of the time. A branded fridge works every day, regardless of whether there's an event scheduled. It costs roughly the same as a set of premium event banners, but it has a functional purpose that keeps it deployed rather than stored.

Most event assets sit in storage 90% of the time. A branded fridge works every day, regardless of whether there's an event scheduled.

What Beverage Brands Should Consider

Event marketing budgets often disappear into single-use assets: banners, signage, printed collateral. A branded fridge is a reusable asset with a functional purpose. It keeps product cold, it looks like the brand, and it goes where the brand goes. For a challenger brand running 10-20 events a year, one or two branded fridges that rotate between events and retail locations will generate more cumulative brand impressions than a shipping container full of banners.

View the Gee Up project · Explore custom branding