How do you build a brand that resonates with everyone without losing your edge?
In a market crowded with 'stuffy' booze brands, NICE has carved out a new space by refusing to take themselves too seriously. In this session, we sit down with the team behind the brand to explore their crowd-pleasing philosophy - a strategy that bridges the gap between viral digital stunts and meaningful, real-world community building. From iconic IRL stunts to reactive, budget-friendly social wins, discover how NICE ignores the red tape to deliver authentic, high-impact marketing that keeps the crowd coming back for more.
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