BERO: Hacking Wimbledon
172+
pieces of coverage secured across online, print and broadcast.
726.3M+
total reach from media coverage.
17.8M+
views on social media across 116 pieces
BERO: Hacking Wimbledon
BERO challenged us to maximise visibility during Wimbledon by harnessing the cultural momentum of London’s busiest summer sporting moment. The objective was to position BERO at the intersection of sport, wellness and lifestyle, driving awareness through high-impact experiential activations supported by media, influencer and broadcast engagement.
Across one week, we supported three overlapping activations – the BERO Padel Classic, a partnership event with Chase Sapphire and the BERO x Shopify Covent Garden pop-up – spotlighting the brand through earned media, content creation and talent-led storytelling.
Our strategy
To cut through one of the most competitive news weeks of the year, our consumer PR agency specialists adopted a multi-layered, agile approach, acting as an extension of BERO’s internal team and pivoting seamlessly between events.
BERO Padel Classic
The BERO Padel Classic saw Tom Holland and A-list celebrities, including Jay Shetty and Stormzy compete against padel pros, including World #1’s Arturo Coello and Delfina Brea, in a one-day Pro-Am padel tournament at London’s Padel Social Club.
Padel has quickly become one of the UK’s most on-trend sporting activities, so the event was designed not only to mirror BERO’s natural English heritage but provide a platform to align the brand with performance, moderation and modern socialising.
The originality was not in scale, but in execution: using consumer media relations and PR to turn a single live moment into a far-reaching cultural story that justified investment, cut through media saturation and established credibility for a growing brand.
On the ground, we invited, hosted and managed journalists and influencers, coordinated Press Association photography and broadcast schedules, and managed all media interviews. Post-event, we led press seeding and amplification, ensuring the story landed quickly and at scale.
The event generated high-impact coverage across Men’s Health, GQ, LadBible and Yahoo, alongside a BBC Radio interview syndicated across 36 UK stations. Social-first content captured the energy of the event, including a Men’s Health TikTok filmed on-site that became the brand’s most-viewed video to date.
BERO x Shopify Pop-up
To complement the Padel Classic, which was a closed event, we also helped deliver the BERO x Shopify pop-up in Covent Garden, designed to bring Wimbledon vibes directly to consumers and be the ultimate destination for those looking to soak up the tennis club atmosphere without a Centre Court ticket.
Visitors could sip on chilled cans of BERO, browse limited-edition merch, and enjoy a tennis-inspired lifestyle takeover – while also nabbing a free branded tote bag if they were among the first 100!
We commissioned a bespoke illustration of the pop-up space to drive pre-event buzz across London-centric media, while managing press and influencer attendance to spark organic, highly shareable content throughout the weekend.
Chase Sapphire Partnership
And why stop there? In the same week, we also worked with BERO to host an intimate event to celebrate the brand being stocked in all Chase Sapphire Airport lounges across the United States.
To increase media and influencer appeal, the Deputy Life & Style Editor of City A.M conducted a media-style interview panel with Tom Holland and his BERO Co-founder, John Herman. Post-event pitching secured strong national results, including an in-depth City A.M. feature both online and in print, alongside a strategic BBC business interview for BERO’s co-founder.
Heightened discovery driven by earned exposure
36
BBC Radio stations aired interviews filmed at the BERO Padel Classic
+5000%
search queries for ‘BERO padel’ and ‘BERO Padel Classic’ following the event
+60%
search queries for ‘Tom Holland Beer’ post activation
4.8M+
likes across social media content, and 85,000+ engagements
1.7M+
views on Men’s Health UK’s TikTok, a record to date