Qream tasters: Pictured (Left to Right): Wax Poetics' Andre Torres, Cornerstone's Maryclaire Grace, Billboard's Chris Payne, Singer Kendra Morris, Cornerstone's Nathalie Levey, Wax Poetics' Dennis Coxen, Cornerstone's Rob Krauser. (Photo: Billboard.Biz/Chris Payne)
The sultry vocals of Kendra Morris and Pharrell Williams' new liqueur proved to be a perfect combination at the New York City headquarters of Cornerstone Agency.
On Mon. Nov. 21, the marketing agency partnered with Diageo to present Qream, the Williams-branded cream liqueur, before a crowd of tastemakers in a relaxed, after-work-party-style atmosphere.
"The purpose of the event was to invite media out to taste Qream, specifically those who had yet to experience it," says Cornerstone account director Maryclaire Grace. "We feel the event went great. We had key media in attendance who were able to sample Qream for the first time as well as enjoy desserts from Panade bakery that were made with Qream. It was exactly what we wanted."
Williams was introduced to London-based beverage company Diageo by Cornerstone founder Rob Stone. Together, the concept for Qream became a reality.
New York-based R&B singer Kendra Morris added to the evening with a brief, yet intimate performance amongst the crowd.
"We often use music to help enhance a brand," explained Gillian Cook, director of PR and influencer entertainment at Diageo. "It provides another way to capture the spirit of the product. We love Kendra's voice. Her look and her music just speaks to you, and we feel like her presence at the Qream party was a perfect fit."
Recently signed to Wax Poetics, Morris' debut LP is due for a 2012 release.
Aside from promoting Qream nationally, Cornerstone has been busy with the new Brooklyn-based studio, Rubber Tracks. Partnered with Converse, the top-level studio will give unsigned artists the chance to record for free.