Kenco takes giant piano on the road to brighten up Sunlight Blend sampling
Wednesday May 21, 2014 at 2:09pm
Coffee maker Kenco Millicano is taking its new Sunlight Blend variant of instant coffee to the road with a giant piano in an experiential campaign through Arc London. Hot sampling during the six-week activity is accompanied by the chance to ‘play’ sunshine themed music on the piano as part of bringing to life the brand proposition that the taste of the coffee blend instantly brightens your day. Emily Woodward-Smith, assistant brand manager said: “Kenco Millicano Sunlight Blend is a great new addition to our portfolio and we’re looking forward to engaging with consumers in a live environment. The experiential roadshow is an integral part of our launch campaign as trial is key to encourage purchase. The giant piano experience with the sunny tunes adds an element of fun and excitement that, like the coffee, will instantly brighten the day of those who participate or even watch. Arc London head of experiential Will Glynn-Jones added: “This is an excellent opportunity for Arc and Mondelez to bring to life the NPD in a fun and engaging way. Our activity will of course allow the consumer to trial the product but also engage with our giant interactive piano to immerse themselves in an entertaining, positive brand experience.” The roadshow is visiting six shopping centres across the UK, including Westfield London, Intu Metrocentre in Newcastle, the Bullring in Birmingham, Intu Derby, Intu Derby, Lakeside in Essex and The Centre in Milton Keynes.