NEWS
NEWS
FROM THE HIGH STREET
FROM THE HIGH STREET
Coca-Cola introduce drink
sampling taxis in London
Pimm’s reveals
quintessentially
British experiential
marketing efforts
Pimm’s have unveiled a crazy croquet course in
Heathrow’s Terminal 2, featuring obstacles including
teapot-shaped hoops and rose bushes and finishing
touches of grass and a white picket fence. Modern
features including laser-guided mallets and musical hoops
are also featured in a bid to strengthen the game’s revival.
The course was developed with the help of London’s croquet
club Croquet East, in a bid to revive the classic British game
and play on Pimms’ quintessentially British branding.
In a bid to activate its Choose Happiness
campaign, Coca-Cola are launching ‘happiness
meters’ and a taxi based drinks sampling
initiative across London this summer.
The introduction of ‘happiness meters’ across the
city will see 300 displays turned into interactive
exhibits demonstrating Londoner’s happiness
levels. The measurements are gaged using tweet
sentiment technologies which measure the number
of positive or negative words used on Twitter
alongside the hashtag #ChooseHappiness.
The digital campaign is supported by widescale sampling
initiatives including; branded taxis which will be used to
distribute samples of the drink and areas where consumers
will be able to taste product varieties at major transport
hubs as part of its Happy Tube Commutes initiative. Brand
ambassadors will also be used to deliver Coca-Cola in
cool bags to Londoners in communal areas and parks.
The use of sampling of the different varieties of Coca-Cola
supports the One Brand strategy implemented earlier this
year, encouraging customers to choose which variation
or variations are the ‘happy’/right choice for them.
In line with this, Pimm’s have also created a travelling teapot bar which
has stopped off at Wimbledon for the duration of the tournament. At the
bar customers can sample new Pimm’s varieties as well as the more classic
cocktails, and the design continues the British summer time branding.
14 LITRS OCTOBER 2015
OCTOBER 2015 LITRS 15