Nestle's Quality Street Christmas Event is a Multi-Sensory Experience
Laura McQuarrie — December 8, 2015 — Marketing
References: nestle & eventmagazine
Given the popularity of multi-sensory marketing over the past year, it's no surprise that it is now being applied to festive Christmas events. For this year's holiday season, Nestlé's Quality Street is creating a "real life Quality Street" by turning the experience of eating a candy into something that can be seen and heard.
At Westfield London, the activation will feature colorful chocolate candy wrappers falling from above the shopping center's Southern Terrace like snow, festive music and plenty of Quality Street sweets to snack on.
Beyond having products be thought of as stocking stuffers or gifts, many marketers and brands strive to have specific items be part of a consumer's most fond holiday memories and Christmas experiences.
At Westfield London, the activation will feature colorful chocolate candy wrappers falling from above the shopping center's Southern Terrace like snow, festive music and plenty of Quality Street sweets to snack on.
Beyond having products be thought of as stocking stuffers or gifts, many marketers and brands strive to have specific items be part of a consumer's most fond holiday memories and Christmas experiences.
Trend Themes
1. Multi-sensory Marketing - Opportunity for brands to create immersive experiences that engage all the senses.
2. Holiday Experiential Activations - Increasing trend of brands creating unique and memorable Christmas events.
3. Emotional Connection with Products - Brands aiming to be part of consumers' cherished holiday memories.
Industry Implications
1. Food and Beverage - Opportunity to create interactive and engaging experiences around food products.
2. Retail - Opportunity for retailers to use immersive activations to attract and engage customers during the holiday season.
3. Marketing and Advertising - Opportunity to utilize multi-sensory marketing techniques to connect with consumers on an emotional level.
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