This Starbucks Ice Sculpture Installation Celebrates a New Product
Laura McQuarrie — June 4, 2016 — Marketing
References: starbucks & eventmagazine
Caffe Americano with milk is a new item from Starbucks that's being introduced to London's public with a dynamic ice sculpture installation in Waterloo Station.
As well as being intriguing to look at, the two-meter ice wall also boasts an interactive component: commuters passing through the station are able to insert a token into the icy vending machine, which will dispense a sample of the chilled Caffe Americano with milk. This exchange makes it easy for a commuter to try the new beverage on the go, without having to go out of their way when traveling through the station. Communicating the convenience of the new chilled classics product is essential to this installation, especially as the drink will be sold at grocery and convenience stores.
This icy installation perfectly capitalizes on the popularity of alternative vending machines and experiential activations that consumers are responding with enthusiasm to.
As well as being intriguing to look at, the two-meter ice wall also boasts an interactive component: commuters passing through the station are able to insert a token into the icy vending machine, which will dispense a sample of the chilled Caffe Americano with milk. This exchange makes it easy for a commuter to try the new beverage on the go, without having to go out of their way when traveling through the station. Communicating the convenience of the new chilled classics product is essential to this installation, especially as the drink will be sold at grocery and convenience stores.
This icy installation perfectly capitalizes on the popularity of alternative vending machines and experiential activations that consumers are responding with enthusiasm to.
Trend Themes
1. Alternative Vending Machines - The popularity of alternative vending machines presents opportunities for companies to create unique and convenient experiences for their customers.
2. Experiential Activations - Creating interactive experiences for customers is a trend that is growing in popularity and can offer companies a way to stand out from competitors.
3. Convenience Products - With busy lifestyles, consumers are looking for convenience, creating opportunities for companies to create and market time-saving products.
Industry Implications
1. Beverage Industry - Innovative vending machines and interactive installations can help beverage companies increase brand awareness and boost sales.
2. Retail Industry - With the rise of convenience products, the retail industry can offer customers convenient and unique experiences that cater to their busy lifestyles.
3. Advertising and Marketing Industry - Providing unique experiential marketing activations to customers can help companies create a memorable brand experience and increase brand loyalty.
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