Propercorn and Bombas & Parr Have Launched the 'Institute of Flavor'
Rebecca Byers — June 20, 2016 — Marketing
References: eventmagazine
Popcorn snack brand Propercorn and culinary architects Bombas & Parr have collaborated on a multi-sensory experience called the 'Institute of Flavor' that was hosted in London's Soho over two days in June. The immersive event aimed at highlighting the rich variety of flavors available from the premium snack brand with sensorial stations that introduced consumers to the seasoning blends used in the products.
The event aimed to highlight the launch of a limited edition flavor and offered consumers a chance to explore the new variety on a more scientific level. The Propercorn and Bombas & Parr 'Institute of Flavor' pop-up also invited guests to create their own blend of seasoning to be entered in a consumer-voted contest.
The event aimed to highlight the launch of a limited edition flavor and offered consumers a chance to explore the new variety on a more scientific level. The Propercorn and Bombas & Parr 'Institute of Flavor' pop-up also invited guests to create their own blend of seasoning to be entered in a consumer-voted contest.
Trend Themes
1. Multi-sensory Brand Experiences - The 'Institute of Flavor' event showcases the rise of immersive, multi-sensory experiences that engage consumers on a deeper level.
2. Customized Product Creation - Allowing consumers to create their own blend of seasoning at the event taps into the trend of personalized and customizable products.
3. Limited Edition Launches - The event's focus on a limited edition flavor highlights the growing trend of creating exclusive and unique products for consumers.
Industry Implications
1. Food and Beverage - The Propercorn and Bombas & Parr collaboration showcases the potential for food and beverage brands to enhance consumer experiences through immersive events.
2. Retail and Consumer Goods - The trend of customized product creation presents opportunities for retailers and consumer goods companies to offer unique and personalized products.
3. Marketing and Advertising - Brands can leverage the trend of limited edition launches to generate excitement and drive consumer engagement through exclusive products and experiences.
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