Jaffa Cakes Assembled an Interactive Installation to Entice Gen Z
Laura McQuarrie — September 3, 2024 — Marketing
References: marketing-beat
To introduce its new cola bottle flavor in a memorable way, Jaffa Cakes took to the streets for its out-of-home campaign targeting Gen Z in the UK. As part of its mantra to "never apologize, never explain," McVitie’s Jaffa Cakes devised a whimsical interactive station with tubes, pipes and mechanisms to invite passersby to try its newest sweet snack. Samplers can pull a handle to see how cola bottle sweets are turned into the new Jaffa Cakes flavor.
As part of the campaign, other OOH ads also entice bold flavor seekers with phrases like "The pairing no one asked for (you’re welcome.)" Jaffa Cakes is leaning into its divisiveness to launch this limited-edition flavor, with TBWA\London ECD Paul Jordan acknowledging, “Jaffa Cakes' Cola Bottle flavor isn’t going to be to everyone’s taste. But that’s just the way they like it."
As part of the campaign, other OOH ads also entice bold flavor seekers with phrases like "The pairing no one asked for (you’re welcome.)" Jaffa Cakes is leaning into its divisiveness to launch this limited-edition flavor, with TBWA\London ECD Paul Jordan acknowledging, “Jaffa Cakes' Cola Bottle flavor isn’t going to be to everyone’s taste. But that’s just the way they like it."
Trend Themes
1. Interactive Installations - Whimsical interactive stations captivate Gen Z consumers by turning snack sampling into an engaging experience.
2. Flavor Experimentation - Introducing unexpected flavors like cola bottle Jaffa Cakes excites consumers with novel taste adventures.
3. Bold Advertising Campaigns - Campaigns that embrace divisive opinions draw in curious customers and make a memorable impact.
Industry Implications
1. Food and Beverage - The food and beverage industry can leverage interactive installations to enhance product sampling and consumer engagement.
2. Advertising and Marketing - Advertising professionals can explore unconventional, bold campaigns that play with consumer expectations and tastes.
3. Experiential Retail - Experiential retail opportunities arise from creating memorable, hands-on experiences that entice and entertain customers.
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