This Multi-Sensory Brand Activation Was Hosted by Cadbury Dairy Milk
Rebecca Byers — April 4, 2016 — Marketing
References: eventmagazine
This multi-sensory brand activation was recently hosted by Cadbury Dairy Milk at the Westfield London shopping center. The immersive event invited passersby to take off their shoes and walk across a giant portion of the floor that had been completely covered in bubble wrap.
The sensory-driven event is considered the launch of the Cadbury brand's new tagline, 'Tastes Like This Feels,' which was spelled out in large white letters on a stage beside the bubble wrap floor. The creative event serves as an ample introduction to the new campaign and highlights the effectiveness of brand activations as key touchpoints in building relationships with individual consumers.
The Cadbury activation at Westfield London was a collaborative effort between agencies RPM, Fallon, Golin, Elvis and Carat.
The sensory-driven event is considered the launch of the Cadbury brand's new tagline, 'Tastes Like This Feels,' which was spelled out in large white letters on a stage beside the bubble wrap floor. The creative event serves as an ample introduction to the new campaign and highlights the effectiveness of brand activations as key touchpoints in building relationships with individual consumers.
The Cadbury activation at Westfield London was a collaborative effort between agencies RPM, Fallon, Golin, Elvis and Carat.
Trend Themes
1. Multi-sensory Brand Activations - More brands are expected to host multi-sensory brand activations to create immersive and memorable experiences for their customers.
2. Sensory Marketing - Sensory marketing will continue to grow as a trend, with more brands using unique sensory experiences to engage with their customers.
3. Experiential Advertising - Experiential advertising will become more popular as brands realize the value of creating unique experiences for their customers to engage with the brand.
Industry Implications
1. Marketing and Advertising - Marketing and advertising industries can leverage multi-sensory activations as a unique way to engage with customers and create long-lasting brand loyalty.
2. Event Management - Event management industries can utilize sensory-driven activations to create highly immersive events that leave a lasting impression on attendees.
3. Food and Beverage - Food and beverage industries can use sensory marketing to create unique experiences that showcase the taste, smell, and texture of their products and appeal to customers' senses.
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