Virgin Red's Summer Ice Cream Van Levitates in London
Laura McQuarrie — July 14, 2021 — Marketing
References: campaignlive
Inspired by its own brand spot called Whatever Blows Your Bubble, Virgin Red created a summer ice cream van that levitates. In the ad, a woman blows a chewing gum bubble so big, she starts to float.
For just one day in July, the brand set up an ice cream truck on the South Bank and it appears to be hanging high in the sky. The elevated experience calls for ice cream lovers to climb a 15-foot ladder in order to retrieve their treat. Staying true to its brand color scheme, Virgin Red offered a variety of colorful toppings, including everything from sweet sprinkles and paprika crisps to spicy pepper flakes and ketchup.
The pop-up emphasizes the benefits of the loyalty program, reminding that there are rewards and experiences for whatever blows your bubble.
For just one day in July, the brand set up an ice cream truck on the South Bank and it appears to be hanging high in the sky. The elevated experience calls for ice cream lovers to climb a 15-foot ladder in order to retrieve their treat. Staying true to its brand color scheme, Virgin Red offered a variety of colorful toppings, including everything from sweet sprinkles and paprika crisps to spicy pepper flakes and ketchup.
The pop-up emphasizes the benefits of the loyalty program, reminding that there are rewards and experiences for whatever blows your bubble.
Trend Themes
1. Levitating Food Trucks - Opportunities to use magnetic technology for innovative food experiences.
2. Elevated Experiences - The trend towards differentiated experiences that go beyond just the food or product being offered.
3. Unexpected Locations - The appeal of surprising customers with unexpected locations for food trucks or pop-up shops.
Industry Implications
1. Food and Beverage - Brands can leverage innovative approaches to food experiences to stand out from competitors and build customer loyalty.
2. Marketing and Advertising - Creative campaigns that emphasize the benefits of loyalty programs can help brands attract and retain customers.
3. Tourism and Events - Opportunities to incorporate unique and memorable experiences like levitating food trucks into travel and event planning.
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