Kenco promotes new Millicano Sunlight Blend coffee in interactive, sampling campaign

Kenco is promoting its new Millicano Sunlight Blend coffee in a campaign designed to encourage 25-35-year-old women to expand their Kenco coffee repertoire.

Kenco Millicano Sunlight Blend is a new wholebean instant coffee variant which is lightly roasted for a full-bodied flavour with a bright refreshing taste that can be enjoyed throughout the day, the company claims.

The campaign, created by Arc London, incorporates hot sampling and will demonstrate how the taste of the coffee instantly brightens your day. Sunny music is an expression for bringing this to life by offering consumers a unique experience to ‘play’ sunshine themed tunes on a giant interactive piano.

The six-week campaign broke on 9 May 2014 and will run at six different shopping centres including Westfield London, Intu Metrocentre in Newcastle, the Bullring in Birmingham, Intu Derby, Intu Lakeside in Essex and The Centre in Milton Keynes.

Emily Woodward-Smith, assistant brand manager said: “Kenco Millicano Sunlight Blend is a great new addition to our portfolio and we’re looking forward to engaging with consumers in a live environment. The experiential roadshow is an integral part of our launch campaign as trial is key to encourage purchase. The giant piano experience with the sunny tunes adds an element of fun and excitement which, like the coffee, will instantly brighten the day of those who participate or even watch.”

Arc London head of experiential Will Glynn-Jones said: “Building on the success of Kenco Millicano Wholebean Instant, the launch of Kenco Millicano Sunlight Blend has been an excellent opportunity for Arc and Mondelez to bring to life the NPD in a fun and engaging way. Our activity will of course allow the consumer to trial the product but also engage with our giant interactive piano to immerse themselves in an entertaining, positive brand experience.”