Summer has been the main focus of many of the brand campaigns we have captured through August. From pivoting traditionally winter brands to take ownership of summer occasions, to immersive summer pop ups there has been no shortage of eye-catching and innovative activations.
Supercharge your Summer with Lovely Drops
"Guinness is expanding its traditional seasonal appeal and swiftly becoming a drink of choice over summer. By offering both consumers and retailers the chance to win prizes they are sure to see huge engagement in the on-trade. By releasing each prize pool in a fashion drop style, they will build hype and excitement in the lead up to each draw." – F&BM View
Guinness is launching “Lovely Drops”, an exclusive digital-first promotion, offering multi-channel outlets a chance to win prizes.
- Outlets are encouraged to sign up on the DiageoOne App and request the Guinness Summer All-Year-Round POS before August 5th to enter the draw.
- On-trade prize drops will be announced via Guinness social media channels. There will be four drops and consumers will need to be at participating on-trade outlets to enter and redeem their prize.
- Prizes vary from festival tickets, in-store and on-trade makeovers to custom Guinness merchandise.
Brunch with Philly
"Excellent stand-out on pack and in-store for this draw promo from Philadelphia. Clear messaging and a well-crafted website with subtle animation adding a touch of class. Proof of purchase is validated using product barcode, which is a good way to run a proof of purchase promotion without needing unique codes or receipt upload." – F&BM View
Philadelphia is tapping into the brunch occasion, by giving consumers the chance to win a VIP brunch.
- Shoppers can enter the promotion by purchasing a pack, scanning the QR code, and entering the barcode number.
- The VIP brunch will be hosted by TV personality and chef, Andi Oliver. Winners will receive first-class travel and 5-star accommodation.
- Runners-up will be rewarded with luxury hampers, to create the perfect brunch at home.
- Each entry will also receive a downloadable recipe book for extra inspiration.
ED-ibly saucy partnership!
“A great partnership between two huge brands. Music meets FMCG to target a huge section of shopper demographics. Lovely, bold activations in-store that would be hard to miss. Sainsbury’s will be loving the exclusivity and basking in all of the PR.” – F&BM View
Ed Sheeran is out and about promoting his hot sauce, Tingly Teds, in partnership with Kraft Heinz.
- Sheeran stunned shoppers at Sainsbury's Hertfordshire with autographs and pizza.
- The launch saw some spicy eye-catching POS with collateral educating shoppers on taste combinations.
- Exclusively available at Sainsbury’s, the promotion includes a chance to win a signed Tingly Ted bundle. Nectar cardholders can enter by purchasing Tingly Ted’s sauce in-store or online, automatically entering the prize draw at check out.
Sizzling Summer
Getting Festival Ready
Aperol is celebrating summer with an on-pack promotion, giving shoppers the chance of winning a festival kit plus tickets to Latitude Festival.
Tats, Merch & Bevs
Londoners can head to the Beavertown summer pop-up store and immerse themselves in the brand. The store offers tattoos, t-shirts, prints and free pints!
Serving Summer Cocktails
Patrón Tequila has popped up in Covent Garden with the Patrón Paloma Ventana! Passers-by can grab a free Paloma cocktail served through a charming window, inspired by the Patrón Hacienda and Mexican plazas.
The Soul of Madrid
"From enjoying a chilled Madrí beer to interacting with live art, this event perfectly fuses modern Madrid with immersive activities. The QR code hunt within the mural adds a unique twist, enhancing guest engagement and creating lasting memories. This activation not only highlights Madrí's brand but also effectively connects with its audience through creativity and innovation." – F&BM View
Madrí Excepcional is bringing the vibrant ‘Soul of Madrid’ pop-up to four UK cities this summer.
- Guests can immerse themselves in a fiesta of Madrí beer, fusion food, live street art, and music reflecting modern Madrid.
- Within a spectacular brand mural there is a QR code to scan using the Madrí Excepcional Conectada platform to find hidden cans and claim prizes.
- After the event, Conectada can be used to locate the nearest outlet where the Madrí experience continues.
Skittles Disrupts South Bank
“Skittles have created an immersive and unforgettable experience that perfectly embodies the playful essence of the brand, by transforming London's Southbank into a vibrant, goo-filled wonderland, consumers experience a multi-sensory adventure that breaks free from the ordinary, leaving Londoners in a mess of colourful chaos.” – F&BM View
Skittles Giants Gooey is celebrating its latest sensation with an immersive pop-up at London’s Southbank, The Goo Room!
- Visitors can dive into a world of goo, trying new Skittles Giants Gooey products while throwing colourful goo on walls, canvases, or even each other.
- TV personality, Liberty Poole joined the fun at the launch.
- Supported by a fully integrated marketing campaign, including paid and earned media, OOH, and sampling, Skittles Giants Gooey is ready to disrupt the daily grind!
The Power of Play
“It's been a while since I've seen an activation which isn't right next to the relevant aisle. I love this big colourful POS campaign from Hasbro & Birds Eye, not to mention it's a genuinely good deal! I'll definitely be heading to the freezer aisle next time I spot this POS." – F&BM View
Birds Eye frozen foods has partnered with Hasbro this summer, emphasising the value of quality time with family and friends over the school holidays, while boosting footfall into the frozen food category.
- The promotion offers a free Hasbro board game, such as Monopoly or Connect 4, when consumers purchase any four promotional products.
- To claim their board game, shoppers buy any four packs in one transaction, upload the receipt, and select a preferred game.
- The campaign will be supported by POS materials, radio, OOH advertising and social media channels.
Baileys… but make it Summer!
“A great partnership for Baileys, using the growing popularity of iced coffee to promote the brand during the summer months. Good collaborations with other content creators in promoting the partnership and in creating the limited edition bundle.” – F&BM View
Baileys is shaking up summer by teaming up with London's Grind coffee brand to create a boozy iced coffee cocktail range.
- All three cocktails available at Grind locations in Shoreditch, Liverpool St, London Bridge and Greenwich.
- Fans can snag a limited-edition bundle featuring a ‘Put Your Baileys in My Coffee’ tee, Grind’s iconic pink tin, and a bottle of Baileys.
- The launch is supporting Baileys global ‘Stir Things Up?’ campaign with UK activity including D/OOH placements, social media, online video, as well as creator content collaborations.
In-Store Round-up
