Arc London set to get active with Tassimo sales

Arc London has developed a detailed programme of active-selling and demonstration days to showcase the Tassimo product range.

The activity, which takes place in John Lewis and Currys stores across the UK, will deliver an increase in the Tassimo live experience and build the brand proposition in peoples’ minds.

Tassimo Brand Ambassadors will be encouraging consumers to ‘take a lucky sip’ while demonstrating the range of hot beverage brewers, products, flavours and partnership brands, while offering free hot drinks and encouraging participation in a free prize draw. Up to 1,500 days of live activity are planned from mid-October through to the end of December in order to maximise sales potential during the busy gifting period.

Arc was appointed by Mondelēz earlier this year to take responsibility for brand activation and live experience for Tassimo. It works alongside other roster agencies on the brand including Elvis Communications, PHD, Mcgarrybowen and Golin Harris.

James Hick, assistant brand manager for Tassimo, said: “Arc and Tassimo have been working together for the past four months to get this programme off the ground and we’re particularly excited about this new agency relationship and where it will take us in the future. Quarter four is the key selling period for our brand so we’re delighted to be partnering with such an experienced agency who are known for over-delivering in this area.”

Charlotte Birley, board account director at Arc, said: “We are incredibly excited to kick off our 2014 campaign for Tassimo and really get under the skin of what the consumer wants and needs from the brand, to inform our strategy and thinking for next year’s activity. Our experience in the coffee category with Kenco and Carte Noire gives us the perfect grounding to develop a simple yet effective live brand experience for Tassimo during the festive period, to maximise brewer sales. This will set the bar for 2015.”