Emmi and i2i marketing set out on integrated tour

Emmi Caffè Latte has appointed i2i marketing to mastermind a new brand experience campaign to help support the launch of two new flavours in June 2012.

Emmi Caffè Latte is the only freshly brewed and roasted iced coffee available nationwide. Made from the best quality coffee beans roasted to perfection, Caffè Latte is gently ground and made into fresh espresso, then blended with the freshest Swiss Milk, chilled and ready to drink. Following their huge success with Caffè Latte Cappuccino and Light, Emmi launched two flavours this year; Flat White and Vanilla Tahiti – the first limited edition in their range.

The nationwide campaign will run for 8 weeks over the summer targeting 48 major city centres and grocery multiples including Tesco and Sainsbury stores. The tour will offer over 160,000 consumers the chance to try the new flavours. The Emmi team will be highly mobile, serving samples from a uniquely designed mini-van together with giant chilled dispensers produced to reinforce the iconic Caffè Latte cup. Along with free samples consumers will receive 20p discount coupons.

As part of the launch, there will also be an outdoor poster campaign, including 48 sheet and 6 sheet posters around London. A humorous creative has been created to generate cut through, illustrating that Emmi Caffè Latte understands that everyone deserves a moment of fantasy in their busy lives and few pleasures can be enjoyed as quickly as the indulgence of a good coffee.

The integrated campaign will be supported by a dedicated Twitter feed as well as a Facebook site which fans can visit, ‘like’ the product and find the next sampling location.

Fiona Sutherland, client services director of i2i marketing commented: “We are delighted to be working on this campaign and introducing thousands of new consumers to the delicious Emmi Caffè Latte range.”