Frukt and Tia Maria head to Lovebox
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Tia Maria and music and entertainment strategists Frukt continue their working relationship into its third year, with the development of ‘Cool Beans’, an experiential concept targeting UK music festivals.
The activity has been developed to support Tia Maria’s new Espresso Ice serve – created for summer, the Espresso Ice comprises Tia Maria, espresso mix, milk and ice.
The Cool Beans concept is centred around a converted milk float – by day, a chill out area, by night a neon playground where revelers can dance the night away under the Cool Beans neon sign. Visitors can sample the Tia Espresso Ice, have complimentary face-painting and listen to party tunes delivered by the Cool Beans DJs from the back of the milk float.
Jim Robinson, managing director at Frukt said: “The Tia Espresso Ice is a perfect festival drink – we’re excited about delivering it to festival goers…and we get to do it from a customised milk float. Who wouldn’t want to see that!”
Gwilym Cooke, senior brand manager, Tia Maria commented “Cool Beans represents a fantastic combination of the new Tia Espresso Ice serve, excellent music and face painting – all designed to enhance the festival experience for our consumers. It’s great to build on the previous years experiential campaigns with this new activation”.
Cool Beans launched at the Isle of Wight Festival last month and continues its festival tour this weekend at Lovebox and Citadel in London’s Victoria Park before heading to Bestival in Robin Hill Country Park, Isle of Wight 10th-13th September.
