Illy coffee partners with Samsung for UK sampling campaign
Italian-style coffee brand illy has embarked on its first UK sampling campaign for chilled coffee range illy issimo, as part of a European-wide ‘Live Intense Tour’.
Working in partnership with Samsung and using its Galaxy K zoom smartphone to capture ‘the intensity of people’s lives’, illy issimo has encouraged consumers on the move to feature in a time-lapsed video by having their photograph taken in front of a branded backdrop.
The sampling campaign has focussed on central London and will offer over 10,000 bottles to passing members of the public.
Victoria Hughes, brand manager at Euro Food Brands, UK distributor of illy issimo, commented: “In a campaign that reflects the brand essence of ‘Live Intense, Live Issimo’ new communication campaign, we’ll be capturing the positive intensity of people’s everyday lives and showing how illy issimo is perfect for those people who live life to the full.”
The sampling activity will be backed by a wide-ranging PR and social media campaign, including a dedicated Facebook page tab.