Kenco has worked with Proximity London and professional improv comedy troupe The Noise Next Door to promote its new wholebean instant Millicano Sunlight Blend through a live and interactive online campaign.
Restyled as The Bright Tones of Kenco Millicano Sunlight Blend for this campaign, the five-time sell-out veterans of the Edinburgh Fringe will be doing their utmost to brighten up people’s day by making up songs based on live tweets and messages for eight hours, non-stop on Wednesday 7 May.
Between 9:30am and 5:30pm on Wednesday Kenco is inviting fans to tell The Bright Tones about their day using the hashtag #brightenmyday on Twitter or via a message on the campaign website which will also live-stream the five quick-witted comedians’ efforts.
“We think the band represents the Kenco Millicano Sunlight Blend brilliantly – they will brighten everyone’s day instantly, just like the bright new flavours of the coffee itself,” said Emily Woodward-Smith, brand manager at Kenco.
John Treacy, executive creative director at Proximity London, added: “We've created a rich, fun, participative idea that uses an innovative mix of social media and real-time improv. It dramatises the coffee’s promise of instantly brightening your day in a funny, personalised way.”
For the campaign Proximity has devised the strategy from idea to execution, including video production, digital activation and web design. Other agencies involved include PHD, Golin Harris, JWT and ARC.