Lyle’s Golden Syrup has kicked off a UK-wide tasting tour today (14 January) in London, as it looks to reinforce its Smile with Lyle’s platform.
As part of the campaign the brand has created a “smile activated” dispenser which pours Lyle’s Golden Syrup as the built-in smile sensors map consumer’s faces.
The brand kicked off the tour at London’s Victoria Station today where passers-by were treated to a pot of porridge topped with Lyle’s Golden Syrup.
The dispenser forms part of the brands fully integrated marketing campaign and was created in response to a report commissioned by Lyle’s Golden Syrup called Beating the Winter Blues– a study which looked at the easy steps the nation can take to make them feel happier and healthier.
Sara Harrison at Lyle's Golden Syrup commented: “A cold and dark January can be a tough month so to help Brits kick start their day in the right way by boosting their mood and enjoying the benefits of a warming breakfast, we're encouraging the nation to smile in exchange for a bowl of porridge with a generous helping of Lyle's Golden Syrup.
“It's wonderful how a simple smile can instantly make you feel better and in-turn its contagious effect on others. We want to spread smiles across the UK with the simple joy that a squeeze of Lyle’s Golden Syrup brings at breakfast.”
The dispenser will now tour around the UK throughout January visiting a number of train stations.