In order to promote its new flat white coffee, the Greggs brand recently launched a playful sleep-based activation along the Thames River in London. The innovative event featured several coffee-shaped sleep pods arranged on an area of lawn. Patrons and passersby were invited to test the theory that taking a power nap after drinking a small dose of caffeine can dramatically improve one's level of energy.
The unique activation was organized for the Greggs brand by agencies Havas PR Manchester, Platform and Splendid. Located at London's Potters Field Park, the promotion for its new flat white coffee were able to taste the new product and then tuck inside on of the sleep pods for a quick nap. The experience engaged both London locals and tourists alike.
Sleep-Based Brand Activations
This Bold Event from Greggs Promotes Its New Flat White Coffee
Trend Themes
1. Sleep-based Brand Activations - Disruptive innovation opportunity: Create sleep-based brand activations to engage consumers and promote products or services.
2. Power Napping - Disruptive innovation opportunity: Explore the benefits of power napping and develop products or services that facilitate and enhance power naps.
3. Caffeine and Energy - Disruptive innovation opportunity: Investigate the relationship between caffeine and energy levels to develop new coffee or beverage products that provide a boost of energy without disrupting sleep.
Industry Implications
1. Coffee - Disruptive innovation opportunity: Combine coffee with sleep-related experiences or products to create unique brand activations and enhance consumer engagement.
2. Event Planning - Disruptive innovation opportunity: Incorporate sleep-based elements into event planning and marketing strategies to create immersive and memorable experiences for participants.
3. Tourism - Disruptive innovation opportunity: Collaborate with tourist destinations to implement sleep-focused activations that attract visitors and provide a unique experience.