To launch its newest product, the Dairy Milk Big Taste Peanut Caramel Crisp, Cadbury is teaming up with 1Rebel to offer unique fitness classes in London.
The 'Jaw Gym Class' is a 45-minute session that will have attendees performing "jaw cardio," "jaw stretches" and even "jaw push-ups," all with the intention of getting the jaw strong and ready to chew. Following the unique workout, participants will be given a taste of the new Cadbury Dairy Milk product flavor.
With the rise of athleticism and athleisure, novelty gym workouts have become a popular way for brands to create special experiences. For instance, Stubhub launched a 'Crowd Surf Ready' class to get music-lovers ready for concerts and David Lloyd Clubs now offers a bed-based 'Napercise Class' for tired adults.
Key Themes Behind This Trend
- Novelty Gym Workouts
- Unique and uncommon workouts as a special brand experience
- Athleisure
- Fashionable and comfortable clothing that is suitable for exercise
- Product Tie-ins
- Partnering with brands to create unique experiences to promote new products
Where This Applies
- Fitness
- Opportunities to create unique workout experiences that stand out in a crowded marketplace
- Food and Beverage
- Innovative ways to promote and market new products through experiential events and tie-ins with other industries
- Entertainment
- Creating fitness classes geared towards or inspired by concerts, movies or other forms of entertainment
