SAMPLING CAMPAIGN SUPPORT FOR READY TO DRINK ILLY ISSIMO BRAND



illy issimo, the Italian-style ready to drink range of chilled coffee, is to feature in its first UK sampling campaign.

The highly targeted sampling, part of a European-wide ‘Live Intense Tour’, will focus on London during mid-July, targeting on the move consumers in high footfall locations in central London.

Over 10,000 bottles of illy issimo will be sampled, enabling people to enjoy illy’s unique 100% Arabica coffee blend and intense Italian espresso experience.

Working in partnership with Samsung and using its Galaxy K zoom smartphone to capture the intensity of people’s lives, illy issimo brand ambassadors will be encouraging on the move consumers to feature in a time-lapsed video dedicated to each city, including London, by having their photograph taken in front of a branded backdrop.

Victoria Hughes, Brand Manager at Euro Food Brands Ltd, sole UK distributor of illy issimo, comments: “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.

“We’re confident that illy issimo’s quality and intense Italian espresso taste will lead to very high levels of purchase after sampling. It’s all about awakening people’s senses and uplifting their day.”

The sampling activity will be backed by a wide-ranging PR and social media campaign, including a dedicated Facebook page tab (https://www.facebook.com/illyissimo/app_528845897219232 ).

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