Emmi will encourage consumers to #MakeItAYayDay as part of a new £3 million marketing campaign for its on-the-go cold coffee brand, Emmi Caffé Latte.
The campaign will implore consumers to break out of their daily routines by doing something spontaneous and light-hearted, then sharing it online using the dedicated hashtag. The shift in brand outlook embraces the now popularly accepted marketing maxim that happy vibes equals loyal customers, Emmi said, and aims to drive a real-time increase in popularity, both in larger distribution points and in smaller convenience formats across the UK.
Targeting 15–30-year-olds throughout the summer, #MakeItAYayDay will also be the first of its kind to customise streaming service Spotify, allowing users to enhance – or “yay” – their existing playlists, complementing them with similar or faster tempo tracks.
It has also claimed to be the first iced coffee brand to utilise Snapchat, with adverts that will run among user-generated content.
Emmi UK head of marketing Laura Graham said: “The size of the iced coffee market in the UK is growing and we are emerging leaders in year-on-year sales growth. The #MakeItAYayDay campaign harnesses all relevant marketing media unlike any of our competitors and we are confident this investment will drive demand for an already firmly established product range.
“We chose the London-based social-first marketing agency Things Unlimited to orchestrate the #MakeItAYayDay campaign because they have a proven track record for driving social engagement and consumer demand for other brand leaders including Häagen-Dazs.”
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