CAMPAIGN: International Delight Cold Foam House
CLIENT: Danone – International Delight
AGENCY: Inspira Marketing Group
THE CHALLENGE
International Delight has long been known for bringing the flavor to coffee moments with their robust lineup of creamers. But in early 2024, they changed the coffee game entirely with a cold foam topper that doubles as a creamer. This innovative product made it easy for anyone to make coffeehouse-quality coffee drinks at home. Our job was to help Gen Z discover this new offering with an idea as bold as the brand’s “wild child” personality.
RELATIONSHIP OPPORTUNITY
Even against an inflationary economy, Gen Z won’t sacrifice indulging in elevated coffee drinks. They’re also extremely trend-conscious, inspired by novelty and the thrill of discovery. So, despite cold foam having a mass appeal, we knew this specific audience would be the ideal target for this new product.
OUR SOLUTION
We partnered with Coachella to create the International Delight Cold Foam House. A multi-sensory experience designed to inspire this audience to extend the cold foam trend to their own kitchens. Over two sun-soaked weekends, we engaged with thousands of fans looking for a pick me up that could also cool them down. And our cold foam over cold brew was exactly what they wanted.
Our activation invited fans to swing on an oversized cold foam coffee cup, create one-of-a-kind foam-inspired beats, capture a “mugmoji” photo opp, and engage with a 10-foot touchscreen glass filled with cascading digital foam, all while sampling the variety of flavors served by International Delight brand ambassadors. Samples were also distributed throughout the Coachella grounds via brand ambassadors wearing branded dispensing backpacks, while additional awareness and hype was generated by our partnership with celebrity, Victoria Justice who knew exactly how add some flavor to our overall experience.
THE RESULTS
The foam was cold, but the results were hot.
- 357M Earned and Influencer Impressions
- 8M Paid Impressions
- 48 Earned Media Placements
- 33K Samples Distributed
- 26-minute Average Dwell Time at Footprint
