The activations will take place from mid-October until the end of the year at John Lewis and Currys stores nationwide. Altogether, 1,500 days of activity are planned, with the demonstrations targeting Christmas shoppers.
Tassimo brand ambassadors will encourage consumers to 'take a lucky sip' from a range of drinks produced by the brand’s hot beverage brewers, products, flavours and partnership brands. They will also encourage entry into a free prize draw.
Arc was appointed by Mondelez earlier this year to head up Tassimo’s activations and live experiences. These are produced in partnership with the brand’s roster agencies Elvis Communications, PHD, Mcgarrybowen and Golin Harris.
James Hick, assistant brand manager for Tassimo, said: "Arc and Tassimo have been working together for the past four months to get this programme off the ground and we're particularly excited about this new agency relationship and where it will take us in the future.
"Quarter four is the key selling period for our brand so we’re delighted to be partnering with such an experienced agency who are known for over-delivering in this area."
Charlotte Birley, board account director at Arc, added: "We are incredibly excited to kick off our 2014 campaign for Tassimo and really get under the skin of what the consumer wants and needs from the brand, to inform our strategy and thinking for next year’s activity.
"Our experience in the coffee category with Kenco and Carte Noire gives us the perfect grounding to develop a simple yet effective live brand experience for Tassimo during the festive period to maximise brewer sales."
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