Unilever soft drinks brand in Closer drive

Agency Closer is running a nationwide experiential campaign for Unilever UK Foods Adez, a range of healthy drinks made with fruit juices and soya.

It is Unilever UK Foods first major brand launch in 12 years and the experiential element is part of a larger integrated marketing campaign that includes television and press adverts.

Activity began on 2 June and will run until 29 October. Closer staff operating an Adez bar are aiming to hand out 1.5 million samples at shopping centres, train stations and gyms.

A 200ml chilled carton is dispensed via 'space packs' worn by staff who persuade passers-by to take 'five minutes time out with Adez to enjoy the benefits of the nutritious drink'.

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