Kinetic, the UK’s leading Out-of-Home (OOH) agency, and media agency Wavemaker, have partnered with Volvic, part of Danone Waters, to deliver its most impactful OOH campaign yet. The campaign enables commuters to be immersed into the delicious world of Touch of Fruit through a fully scented tunnel take-over in London’s Kings Cross station. The campaign will hero the brand’s new Special Edition flavour, Rhubarb Sugar Free.
Through the OOH installation, passers-by will be able to smell the scent of rhubarb via microbeads printed into twenty 12-inch graphic posters; an innovation pioneered by TfL and Exterion Media. As one of the UK’s most on-trend flavours, Touch of Fruit Sugar Free Rhubarb is set to make a splash this summer as it hits stores around the UK. The latest product launch from Volvic taps into the ever-growing trend towards sugar free drinks, targeting the health-conscious consumer who doesn’t want to compromise on great taste.
This will be the first time a scented campaign has taken place at King’s Cross. As one of the UK’s busiest train stations for rail travel as well as retail leisure, the adverts will be featured in a prominent, high-profile location targeting both shoppers and commuters alike.
Hannah Brooks, creative project manager at Kinetic said, “We’re excited to help bring a fruity, sensory taste of summer to London’s world-famous King’s Cross station through this innovative, unique OOH creative. The campaign showcases the infinite possibilities of OOH advertising by using olfactory senses to connect ‘on-the-go’ consumers to brands as they’re passing by.”
Maria-Tzina Leria, brand manager at Volvic said, “We know our sense of smell and taste are intrinsically linked, and this new experiential advert allows us to give commuters a treat for the senses, so that they can experience our new rhubarb flavour in a really memorable and disruptive way.”