USP Partner and Emmi Caffè Latte refresh the summer

Summertime is iced coffee time: with an on-pack promotion, Emmi Caffè Latte gave away a weekly city trip throughout the summer. To activate the promotion, USP Partner designed and implemented a "Summer Challenge" on behalf of Emmi Switzerland and invited the target group to enjoy an iced refreshment - literally in the ice bath of Emmi Caffè Latte.

With sunshine and hot temperatures, a soothing refreshment was particularly sought after. At the Summer Challenge, Emmi Caffè Latte offered a double treat: ice-cold Emmi Caffè Latte provided refreshment, and an ice bath awaited the very brave - a mobile "bathtub" filled with ice, with which the target group could refresh themselves all over. The daredevils were rewarded with an appropriate instant prize.

Over three days, the promo teams were out and about in three different cities along river and lakeside promenades, refreshing the target group with cool samples as well as the ice bath and supporting with equipment and manpower the numerous bathers who sought cooling on and in the water with inflatable boats and inflatable flamingos.

The many positive reactions were captured in three mood films, which were supplemented with the tagon for onpack promotion and thus played out as suitable brand content and to further activate the competition on social media as well as other digital channels.

USP was responsible for the overall concept including planning and realization of the summer activity.


Responsible at Emmi Switzerland: Mathurin Blumer (Brand Manager Emmi Caffè Latte), Lena Erni (Junior Brand Manager Emmi Caffè Latte). Responsible agency: USP Partner (concept & overall project responsibility for planning & realization).


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