Taking on board the ‘sunny’ theme of the new coffee variant, Arc will offer consumers the chance to play sunshine-inspired songs on a piano while they sample the product.
The campaign, which began on 9 May, will run for six weeks throughout UK shopping centres, including Westfield London and the Bullring in Birmingham.
Passers-by can play the piano with their feet, performing sun-based tunes such as Walking on Sunshine and Here Comes the Sun with the help of light-up keys.
Emily Woodward-Smith, assistant brand manager at Kenco, said: "Kenco Millicano Sunlight Blend is a great new addition to our portfolio and we’re looking forward to engaging with consumers in a live environment.
"The experiential roadshow is an integral part of our launch campaign as trial is key to encourage purchase. The giant piano experience with the sunny tunes adds an element of fun and excitement which, like the coffee, will instantly brighten the day of those who participate or even watch."
Will Glynn-Jones, head of experiential at Arc London, added: "Building on the success of Kenco Millicano Wholebean Instant, the launch of Kenco Millicano Sunlight Blend has been an excellent opportunity for Arc and Kenco’s parent company Mondelez to bring to life the new product development in a fun and engaging way.
"Our activity will of course allow the consumer to trial the product but also engage with our giant interactive piano to immerse themselves in an entertaining, positive brand experience."
Kenco has previously worked with Proximity London , who were restyled as The Bright Tones to promote the Sunlight Blend.
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