The Cool Beans experience has been developed to promote the brand’s new Espresso Ice serve. It will act as a chill-out area throughout the day and a party arena, complete with a glowing neon sign, at night.
Visitors to the customised milk float will be able to sample the new iced concoction and party to music provided by in-house DJs. The activation will also house a face-painting studio.
Following its appearance at Lovebox, the Cool Beans experience will remain in Victoria Park for Citadel Festival on 19 July, before travelling to Bestival on the Isle of Wight in September.
The brand experience was developed by agency Frukt, which is now in its third year of working with Tia Maria. Jim Robinson, managing director of the agency, said: "The Tia Espresso Ice is a perfect festival drink.
"We’re excited about delivering it to festival-goers, and we get to do it from a customised milk float. Who wouldn’t want to see that?"
Gwilym Cooke, senior brand manager at Tia Maria, added: "Cool Beans represents a fantastic combination of the new Tia Espresso Ice serve, excellent music and face painting – all designed to enhance the festival experience for our consumers. It’s great to build on the previous years experiential campaigns with this new activation."
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