Britivic challenges consumers with touchscreen-game vending machines
Consumers can test their mental agility on touchscreen vending machines owned by Britivic that reward consumers with a free soft drink.
The vending machines for Juicy Drench spring water, which will be installed in UK cities from this month, have touch-screens programmed with a number of fun games that test mental agility in order to demonstrate that brains perform best when they’re hydrated, according to Britivic Soft Drinks.
The marketing initiative for the drink is the latest example of a big brand using “smart” vending machines to interact with customers.
In June, Unilever announced plans for vending machines that use face-recognition technology to give consumers’ free ice cream in return for a smile.
The Juicy vending machine will be installed in shopping centres and train stations in London, Manchester, Bristol and Birmingham. Customers will be able to try 40 different games, ranging from maths tasks to ’spot the difference’ challenges. The games can also be played played online.
Laura Molloy, senior brand manager at Drench said: “We are always looking into fun ways to communicate the message that brains perform best when they’re hydrated, and we thought there was no better way than creating a vending machine with a unique twist.”
Recently Drench launched a “cubehead” cinema ad campaign.
· 16 to 24 year olds are not inclined to resort to instant coffee, with only 67% saying that they drank it in the past month.
· By contrast, over 55s heartily approve of instant coffee, with 86% saying that they have had instant at least once in the past month.
· 67% of consumers associate coffee with the word ‘stimulating’.
· A fewer proportion of Londoners (69%) drank instant coffee in the past month than anywhere else in the UK.
· The North (84%) is the region with the most drinkers of instant brands (Nescafe, Kenco etc.).