Earlier this year Nestle took over a small coffee shop in Lower East Side, New York serving free coffee to customers to push the Coffee-Mate creamer. “Nothing new there”, I hear you say, except the barristers were wearing nothing but body paint: yes, totally starkers, not even under-crackers! Additional actors and models in body paint were sat amongst the regular customers having a coffee. In the buff – as you do!
It wasn’t so much the pop up café that made the headlines, but the resulting advertisement which has gone viral since being released last week. Hits on their Facebook page have increased by almost 50% and the advert has been picked up by the media and viewed many times on YouTube.
There is a growing trend for large companies to use pop up shops to support sales and marketing campaigns. This summer clothing retailer H&M held a six week residency in The Old Truman Brewery in Brick Lane to publicise their Divided Collection. Customers could shop the collection in a fun way, with the store laying on rotating DJ’s every day and a music pod for the playlists to be accessed.
American brand Aden + Anais, which sells muslin blankets, bibs and sleepwear for babies, launched its Night Sky range with a pop up shop within Harrods. Aden + Anais muslins adorn pretty much every celebrity baby born these days – Prince George was taken home from hospital wrapped in one of their blankets, and they are worn by everyone from Gwen Steffani to Beyonce’s children, but they don’t have a UK store, so the pop up shop in Harrods is massively important to their product campaigns.