Body care brand Palmer’s has unveiled its first-ever pop-up activation inside Westfield White City.
The ‘Vanilla Dreams Diner’ pop-up will run from March 27 to March 29 and has been styled to look like a retro diner in shades of pastel purple and white. It will also feature yellow and orange accents.
When visiting the pop-up, consumers will be seated at the counter and served the brand’s new Tahitian Vanilla product range. Each product will be listed on the accompanying menu.
Visitors who answer the quiz questions will receive two treat tokens upon giving their answers to the pop-up staff. One token can be used on the gumball machine, where shoppers will receive two free samples of the Tahitian Vanilla Body Oil and Body Lotion. They will also be in with a chance of winning a bespoke Palmer’s Tahitian Vanilla vintage tote bag.
Palmer’s marketing director Zahira Beddou, said: “We wanted to create a fun, immersive space where consumers can experience the sensory side of Palmer’s new Tahitian Vanilla range firsthand.
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“This is the first time we have done an activation of this kind, and we are excited to see consumer response, especially as pop-ups have become such a popular way to reach the end user at the start of their product discovery journey.”
The other token can be used for the jukebox plinko game, which offers consumers the chance to win a soft-serve ice cream, an ice cream keyring or a full-size product from Palmer’s new range.
There will also be selfie opportunities available with a giant shopping bag containing life-size products.
Backlash’s senior art director Jen Hernon said: “Everything about the new campaign, from the chequered patterns to the colour palette, naturally lent itself to a retro, dessert-diner style concept.
“We created the Vanilla Dreams Diner as a playful, immersive space and the perfect sweet spot to introduce the new Tahitian Vanilla range. It was designed to encourage interaction, inviting visitors to explore and engage with the products first before earning tokens they could use across the stand for the chance to win prizes relating to all things soft and sweet.”
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