Volvo Car UK marked the UK unveiling of the brand new XC40 with a simultaneous nationwide launch event last night (Thursday 22nd February) at around 100 retailers across the country, culminating in a prize draw with one winner driving home a Volvo XC40 R-Design.

Another 100 attendees won Harmon Kardon wireless sound sticks, to celebrate the state-of-the-art Harmon Kardon sound systems featured in the Volvo XC40

The event was created and delivered by experience agency TRO.

The event hospitality creative was centered on how simplifying and decluttering life can make people feel more fulfilled – much like Volvo’s products.

The XC40 is Volvo’s first ever premium compact SUV, and was recently named What Car? Car of the Year 2018, just four months after going on sale. It features much of the advanced connectivity, entertainment and safety technology found on Volvo’s larger XC60, S90, V90 and XC90 models.

Amy Lees, Product Marketing Manager at Volvo Car UK, said: “The XC40 represents Volvo’s progressive mindset and Swedish design creativity at its finest. We are incredibly proud of it, and wanted to celebrate the UK launch with our retail network at the very heart of the activity.”

Emma de Pfeiffer-Key, Account Director at TRO, adds: “It’s exciting to be so intrinsic to the UK reveal of such a fantastic product. The compact SUV segment is certainly a significant one, and we look forward to helping Volvo reach a whole new audience with this streamlined activity programme, driving footfall to retailers across the country.”

TRO, which was founded in the UK in 1982 as The Russell Organisation, is a global agency specializing in experiential and live marketing, events and retail. It is now an Omnicom Group company. TRO clients have included Nissan, BMW, Volvo, Lipton, British Airways, North Face and Guinness.

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Soft drink brand Robinsons is backing the launch of two new ranges designed especially for adults, Fruit Creations and Fruit Cordials, with a pop-up named ‘Cordially Invited’, an exclusive new drinking experience in central London.

‘Cordially Invited’ will open its doors to the public on Wednesday, January 31st 2018, from 9.00am to 3.30pm at Hello Love, 64 Southampton Row, Bloomsbury, London WC1B 4AR.

Robinsons says that, for one day only, “people will be able to immerse themselves in a world of delicious fruity flavours and trick their taste buds with some fun sensory experiments.”

Fruit Creations and Fruit Cordials contain flavour combinations targeted at a more grown up palette, featuring a wide range of flavours, including Zesty Orange & Mango, Crisp Elderflower & Pressed Apple and Crushed Lime & Mint. Robinsons Fruit Creations contains no added sugar and twice the fruit of Robinsons single concentrate. Robinsons Fruit Cordials are supposed to be a sophisticated twist on squash with combinations of real fruit and botanicals flavours.

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Europe’s “first chia seed based drink”, wow, has appointed Diffusion as its retained agency to handle its launch in the UK, following a competitive pitch.

wow is made by cold-pressing fruit and vegetables and adding hydrated chia seeds. As a ‘superfood’, chia seeds are supposed to help hydrate the body, boost metabolism and activate glycogen, which burns fat and provides a feeling of fullness, according to the brand.

Diffusion has been chosen to build brand awareness for wow with a content-driven campaign. The team will develop and implement an integrated campaign to convey wow’s “Made Amazing” proposition.

Working alongside the brand’s internal marketing and comms team, Diffusion will create a series of consumer activations, provide a press office function, and run events as well as experiential, blogger, vlogger and influencer engagement programmes to “inspire and excite” the brand’s target audience.

Oliver Dickinson, co-founder of Wow Food & Drinks, the company behind wow, said: “As the first offering of its kind in Europe, we needed an agency with a fresh and creative approach to build awareness for wow and capture the imagination our target audience. The Diffusion team has strong experience in the food and drink category and with new FMCG product launches.”

Remy Le Fèvre, head of consumer at Diffusion, added: “As the first chia seed based drink in the UK, we’re really excited to introduce wow to consumers and the industry. It’s no secret that the UK drinks market is hugely competitive which is why it’s essential for brands such as wow to build meaningful and authentic relationships with consumers. Diffusion’s campaign will draw on our experience working with challenger brands in the food and drink space, and our extensive network of media and influencers.”

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