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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Fuller, Smith & Turner PLC (Fuller’s), the London brewer and premium pub company, has just launched London Pride Unfiltered, which it says is its biggest beer launch in a generation, at the four-day long Craft Beer Rising event in the former Truman Brewery in London’s East End which took place this weekend.

The event started with a trade-only day on February 22^nd,and opened to the public from February 23^rd until February 25^th. Fulham-based agency marketing agency ignis created an activation space to bring the new product and the Fuller’s brand to life for the event.

London Pride Unfiltered is a 4.1% unfiltered variant of one of the UK’s favourite beers and comes in 30 litre kegs, which Fullers says will open the brand up to a new consumer and a new drinking occasion.

ignis Executive Creative Director, Nick Peters, says: “Craft Beer Rising provides a fantastic opportunity to introduce the brand to a new audience, as well as those well versed in London Pride cask. When it came to designing the space, it was important to ensure that it showcased ‘Unfiltered’, not just as a process, but as a unique attitude, rooted in contemporary London.”

The beer is brewed true to London Pride’s original recipe, but is then dry hopped with Target Hops for added character and flavour. With the goal of making the beer as natural as possible, the beer is centrifuged, but not filtered or pasteurised, to retain taste, complexity and Fuller’s character. The result, according to Fuller’s, is a hazy, hoppy, tasty beer in a keg, served at between 4° and 6° degrees, which delivers quality and flavour.

Fullers Beer Company managing director Simon Dodd observes: “The London Pride brand name has heritage and authenticity and we now feel the time has come to leverage these qualities and bring London Pride to a more contemporary environment. Our excellent brewing team has taken the same great recipe and, by dry hopping the beer at the end, created a beer, in keg, that has balance, flavour and is true to the character of any Fullers beer.”

Fuller, Smith and Turner is an independent traditional family brewer founded in 1845 and based at the historic Griffin Brewery in Chiswick, London, where brewing has taken place continuously since 1654. The Fuller’s Beer Company brews a portfolio of premium beers including London Pride, Oliver’s Island, ESB, Organic Honey Dew and Frontier Craft Lager. In June 2013, the Company acquired Cornish Orchards, a craft cider maker producing a range of award-winning ciders and premium soft drinks. Fuller’s is also the UK distributor for premier US craft beer Sierra Nevada.

ignis is a multi-award winning independent brand activation agency based in Fulham. It has worked for clients including Jameson Whiskey, Sheraton Hotels, FST, Betfair and Cuticura.

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