Biscoff Launches ‘DM a Lonely Cup’ Campaign to Celebrate Tea and Coffee Pairing
Biscoff has rolled out its 'DM a Lonely Cup' campaign, inviting consumers to pair their tea or coffee with its signature cookie through digital and on-ground activations.
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Biscoff has unveiled a new integrated campaign for its products with the theme of 'DM a Lonely Cup' aimed at encouraging consumers to celebrate the iconic pairing of the brand with tea and coffee through social media engagement, augmented reality experiences and on-ground activations.
The campaign plays on the idea that tea and coffee are inextricable from everyday life in India and urges people to help find, share and “rescue” lonely cups by pairing them with a Biscoff cookie. The campaign aims to reinforce the brand’s positioning of being the perfect companion to every cup of tea or coffee.
The campaign will also invite consumers to send in photos of their tea or coffee cups for the opportunity to win one of 1,000 Biscoff Rescue Kits, which will include a custom Biscoff cookie sleeve and cookies. There’s also an interactive AR Lens on Snapchat where users can be virtually part of the experience.
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Check out the campaign here:
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Consumer Engagement:
Commenting on the campaign, Nitin Saini, Vice President – Marketing, Mondelez India said, “This initiative takes an everyday ritual of tea or coffee and turns it into a delightful consumer experience. “Some pairings are just meant to be together, and Biscoff with a cuppa or coffee is one of them. “We’re inviting consumers to celebrate the little moments they already love in a fun and memorable way with ‘DM a Lonely Cup,’” he said.
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In addition to digital platforms, the campaign will feature smart vending machines called Biscoff Dispensers at places like Cyber Hub and Palladium Mall. Visitors can put their takeaway tea or coffee cup in front of the sensor, which detects the “lonely” cup and dispenses a freebie Biscoff sampler.
With social media participation, immersive technology and experiential activations, Biscoff aims to enhance consumer engagement, while strengthening its association with one of India’s most loved daily beverage ritual.
