Jaffa Cake lickable lift
The British have their peculiar sense of humor. When a tired office worker walks into the elevator over and over again … what is he thinking about? “I wanna go home, damn report, screaming boss, but above all I’m so hungry!” And this is where the problem was solved! …but in a very strange way.
The unusual marketing ploy was demonstrated by the company on the production of low-calorie cakes with various fillings dedicated to the 85th anniversary of the brand. Jaffa Cakes’ manufacturer McVitie brought this bizarre idea to life since he was inspired by the book Charlie and the Chocolate Factory, by Roald Dahl. The essence of the idea is in the following. The company decided to place more than 1300 cookies Jaffa Cake on the walls of the elevator of Engine Company on Great Portland Street in central London. Thus, they wanted to diversify life of the employees and raise their spirits. It took a month for technicians and artists to install the unique walls inside the elevator.
McVitie’s Jaffa Cakes chief Philippa Tilley noted: “We are all about bringing a bit more fun to life. …This was the perfect way to get a little joy straight to stressed-out office workers.”
The unique advertising campaign not only pleases, but also suggests some kind of suspicion – is it worth to lick these cookies while you never know who licked it before? The authors of this strange invention assure that the hygiene issue should not worry you even for a second. The fact is that the cookies are glued to the special wallpapers which cover walls of the elevator. After one of the cookies was used, the elevator operator replaces it with a new one. Thus, licking Jaffa Cake you can be sure that you are the first who touches it. Thus, you can get acquainted with the company’s product range, as well as to have a snack if you are hungry.
They say that in spite of the fear to eat someone else’s treat or, as a whole, to familiarly lick the walls in a public place, all the cookies from the wall are replaced by the new ones till end of the day. Even if it’s just a joke, it has made the most important thing for the company – caught the attention.