Need to Know #31 Rekorderlig invents the “Cold Sauna,” Cadbury’s launches a free beach shuttle service, Specsavers’ eyescreen van, and Beavertown takes on loneliness. 

Rekorderlig invents the “Cold Sauna” 

With summer coming to a close commuters all over the country are still feeling the heat.With Londoners consistently caught between the heat of the  Central Line and the heat of the sun,, Swedish Cider brand Rekorderlig sought to help commuters cool off with the world’s first “Cold Sauna.” 

Invented to celebrate the launch of their new Peach-Raspberry flavour, Rekordlig linked everything back to the fruit – right down to the colour – by jumping on the social-media buzz of the newly coined ‘Peach Fuzz’ colour. The Cold Sauna was also, of course, in the shape of a giant peach, and offered a place for commuters to relax and “park their peach.”

The Cold Sauna, a unique oasis amidst the Central LineLine’st, invited Londoners to experience its refreshing 16 C degrees temperature-controlled environment at Broadgate Tower, Hackney Bridge, and Liverpool Street stations. And to top it all off, Rekorderlig handed out a free can of the new peach-flavoured cider to the first 400 visitors. 

This masterclass in innovative experiential marketing was a great example of a brand understanding what its target audience wants and offering a fun solution to something even as mundane as an unbearably hot commute.

Cadbury X First Bus beach shuttle service

Summer obviously isn’t all about the hot and stuffy commutes and keeping cool. It’s the perfect time to get down to the beach and make the most of some sun and sea. However, a recent research survey from Cadbury showed that 70% of parents rarely take their kids to the beach due to stress or high costs. 

So Cadbury Flake teamed up with First Bus to launch the free “99 Bus” service to get families to the seaside, feel the sea breeze on their faces, and catch some rays. Cadbury invited parents to book their free shuttle service online to Southend-on-sea and Bridlington beaches and get a slice of what nearly 100% of respondents called a British Institution. 

This expertly executed CSR campaign marked the 200th anniversary of the Cadbury brand and, by partnering with First Bus, put the brand’s long-standing passion for British culture into action. Despite not achieving huge PR wins outside of the local titles, this is a great example of how an activation can strengthen cultural ties with a brand’s fanbase. 

Accessible and stress-free travel has long been a barrier to fun experiences, and the two brands have created an activation that exemplifies all of what’s right with Great British brands. The 99 Bus truly shows the upside potential of how a simple research project can be the basis of a truly captivating campaign.

Specsavers’ eyescreen van

There are not many universal truths in this world, but if there is one thing everyone can agree on, it is that kids love ice cream. In a genius effort to boost brand visibility, Specsavers leveraged this universal truth to address the important public issue of child eyesight with the very first Eye Screen Van. 

This brilliant activation was born after the shocking realisation that 25% of children aged 4-16 have never tested their eyesight, despite 26% of parents noting issues at school possibly due to eyesight. Amongst other eye-opening results, the research also showed that 35% are scared an eye test will hurt, revealing the obvious need for the Eye Screen Van.

The Eye Screen Van is an ideal vessel  for the brand’s mission of promoting the importance of early detection and regular eye examinations for supporting a child’s educational and social development. And to really get into the spirit of summer, and perhaps as a bribe, the Eye Screen Van gave away free ice lollies to create an approachable environment that eased children’s anxieties. 

This is a great example of how brands can get involved in important public health matters and amplify their mission through immensely PRable campaigns. And what’s more, it is another case study of the power of hard facts to make the basis of a heartwarming activation. 

Beavertown takes on loneliness

Introducing yourself to strangers is hard. The risk of an awkward silence. The danger of an unexpected tumbleweed  driving past behind you. People in general, and over a third of Brits in particular, dislike introducing themselves to strangers. 

To bring back the historically world-renowned British social confidence, Beavertown has introduced conversation-starting stools across the UK with their “Is this Seat Taken?” brand activation to tackle loneliness. By transforming a simple bar stall into a social mechanic, this initiative taps into the human need for connection, making it easier for people to break the ice in social settings.

When someone sits on one of these uniquely designed stools, they are prompted to introduce themselves to the table and give a hearty traditional British “cheers.” This requirement not only encourages interaction but also lowers the barriers of social awkwardness, creating a more inviting and communal atmosphere within the pub.

This is a brilliant example of experiential marketing that aligns with broader cultural insights, the universal truth of social anxiety, and good hard data. Beyond just being a fun gimmick, the stools serve as a catalyst for new connections. It’s a refreshing reminder that sometimes, all it takes to bring people together is a gentle nudge in the right direction.

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