Creme Egg Cafe, Sensory Marketing and Brand Experience

It is that time of the year again, Easter. Personally, the first thing I think about when Easter is discussed is chocolate, chocolate and more chocolate. This year, well known chocolate creators, Cadburys decided to open up a pop up shop in Soho, London to do something new and different with their Easter favourite the crème egg. The shop is open for 7 weeks and allows consumers to try out recipes that have been chosen and created based on their online recommendations.

The Cafe in it's glory, from an outdoor perspective

 The shop shouts sensory marketing with their bright, well known colours: purple, red and yellow, which are plastered on the inside and the outside. The glass window on the shop front also allows people who are passing by to see what is inside. This is useful, as it can help Cadburys draw in attention, as the first thing they see when they peer in are words and people; firstly making them wonder what the commotion is all about and secondly drawing them in to read the bright font/happy typography.

 The idea that consumers can also smell the wonderful sensation of what is being cooked, hints that by exploiting an individual’s smell sense, they can be drawn in. This is especially beneficial when trying to make extra sales from people who are already part of the experience, for example, if a consumer takes a friend with them who may not be interested, the sight and smell of other people’s orders may produce a reaction from their senses, causing them to want to share the same experience that people around them are having. This therefore shows that by drawing someone into an experience through their senses can actually condition the individual to do something the brand wants them to. E.g. The smell of something tasty can make an individual want to eat, or watching someone eat one of the crème egg creations, which is only available for 7 weeks, may lead the individual to buying a product too.

Popular creation, the 'creme egg toastie'

The café has 3 different floors of experiences, including an interactive ball pit, which allows all consumers to have fun and gives them a physical, tangible activity to remember and feel. The addition of a ball pool adds extra value to the experience, as it is an opportunity for the adult consumers to have a laugh and bring back memories of when they were young and had their own ball pools to mess around in. This is a form of nostalgia, which creates a great brand experience, as it becomes active immersion. This is because it allows consumers to actively take part in activities, but also allows them to choose which floor of participation they want to be on e.g. café, cocktail bar or ball pool.

customer enjoying her experience

 I reckon it is quite easy to say that the Crème Egg café’s creative, experiential ideas have definitely helped then in sales and marketing departments, as the engagement of consumers has led to the company getting recognition online though: Youtube, newspapers, Facebook, Twitter, Instagram and also blogs; thus helping them gain a better reputation and also creating brand loyalty or even advocacy through those who have participated and shared their happy experiences; hoping it will be back next year! 

Would anyone else want to go if they had the chance, or is it possible that the cafe is actually overrated because of the hype?