Fruit brand Zespri is branding itself with a series of early morning activities, including a pre-work party in the CBD.
The idea is to create seven days of positivity and experiences, culminating in Asia’s first-ever pre-work party with Morning Gloryville from the UK.
“Golden Mornings offers Singaporeans a positive way to start their day through a series of experiential events that focuses on health, fitness and wellness–set within Singapore’s Central Business District,” said the agency.
“Considering the product is a golden, or yellow coloured Kiwi instead of the expected green one, we linked this product truth with a time of the day we wanted Zespri to own–Mornings–and developed a series of amazing experiences to really allow Zespri’s SunGold Kiwis to become synonymous with mornings.” said Mavis Neo, creative director at TSLA.
“The core of the campaign is socially and culturally aligned with the unique motivations of our target audience. The content we picked is self-selecting seeing that only the people we really want will get excited by Asia’s 1st ever pre-work morning rave, or waking up to sunrise Yoga with a world renowned Yogi on the roof of an office building in the CBD.” she added.
Golden Mornings kick started on 8 June with a SunGold kiwi-themed “Ride with the Pack” spinning class by CruCycle. This sweaty, high-intensity interval training class took place in a darkened room on a stationery bicycle, accompanied by upbeat music, and led by an enthusiastic Kiwi mascot for laughs.
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Wednesday sees a Golden Salutations yoga session held by Acro Yoga guru, Chelsey Korus (L.A), rhythmed to a “live” DJ set overlooking the city skyline atop One Fullerton. Chelsey Korus, specially flown in for this event, is famed for her lessons on popular yoga website, YogaGlo.
Friday will see the week end with a pre-work workout party with Morning Gloryville (U.K)–the team who have held daytime parties in 23 cities across the UK, Australia and Europe. Instigators of the ‘conscious clubbing’ movement, the event sees fruit juice replacing alcohol, and a healthy raw foods breakfast spread prepared by chef Sandra Lee.
Aside from the active morning workouts, bottles of ‘Kooze’ juice and kiwifruit packs giveaways right in the heart of CBD.
Participation is free for these events, but the public can register at www.wakeupwithakiwi.com.