Douwe Egberts launches interactive push

Douwe Egberts is launching a major interactive television advertising campaign in the UK to push the launch of Café Switch, its newest drink.

Café Switch comes in small packs which, when repeatedly squeezed, turn it into a frothy coffee drink. It can be drunk by adding either hot or cold water and comes in three flavours: Creamy Pleasure, White Innocence and True Kick.

The campaign is being launched today (Monday) and will run across both digital terrestrial and satellite platforms, with the aim of developing strong brand awareness.

The interactive ads include a game, competition and recipes and allow viewers to request a sample of the product.

It has been developed with interactive TV advertising company Emuse Absolutely.

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