Tired of the usual roadshows with pretentious promoters and inane entertainment? Here's something novel for a change.
In an ingenious use of their product employing one of PR's oldest trick, biscuit manufacturer Jacob's recently hit the headlines with their attempt to build Singapore's biggest biscuit sculpture. Their fabulous feat of food art sits on a platform measuring about 6 by 1.2 metres, with more than 24,000 biscuits from 13 varieties employed. Called Jacob's Biscuit World, this event showed that biscuits can do a lot more than just stuff your stomach.
I caught some of the action yesterday at Bishan Junction 8 while meeting the Friends of Yesterday (pun unintended).
A nicely themed standee complete with all the right brand colours and imagery. Notice the prominent messaging of the Largest Biscuit Sculpture in Singapore.
A stage complete with similarly branded backdrop was built for the occasion. Notice how the kids and their parents are enjoying this.
Some of the interactive games onsite include this giant jigsaw puzzle.
Finally, the flour-filled fantasy itself. Some of Jacob's masterpieces include the Esplanade in Singapore, Eiffel Tower, Great Pyramid of Giza, Great Wall of China, Taj Mahal, and Malaysia's Petronas Twin Towers (which are the tallest standing at a grand two metres of height).
Panels along the scrumptious sculptures do two roles. They provide a bit of education about the various architectural wonders depicted while describing the various delicious delights that the company makes.
Here's a closer shot of the tasty Taj Mahal momentary monument...
...and one of the Eiffel Tower all the way from the biscuit factory.
Obviously, Jacob's didn't build the sculpture just purely for entertainment. Here you can see stacks and stacks of biscuits being sold at special prices.
Obviously, they must be doing something right, judging from the crowds rushing to buy their biscuits for tea.
Labels: biscuit, entertainment economy, experiential marketing, Jacob's, lifestyle