ERIDANIA

Eridania brings the taste of sugar-free cake on board the tram with IGPDecaux Brand Solutions on a journey through the heart of Milan

Eridania, one of the leading brands in the sweetener industry, chooses to plan an Out of Home campaign in collaboration with IGPDecaux to sponsor Eridania Zero, the sugar alternative that doesn't give up taste: aspartame-free and without aftertaste, with all the experience and quality of Eridania.

From 2 to 15 October, Eridania and IGPDecaux invited all sugar-free coffee lovers to a unique experience on board a tram in the city of Milan. Crossing the Lombard capital from east to west, the event tram gave Milanese citizens the chance to get on board and experience a special journey through the streets of the city centre while enjoying a good Segrafredo coffee accompanied by Eridania Zero sweetener. The Eridania-branded tram made "stop & go" stops from 11:00 am to 5:00 pm; starting from Piazza Fontana, continuing through Via Cantù, then passing through Missori, Porta Genova and Carrobbio.

The layout on board the tram, to the tune of blue and red (the brand's iconic colours), was a symbol of elegance and coziness with a bar counter dedicated to the preparation of coffee and small tables on which to rest comfortably while enjoying the journey.

The event tram was handled from a creative point of view by Access Live Communication, and from a design and implementation point of view by IGPDecaux's Brand Solutions team.

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Centro Direzionale Milanofiori
Strada 3, Palazzo B10
20057 - Assago - MI
Tel: 02/654651
Fax: 02/6599037

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