Live brand experience: Dri Dri turns hotel into a beach to promote tasty ice creams

Dri Dri is offering visitors the chance to sample ice-cream flavours as part of its live brand experience – and with temperatures in the UK higher than the Caribbean, the event couldn't have come at a better time.

Gelateria brand Dri Dri is launching a summer-long brand experience to promote its ice cream and sorbet flavours, Event magazine reports.

As part of the event, it has transformed London St Martin's Lane Hotel into a Positano-inspired beach scene, with brightly coloured beach huts and furniture, so as well as enjoying some delicious ice cream, visitors can feel like they are on the beach.

Luxurious flavours include Sorbetto alla Pera Comice (comice pear sorbet), Biscotto (cookies and cream) and the new Salted Caramel, made with caramel from white cane sugar and Himalayan pink salt.

Recently, soft drinks company Britvic launched a live brand experience to promote its range of hot-cold drinks such as Lipton's iced tea – a cool choice which would also be welcome by boiling Brits today.

Posted by David Farrior