Takis® is set to make one of the most ambitious festival debuts of the summer as it brings the full-on Takis® brand experience to this year’s “Pepsi Max Presents Reading Festival” from 28th-30th August.
Built around high-volume sampling, high-energy participation, and round-the-clock visibility, Takis® activation will centre on a multi-sensory playground that features an elevated, 360-degree hub that’s set to draw people from right across the festival space and immerse them in a “choose-your-own-intensity” experience created for sharing, just like Takis®.
At the centre of the playground will be the Intensity Deck, an LED-lit environment that combines physical, sensory, emotional, and social intensity. Passing through the Intensity Deck festivalgoers will get to choose their flavour and this will trigger reactive light and sound that change with their behaviour. The result is a playful, high-impact hit of energy featuring a reflective interior that gives a taste of what it might feel like to party inside a bag of Takis®. And nobody will go home empty handed because every visit to the playground will end with a bag of Takis® – embedding sampling directly into the experience.
The purple, double-storey Takis® playground will feature tall, branded flags for long-range visibility and will operate day and night. Instantly recognisable from distance during the day it will be transformed into a beacon of colour, light, and movement after dark.
To supercharge participation there will be a series of bolt-on experiences. The Takis® Grabber will challenge guests to claim their very own Takis® merchandise, whilst a photo booth at the Intensity Deck will let them create a permanent memory of their Takis® experience.
Away from the playground, the Takis® sampling team will be heading into campsites during peak movement periods and VIP camping packages will feature Takis® product integrations.
The Takis® “Pepsi Max Presents Reading Festival” takeover will create an inclusive experience that allows each festivalgoer to engage at their own pace. By focusing on sensory intensity, social chaos, and reward-driven participation, Takis® aims to be one of the festival’s most visible and unmissable brands, ensuring that everyone who gets involved leaves with their own unique moment.
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