Crisp brand Takis is set to make one of the most ambitious festival debuts of the summer as it brings “the full-on brand experience” to this year’s Reading Festival next weekend (28-30 August).
Built around high‑volume sampling, high‑energy participation and round‑the‑clock visibility, the 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,” it said.
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 described as 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 the crisps.
In addition, nobody will go home empty handed as 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 further supercharge participation there will be a series of bolt‑on experiences. The Takis Grabber will challenge guests to claim Takis merchandise, whilst a photo booth at the Intensity Deck will let them create a permanent memory of their experience.
A Takis sampling team will be heading into campsites during peak movement periods and VIP camping packages will feature Takis product integrations.
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