Wax Live, experiential specialists and part of Wax Communications, has created an in-store tropical ‘Cadbury Dessert Island’ experience around Cadbury’s Twin Pots, Chocolate Mousse and Trifle for client Müller.

The island, complete with beach hut and tropical back-drop, will be appearing outside top end grocers Tesco, Asda, Sainsbury’s and Morrisons across the country from mid August through September.

Staff wearing branded Hawaiian shirts will hand out samples, and a guerrilla campaign will run alongside the in-store one, on high streets, outside train stations and other high footfall areas.

Lucy Pearce, Wax Live experiential director, says:

“The Dessert Island is a real show-stopper and will provide shoppers with a taste of island living to create a fun focus for the selection of Cadbury’s chilled desserts and front of store buzz.”

A spokesperson for Müller commented:

“The ‘dessert’ island is a fun idea that grabbed us right from the start as it fits well with the light-hearted, playful essence of the brand.

It’s bound to get people talking wherever it appears and consumers can experience and interact with the Cadbury chilled desserts brand.”

Remington has hired Wax Live to its agency roster with a brief to create an experiential campaign for hair-straightening product Shine Therapy.

Initial activity will run in shopping centres nationwide from 18 September to 29 October.

Consumers will be given the opportunity to have their hair styled and receive money-off coupons for the product in Argos and Boots.

The centrepiece of the campaign will be a “Cinderella-style” carriage.

Participating shopping centres will include Kent’s Bluewater and the Birmingham Bullring.

Remington has also briefed Wax to work on a partnership campaign, entitled Great Britain Shines, with fashion and beauty website glamour.com.

The portal will post photos of those people taking part in the experiential campaign.

The brand is planning to launch a transactional site as part of a strategy to reinforce its digital presence.

The website is expected to go live at the end of the year. Remington has hired agency Fuse Digital to work on the portal.

Wax’s appointment follows Remington’s recent decision to hand its £5 million pan-European advertising business to Albion.

In 2007, the brand split with its global agency Grey Worldwide.