Pyramids & Pigs – an interesting couple of weeks, even by our standards

May 2, 2013

in Print work

TLC LaunchIn March we were approached by our client Discovery Networks UK to help with the promotion and launch of their brand new channel, TLC.  The project had two areas – one to announce the launch with TV journalists and one for a give-away as guests were leaving the launch party.


Did you know that in baking fashion, macarons are the new cupcake?  It was news to us but being the trendy lot that they are, TLC knew it and they wanted to send specially baked macarons out to all key press and clients across London to announce the launch of the new channel. 

How do you present macarons?  In a box?  Yes, that’d be the easy answer wouldn’t it?  Who wants easy?  Not us and not Discovery Networks so between us we came up with a presentation idea of a macaron pyramid.  The final mechanic consisted of a white plastic pyramid each holding 112 macarons, a clear acetate cover held in place by printed ribbons, personalised address labels and hand-written cards affixed and then 3 helium filled balloons tied to each handle.  We collected 18,000 hand-baked macarons at 9am on Friday morning and at 7am on the following Monday we were loading four transit vans with over 100 towers to be delivered by hand to all of the publication offices.  Quite a logistical task but that’s what we’re good at here…sourcing, planning and delivering.

 As you can see from a selection of  Twitter feeds – the pyramids were very well received by everyone.


& Pigs

Now never let it be said that we never venture out of our comfort zone at Xcaliba – in fact we don’t have a comfort zone.  Before we’d even started on assembling macaroon towers, the Press and Marketing office at Discovery UK asked us if we’d like to help in creating some pig-bling (?!).  One of the programmes on the new TLC Channel is about Honey Boo Boo and her micropig Glitzy.  By all accounts, Glitzy loves getting dressed up and can be very often found walking around her house wearing a tiara.  Discovery UK thought it’d be a great idea if they could hand-out Glitzy’s at the end of their Channel Launch Party, as guests and celebrities made their way home.  We had to produce a new home and carrier for each micropig model and also work out a way of branding Glitzy in a suitable style. 

Glitzy with her new collarAfter searching for the right kind of bling, we purchased 3900 diamante gems and stuck them onto branded ribbons using a special gemstone glue (who knew?).  We tied the collars around each of the micropig necks and then placed them lovingly into their new carriers.  All delivered to the party venue before the guests had consumed their first glass of bubbly.

Click here to see Glitzy making her way home with a new owner.

So – the party guests were happy with their Glitzy Pigs and the journalists were happy with their macaroon towers.   Thank you to Discovery Networks for telling us how happy they were…

To let our key press and clients know about the launch of TLC we wanted to send them some treats and it needed to be something a little different, and fun, which would get their attention, and get them talking about TLC. After much research we settled on a  mountain of macarons, even though knew we would be facing a huge challenge and weren’t quite sure how it would work logistically, which is why we turned to Martyn and the team at Xcaliba (our safe pair of hands!!) to make it happen. Everything went smoothly and we couldn’t be happier with the results, people are still talking about the TLC macarons a month on! Thanks Xcaliba it was a HUGE success!!   Kate Keilty PR Manager, Lifestyle & Entertainment, Discovery Networks UK & Ireland

{ 1 comment… read it below or add one }

Simon May 3, 2013 at 12:32 pm

Outstanding promotion. Knew you had a brilliant team and this really does show how inspirational they all are.



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