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iCandy Brings its 'Event in a Box' Concept to Life

Whilst the pandemic has presented many challenges when it comes to sparking curiosity for a brand new product, iCandy found a way to not only incite intrigue and fascination but simultaneously break the mould and reset. In lieu of a traditional launch party event, iCandy presented the new iCandy Orange through its 'Event in a Box' concept, successfully bringing the event into people’s homes. Reflecting the ‘Ready When You Are’ mantra at the heart of the new iCandy Orange, the 'Event in a Box' concept means that time is not a barrier to participation, with each guest invited to explore the box and its contents at their leisure.

With every item lovingly hand wrapped in tissue paper baring iCandy’s iconic monochrome branding, the unwrapping experience takes the guest on an educational journey. As they connect with each element of the box in a tangible way, they not only  gain a deeper understanding of its relevance on an individual basis but also how together these considered components underpin the all-encompassing design innovations of the new iCandy Orange.
The box was carefully curated to ensure that the contents reflected the ways in which the iCandy Orange is ready for any family and any eventuality - ready for comfort, ready for a growing family, ready for adventure and ready from the get-go.

Upon delving into the event box, guests are invited to scan a QR code which leads them to an audio introduction from iCandy’s Head of Communications, Naomi Williams in which she explains the premise of the new iCandy Orange campaign. To showcase how adaptable the iCandy Orange truly is,  iCandy selected real families across the UK, from first-time parents to triplet parents, to put the new iCandy Orange to the test. Whilst they all have a unique family dynamic, the iCandy Orange fits into their different lifestyles seamlessly. iCandy’s 'Event in a Box' guests are invited to explore these differing lifestyle categories too through the meaningful pieces within the box which are broken down into four categories.

Ready for Comfort
With a carrycot that is suitable for permanent overnight sleeping as well as an ergonomically designed seat unit, the iCandy Orange is Ready for Comfort. Comfort doesn’t mean compromising on style, in fact with the iCandy Orange, the two go hand-in-hand. The beautiful stretch diamond design within the premium fabric not only oozes style but provides extra padding for baby too. Comfort was something we all depended upon during the challenges of 2020, whether it was through soft new loungewear for another day indoors or cooking up a favourite dish as a reminder of meals shared with family or friends. Guests were invited to create a comforting sanctuary for themselves and light the handmade bubble candle by Candles and Chloe and let baby enjoy the comforting touch of the Woodland Sensory Co. cuddly fox puppet.

Ready for a Growing Family
The ultimate single pushchair for first-time parents, a dependable double for a baby and toddler or a spacious twin that can accommodate two full-sized carrycots, the iCandy Orange can convert from a single to a double or twin pushchair, offering the ultimate in flexibility and longevity. Not only is the iCandy Orange Ready for a Growing Family but it surpasses the demands of the style conscious parent too.  As a family grows, there is nothing cuter than matching with little ones and it’s even better when the outfits give hope to other children and their families. iCandy is proud to continually raise funds for Great Ormond Street Hospital (GOSH) charity through the sale of our Paws for Though t-shirt and babygrow collection. Guests received Paws for Thought pieces, depending on their family dynamic, and were encouraged to wear their apparel with pride to help GOSH maintain its position as the UK’s largest dedicated funder of child health research.

Ready for Adventure
From urban strolls to off-road rides, the iCandy Orange is Ready for Adventure thanks to its enduring tyres and their increased tread and grip. Greater manoeuvrability of the wheels makes getting up and down curbs a breeze, whilst softer suspension means that whatever the adventure, comfort is guaranteed. Guests were encouraged to get out and about on their own family adventure with the Little Nature Explorers Bug Hunting Kit. With bug ID cards and a bug magnifying pot included, it’s a great way to get hands on with nature in the British countryside. Included in the PR box, the iCandy Travel Cup is the perfect companion for parents too, to keep their trusted coffee close at hand!

Ready from the Get-Go
The feature packed iCandy Orange is Ready from the Get-Go thanks to a combination of impressive features that are designed to make family life easier. Plus, with a co-ordinating changing bag and Duo Pod included, parents can tick everything off the list. Get set and go with confidence knowing all basis are covered, from an integrated Ride-on Board to a super spacious 64l basket and full travel system capabilities in between, none of which compromise a compact fold. So, the pushchair is ready for every developmental milestone but how iCandy’s 'Event in a Box' guests? iCandy’s double-sided milestone cards, monochrome for parents and colour for baby, bring a treasured memento to baby's development whilst adding humour to parental achievements. iCandy also provided the  opportunity to mark baby’s first car journey too by including an iCandy Baby on Board badge which can be placed in a car window.
Guests were invited to share the unboxing of the iCandy 'Event in a Box' on Instagram using the hashtag #ReadyWhenYouAre, with many of the younger guests in attendance particularly taken with the Woodland Sensory Co. cuddly fox puppet! 

Taking things one step further, iCandy takes its audience behind-the-scenes of the new iCandy Orange campaign via the iCandy Duo Podcast, whereby the families involved share their thoughts on being involved in such an extraordinary campaign during these challenging times.