Event Marketing: Aroma Festival at The Rocks, Mona Lisa in Coffee

The universal scent of “wake-up”, shared by millions, is the arousing fragrance of coffee or tea in the morning. At the annual Aroma Festival at The Rocks in Sydney, Australia, coffee addicts across the world join to smell, sip and splurge on their favorite liquid indulgence. In order to add some spice to the already flavorful affair, event coordinators, Sydney Harbor Foreshore Authority, Grinders Coffee and Dairy Farmers collaborated to re-create the Mona Lisa Masterpiece with coffee. To achieve the different levels of color, multiple brews of pure coffee and espresso drinks were prepared in order to create the unique medium. Along with a caffeine buzz, festival attendees left with new insight into the possibilities of modern art.