PROPER Snacks, The UK’s leading better-for-you snack brand, has created ‘The PROPER Dropper’; a life-sized arcade claw in London’s Shoreditch, which will see players strapped in and dunked into a pit of 16,000 snacks and thousands of pounds worth of prizes.
Opening on the 28th of October for two days only, The PROPER Dropper has been launched in response to research revealing that almost 70% of Brits are looking to seize new opportunities, and 68% are open to trying something they’ve never tried before[2].
Members of the public will be in with the chance to take home bags of PROPERCORN and PROPERCHIPS, plus new PROPERCRISPS, in addition to hidden prizes including high-end fashion rental platform ByRotation, where you can hire out a show-stopping look for less, exclusive merch from iconic fashion brands FILA and NICCE, and Roam speakers from surround sound connoisseurs, SONOS.
Cassandra Stavrou, co-founder of PROPER Snacks commented:
“PROPER is a brand that has always been about bringing fun and creativity to the every day. So, we decided to turn up and give the public something unforgettable.”
“Whether it’s building a giant popcorn cement mixer or wallpapering London in popcorn pattern, we’ve always done this the ‘PROPER way’. The human claw goes right to the heart of our brand – another moment where we totally reimagine a childhood arcade game, and stop people in their tracks with our creative ambition. We’re so excited to bring the Human Claw to life this Autumn.”
The activation is the latest in a long line of bold moments in PROPER Snacks’ history, including popcorn-wrapped London buses and a 33ft pink cement mixer tour around the UK.
Similarly, the brand has a long history of championing iconic up-and-coming designers and artists, with many contributing to its now infamous on-pack designs. The decision to launch a (literal) ‘pick-me-up’ attraction in collaboration with iconic designer Toby Triumph, was taken to inject the same creativity and fun seen on its packs, back into the city.
The PROPER Dropper opens on Friday, 28th October and will run till Saturday 29th, October at Ely’s Yard, Shoreditch, 91 Brick Lane, E1 6QL, London. Sessions will be allocated on a first-come-first-served basis and at random through a ‘spin the wheel’. Sessions are limited between the hours of 11:00 and 20:00 and are completely free. Pre-booking is unavailable. The ride is available for those 18+, and surrounding activities are suited for all ages. Prizes are allocated at random and issued at the discretion of the provider. For further updates, follow @proper on Instagram and @propersnacks TikTok and search #properdropper to find out more.
