From captivating installations to immersive brand activations, the realm of experiential marketing is bursting with brands being brought to life in new and awe-inspiring ways.
Here are some of the best experiential examples that have caught our eye from around the world this month, with a focus on how food and drink brands are connecting with their consumers through pop-ups and immersive experiences that bring their worlds and stories to life.
To mark 125 years of the brand, Pepsi popped up in NYC with an immersive diner experience, celebrating and reimagining iconic cultural moments and ads through time.
The two-hour, paid-for experience featured a three-course meal with complimentary drinks and specially created cocktails and mocktails, as well as multiple interactive photo moments and tableside entertainment.
The reputed thousands-strong waiting list demonstrated the appetite for this type of event from consumers, and showed how established brands can leverage their scale and history to create memorable experiential connections that drive value. More here.
Kellogg’s tapped into nostalgia, personalisation and the great British love of cereal to create a free, four-day pop-up in London’s Shoreditch over October half-term.
With 25 cereals to choose from – including icons like Rice Krispies and Corn Flakes, alongside newer offerings – consumers could create over 300 ‘kombos’ to tuck into, all expertly guided by “Kellogg’s Koncierges”.
Guests could take away their cereal packets of choice, plus some exclusive swag, with any leftover cereal being donated to the charitable food redistributor, FareShare. More here.
For a limited time only, Veuve Clicquot has opened Hotel Clicquot, transforming a private beachside residence on Australia’s east coast into a luxurious pop-up retreat.
The sold out, two-week long offering – following a successful first outing last year – gave guests “a chance to discover the extraordinary world of Veuve Clicquot through unforgettable experiences around champagne.”
With “culinary journeys” with famed chefs, sunrise surfing and champagne sunsets, all the experiential touchpoints are designed to bring to life the brand’s “Solaire Culture”. Sign us up for 2024! More here.
Netflix are giving everyone the chance to experience Starcourt Mall’s most famous ice-cream store, with pop-up parlours as well as a UK-wide roadshow.
A launch event at London’s Outernet venue kicked things off on Stranger Things Day, November 6th, after which the ice cream truck headed around the country with stop-offs in multiple major towns and cities.
Exclusive flavours included Upside Down Bubba, U.S.S. Butterscotch and a vegan offering, Hey Hawkins, giving fans of the show a sweet Stranger Things fix whilst they wait for news on season 5. More here.
LONDON
Bankside 2, 8th Floor
90-100 Southwark Street
London
SE1 0SW
MANCHESTER
1st Floor, Canada House
Chepstow Street
Manchester
M1 5FW
NORWICH
Burton Road Business Park
Burton Road
Norwich
NR6 6AS
Member of Omnicom Experiential Group. © TRO 2023. All rights reserved
