FIVE THINGS TO KNOW THIS WEEK
This week’s hot takes on hot topics in experiential marketing cover B.S. Blockers, “Unfair Canada” pop-ups and an aerial anniversary tour.
RXBAR IS CALLING B.S. ON TOXIC NEW YEAR’S RESOLUTIONS
Every year around this time, we’re all inundated with “New Year, New You”-style brand messaging that all but says “you’re not good enough.” But Kellanova-owned RXBAR is calling B.S. on the annual bid for self-reinvention with a “B.S. Blocker” campaign that highlights its belief in being real and embracing simplicity.
To demonstrate its ethos and get consumers to laugh about the unrealistic, and often toxic, resolutions they’re pressured to make each January, RXBAR has been roaming New York City since Jan. 3 in a truck that reads “New Year, New You B.S. Blocker” and functions as an “ad-blocker” that shields people from toxic messaging. By texting their B.S. sightings to a dedicated number, participants can watch the vehicle pull up to literally cover the ad in (near) real time.
To boot, beginning Jan. 7, consumers can comment on RXBAR’s Instagram account about the B.S. they’re leaving behind, then receive a discount code in return, through the end of the month. The campaign additionally features prominent billboard takeovers across New York that offer the public encouraging reminders and positive affirmations, as well as a partnership with influencer @dudettewithsign for added amplification. We say: Kudos to RXBAR for replacing harmful messaging with relatable humor.
THE GOODYEAR BLIMP IS FLOATING TO A CITY NEAR YOU
The Goodyear Blimp has drifted over land and sea for the last century, embedding itself in cultural moments and tentpole events, and driving larger-than-life brand awareness for the tire company. This year, Goodyear will take the iconic aircraft, and its fandom, to new heights with a 100-plus stop aerial tour to commemorate its centennial.
Festivities kicked off Jan. 1 in Pasadena, CA, at the Rose Bowl as Goodyear not only launched its 100th anniversary programming, but marked its 70th year providing aerial coverage of the annual matchup.
Over the next several months, the multipronged campaign will come to life as the brand delivers flights over more cities, appearances at new events, limited-edition merch, and the biggest draw for fans: a “once-in-a-lifetime” chance to fly in the Goodyear Blimp. Oh yes, three “Passenger Flight Giveaway” sweepstakes winners will enjoy a seat on the aircraft—something that just 0.0006 percent of Americans have ever experienced, according to the brand. That’s one serious flight of fancy.
Photos: Courtesy of Goodyear
FLIGHT ATTENDANTS COMBAT UNPAID WORK WITH ‘UNFAIR CANADA’ POP-UPS
Air Canada’s flight attendants have reached their limit, and they’re leveraging experiential to retaliate against unpaid work. From Dec. 20-22, members of the Air Canada arm of the Canada Union of Public Employees (CUPE) launched an “Unfair Canada” campaign with a satirical pop-up in Vancouver designed to show consumers just how terrible their flights could be if the airline’s “corporate greed” continues.
“Flight attendants are largely only paid while the flight is in motion, working for free while boarding, deplaning and carrying out critical safety checks,” said Wesley Lesosky, president of the Air Canada branch of CUPE, in a press release. “As we head into contract negotiations, we want to show Air Canada they need to give their workers the respect and the proper pay they deserve.”
During the activation, attendees got a glimpse of seatless planes that require passengers to stand, the new on-board drink size (served from an eye dropper) and updated carry-on policies, like a no-phones-allowed rule. While on-site, visitors could also send an email to Air Canada, calling for the brand to pay its flight crews fairly. The pop-up experience was then replicated in Toronto from Jan. 3-5. Was the strategy savage? Yes. Was it warranted? Absolutely.
Photo: Courtesy of Canada Union of Public Employees
FANS EAT UP A DECADE’S WORTH OF NYE ‘TACO DROPS’
For a chunk of Taco Bell fans, the New Year’s Eve ball drop in New York City is old news. Very old news. Over the last decade, consumers hailing from near and far have descended on Tucson, AZ, to watch the annual Taco Bell “Taco Drop.” And it’s exactly what it sounds like. Rather than dropping a ball of glowing lights, the city lowers a massive taco installation (this year, it looked to be a Doritos Locos Taco) as fireworks blast in the background.
The spectacle, which this year was part of the Taco Bell New Year’s Eve Downtown Bowl Bash hosted by the Snoop Dogg Arizona Bowl, has been taking place since 2014, and now draws thousands of fans to Tucson. Live Màs, indeed.
FUTURECASTING WITH PINTEREST: PREDICTIONS FOR TOP 2025 TRENDS
If any brand has an accurate crystal ball, it’s Pinterest. Over the last few years, the social media platform has been leveraging mountains of user data to precisely pinpoint what matters to consumers, and in turn, the movements that will dominate the landscape in the months ahead. For 2025, bold forms of expression and maximalism are leading the charge.
Last month, the company released its annual Pinterest Predicts trend report, providing marketers and brands with a buffet of relevant themes to work with in 2025. Among them: Surreal Soirees, Pickle Fix, Nesting Parties, Castlecore and Sea Witchery (call us hipsters, but we’ve been summoning our inner sea witch for years). The report’s trends are based on the unique search patterns of more than half a billion monthly active users who leverage Pinterest to plan what’s next for them, from meals to vacations to fashion.
To celebrate the launch of this year’s Pinterest Predicts, from Dec. 9-13, Pinterest dropped 20-plus exclusive products and experiences (think: 14-carat tooth gems and hand-painted pianos) on a first-come, first-served basis, giving users a chance to take 2025 trends for a spin before everyone else, and find new inspo for the year.
The trend drops also included offerings from brand partners. Take Marriott Bonvoy, which partnered with Pinterest to give away a free trip to a high mountain destination to allow consumers to experience the “Peak Travel” trend at its finest. The brands also revealed a “Peak Travel Concierge” in New York City, where visitors receive personalized, mountain-inspired gifts, ranging from simple swag to hotel vouchers.
