Pop-Ups

What better way for a brand to showcase its luxury hospitality services than to tap into a luxury sports market? It’s the kind of strategic thinking that led Hilton to golf sponsorship, and more specifically, money-can’t-buy fan experiences that appeal to its core audience. Case in point: Hilton on the Green, a self-sufficient pop-up hotel […]

There were no diplomas, no tassels, no mobs of parents snapping pictures, but at NÜTRL Vodka Seltzer’s “graduation” event on June 7, there was plenty of pomp and circumstance. On the heels of its U.S. launch earlier this year, the Anheuser-Busch brand aimed to drive awareness among post-college consumers and kick off the summer with […]

From the soothing sound of crashing waves, to the anti-aging benefits of algae-infused skincare products, the ocean is broadly linked to emotional and physical refreshment. So for the launch of Hendrick’s limited-edition Neptunia expression, which features coastal botanicals, the historically “peculiar” gin brand hosted an Undersea Imaginarium and Spa experience in New York City’s Tribeca […]

HBO Max presented a “provocative” two-day pop-up installation in Los Angeles for the March 17 premiere of its new comedy series, “Minx.” The activation, called “Joyce’s Jamboree,” celebrated the show’s character Joyce (Ophelia Lovibond), a young feminist collaborating with a publisher (Jake Johnson) to create the first erotic magazine for women during the ’70s in […]

It takes guts for a CPG brand to encourage consumers to eat less of its packaged products, but Kind Snacks took the plunge Feb. 23-24 with a Secret Farmers Market experience in New York City. The brand planted a faux vending machine in Greenwich Village, which opened up to reveal a spacious indoor market offering […]