How 13 CPG Brands are Leveraging Experiential to Stay Competitive - Event Marketer

How 13 CPG Brands are Leveraging Experiential to Stay Competitive

As consumer behavior shifts and start-ups continue to gain market share, traditional CPG brands can no longer rely on their old marketing strategies to connect with consumers. And from meal delivery kits to private label products, there’s no shortage of fresh competition to keep them on their toes. For many in the consumer packaged goods category, experiential marketing has been the answer to the shifting landscape. Here, we take a look at the strategies behind 13 recent CPG event campaigns.

  • Families Take Multisensory Tours of Cinnamon Toast Crunch’s ‘Cinnaverse’

    To spread awareness of the cereal’s new, colorful branding and greater emphasis of its 16 cartoon “Cinnamoji” characters back of box, Cinnamon Toast Crunch created a five-room, interactive pop-up this summer in three cities, Santa Monica, CA, Houston and Chicago, from July 18 to Aug. 25. Dubbed the “Cinnaverse,” the experience traveled to areas where...

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  • An Esports Journey: Q&A with Hershey Company’s Head of Media Charlie Chappell

    For a CPG brand like Hershey, whose target market is essentially everyone over the age of 12 in the United States, it’s important to keep tabs on where younger generations are consuming their media. So, in an effort to connect with those audiences, the company turned to Twitch and its 15 million daily active users,...

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  • How Hostess Proved its Relevance in Snacking with an Experiential Campaign

    There’s a nostalgia-driven love affair consumers have with the Hostess CupCake, but for the celebration of its 100th anniversary—its “Sweetennial”—the brand set out to acknowledge its history while proving how relevant the snack brand is today. The campaign, designed to earn maximum media attention, included a nationwide tour with activations and sampling, a Donette-eating competition...

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  • Five Insights from General Mills on Creating Experiences for Gaming Audiences

    Among CPG brands capitalizing on strategic gaming partnerships is General Mills, whose most notable gaming-centric brand Totino’s sponsors two 100 Thieves esports teams. The brand has established an internal team dedicated to gaming partnerships and identifying opportunities across its portfolio of brands, in addition to Totino’s, like Reese’s Puffs and Chex Mix. For Brad Hiranaga,...

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  • NASCAR Fans Go Glamping with M&M’s at Summer Races

    Music festivals like Coachella may have put branded glamping on the map, but M&M’s this summer is offering an all frills, no fringe, approach to the trend with the M&M’s Glampground at NASCAR races. As the official chocolate of NASCAR, the brand is giving fans the opportunity to purchase packages that include an overnight stay...

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  • Cocktails, Music and Smooth Legs: Inside Skintimate’s Pop-up Shave Bar

    For many women, the event that is “getting ready” to go out often involves a hasty and unmemorable shave to ensure they have smooth legs. Recognizing that men often socialize at the barber shop while they’re “getting ready” and enjoying a clean shave, Skintimate decided to create a setting for women to shave and socialize,...

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  • Launch Events: Febreze Drops an Eight-Track Album Inspired by Social Listening

    If you’ve ever heard a brand jingle and thought it was a real song, this campaign was for you. Following four years of producing catchy music ads for radio audiences, Febreze, on the insistence of its social media fans, created its own album. The result was the aptly name “The Freshness,” a compilation of eight...

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  • How Plant-based JUST Egg is Scrambling Sampling in Cities Nationwide

    The plant-based food category is booming, but while there has been plenty of buzz surrounding plant-based burgers, JUST is seeking to turn attention to breakfast and its plant-based JUST Egg product with a sampling tour that cooked up different experiences in each of the four markets it visited. The program involved sampling vehicles, lounges, activations...

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  • Peet’s at Coachella: Sampling Trikes, a Cold Brew Taproom and Vintage Touchpoints

    Escape from the heat is a premium for Coachella attendees, so it’s no wonder Peet’s Cold Brew returned to the festival this year armed with interactive cooling chairs, a shaded lounge and all the cold brew festivalgoers could guzzle. The brand arrived at the event campgrounds in style on its vintage #BetterEnergy Bus, which served...

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  • Hot Dog! Four Ways Oscar Mayer Manages its Iconic Experiential Program

    In the world of experiential, the Oscar Mayer Wienermobile is the OG. On the road since 1936, having undergone nearly a dozen upgrades over the years, it remains an iconic, versatile and viral marketing vehicle for the hot dog, bacon and deli-meats brand. Six Wienermobiles are on the road across the country at any given...

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  • Micro-programs: Consumers Tweet for Lucky Charms ‘Drops’ on St. Patrick’s Day

    General Mills’ Lucky Charms brand partnered with delivery service Shipt for a Saint Patrick’s Day micro-program in Boston that had consumers posting on social media to be selected for a delivery of the cereal by its brand character, Lucky, himself. The daylong program, which began at 12:01 a.m. on the holiday, invited consumers to post...

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  • Applegate Touts its Whole30-Compliant Products at the Pop-up Clean Slate Café

    Dieting is never easy, but the Whole30 program, which eliminates the intake of sugar, alcohol, grains, legumes, soy and dairy, can be particularly painful for consumers due to a lack of readily available Whole30-compliant products. But with more consumers jumping on the bandwagon every day, Applegate is working to change all that by offering an...

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  • Krazy Glue Enlists The World’s Strongest Man for its Latest Product-Testing Stunt

    Brands often market themselves with lofty claims, but those that put their money where their mouth is can earn respect from consumers and, in some cases, viral returns. Krazy Glue, with its claim of being able to hold up to 1,000 pounds, this year enlisted The World’s Strongest Man, Hafthor Bjornsson, in a weightlifting competition...

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