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… LOGIN Please contact [email protected] if you are unable to login. Forgot Password?
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.… LOGIN Please contact [email protected] if you are unable to login. Forgot Password?
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… LOGIN Please contact [email protected] if you are unable to login. Forgot Password?
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… LOGIN Please contact [email protected] if you are unable to login. Forgot Password?
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… LOGIN Please contact [email protected] if you are unable to login. Forgot Password?
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… LOGIN Please contact [email protected] if you are unable to login. Forgot Password?
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… LOGIN Please contact [email protected] if you are unable to login. Forgot Password?
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… LOGIN Please contact [email protected] if you are unable to login. Forgot Password?
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… LOGIN Please contact [email protected] if you are unable to login. Forgot Password?
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… LOGIN Please contact [email protected] if you are unable to login. Forgot Password?
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… LOGIN Please contact [email protected] if you are unable to login. Forgot Password?
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… LOGIN Please contact [email protected] if you are unable to login. Forgot Password?
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… LOGIN Please contact [email protected] if you are unable to login. Forgot Password?