Campaigns + Creative
Why Celsius Still Chases Gym Floors Despite Its Pepsi Reach
Even with Pepsi distribution, energy drink Celsius keeps its focus on gyms and in-person events to acquire customers.
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Pop-Ups
Evian Celebrates 2 Massive Milestones Under a Bridge in Brooklyn
It’s just milestones on milestones for Evian this year. 2026 marks two centuries since the brand began sourcing its spring water from the French Alps, and 40 years since becoming the Official Water of the US Open. And that kind of timing calls for a mountain of celebrations.
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Shopper/Retail
Why Retail Stores — Not D2C — Are Key to Topo Athletic’s Marketing
As retailers chase direct-to-consumer sales, Topo stays loyal to specialty retail, even four years after Designer Brands acquisition.
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Festivals & Fan Cons
The Brief: Cat-lectibles and Cheesy Third Spaces
This week’s hot takes on hot topics in experiential marketing cover custom Cat-lectibles, nostalgic food courts and Kitchen Witch trends.
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Shopper/Retail
How Amika’s CMO Kept Product Launch Momentum Going For Months
Amika launches The Protector with limited distribution for the first six weeks. The hair care brand chose its direct-to-consumer website, where 45% of customers are repeat buyers, and Ulta as its initial distribution channels.
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Pop-Ups
Rolling Coverage: How Brands are Acing Experiential at the US Open
A record 22-day US Open tournament is underway in Queens, NY, featuring the most comprehensive event schedule and most competition days in the event’s nearly 150-year history. And that spells out ample room for brand engagement. See how sponsors are flooding the tournament grounds, and the city, with experiences.
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Branding/Marketing
How TextNow’s Deeper Research Led to its First National Brand Push
TextNow, known as a free or low‑cost wireless option, has launched its first national brand campaign and is stepping onto a bigger stage by attempting to show its audience the best prices for its wireless plans.
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Pop-Ups
A Fresh Spin: 5 Ways to Use Laundromats as Event Venues
Doing laundry isn’t anyone’s idea of a good time, but it’s a relatable task that has the attention of marketers aiming to deliver experiences that feel both familiar and unexpected. Enter: the laundromat as an event venue. Brands are taking over the intimate and instantly recognizable environments to host surprise-and-delight-fueled activations that offer a fresh […]
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Campaigns
Why Life Insurance Company Ethos Is Increasing Spending on Celebrity Marketing
Ethos’ advertising budget increases 50% as it pours dollars on its celebrity influencer strategy.
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Pop-Ups
The Brief: Giant Hairballs and MomTok Battles
This week’s hot takes on hot topics in experiential marketing cover Tumblehairs, Munchie Marts and MomTok battles.
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Trade Shows
Experiential Marketing Trend of the Week: Eye Contact
This year, storytelling has propelled from buzzword to standard practice. As event marketers lean into it for their messaging to deepen relationships with audiences and “drop” products into real lives, human faces are serving as design themes across show floors. Let’s take a look at how eye contact is the new eye candy. But first, […]
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