For two days only, Londoners will find themselves travelling through history and art. The ticket hall and escalators at Charing Cross, one of the capital’s busiest Tube stations, will be reimagined as “Haring Cross” – a striking pop-up tribute to Keith Haring, one of the world’s most celebrated artists, and his legendary collaboration with Absolut Vodka in the 1980s.

The activation marks the next chapter of the global Absolut Haring launch, turning the daily commute into a captivating and unexpected cultural experience. Stepping off the escalator, commuters, visitors and tourists will be greeted in the ticket hall by two original Absolut Vodka paintings by Haring from 1986, displayed in public for the very first time in the UK. These works once transformed Absolut’s apothecary-shaped bottle into an icon of the art world – and now return to the underground, where Haring’s energy first ignited.

• two original Absolut Vodka artworks by Keith Haring are on display to the public
• free posters depicting the artworks available at the two-day event
• the experience celebrates the recent launch of the Absolut Haring Artist-Edition bottle
• celebrating a shared belief that art is for everybody

Rooted in Haring’s belief that “art is for everybody”, visitors will also be able to take away a free poster depicting one of Haring’s paintings on display (while stocks last). This iconic piece of artwork, featuring its unmistakable red lines and dancing figures set against a bold yellow canvas, became an Absolut campaign classic in 1986. A must-see if you happen to be in London in mid-September, this one-off project transforms the hustle and bustle of underground ticket halls and escalators into ‘Haring Cross’ – an immersive space adorned with graphic elements inspired by Keith Haring, for everyone to enjoy.

Haring wanted to make art accessible to everyone. His paintings, subway chalk drawings and public murals – whether dancing figures or barking dogs – vibrated with energy while carrying a deeper meaning beneath their playful surface. Just as Haring used art to capture imaginations and explore universal truths, Absolut has always believed that art for all can inspire, uplift, unite and open minds. The Absolut Haring artworks on display serve as a visual reminder of Haring’s belief in creativity as a unifying force, celebrating the power of art to drive positive change.

Deb Dasgupta, VP Global Marketing, Absolut Vodka, says: “Absolut has always believed that art should be open, joyful and for everyone. Keith Haring’s work radiated that belief – full of energy, colour and hope. With Absolut Haring, we’re inviting a new generation to celebrate that spirit in a public space – in an underground station that reflects and connects to the subways that inspired Haring more than forty years ago. It’s a vibrant reminder that creativity can inspire, uplift, unite and open minds.”

The ‘Haring Cross’ event follows the launch of the Absolut Haring Artist-Edition bottle across global travel retail in July and, which will be available across 40 markets from September onwards. The Artist-Edition bottle’s design pulses with energy: a debossed rhythm of dancing figures brought to life in his signature blaze of reds and yellows, cut sharply against Absolut’s distinctive blue. Signed off with Haring’s unmistakable signature on the shrink sleeve, the result is a piece of 3D kinetic art that transforms the original painting into something you can hold, admire and toast with.

David Stark, founder and CEO of Artestar, the agency representing the Keith Haring Studio, says: “Our mission is to keep Keith Haring’s spirit alive by continuing to expand access to his art and the important messages within it. This project with Absolut revives a moment that meant so much to Keith. It’s a wonderful tribute that allows anyone to engage with this special story that started back in 1986.”

Absolut’s collaborations with many influential pop art artists can be traced to 1985, when Andy Warhol first painted Absolut’s bottle and Keith Haring became the second a year later. Over more than two decades, Absolut worked with more than 550 artists who created more than 850 works of art. Today, they form part of the renowned Absolut Art Collection housed at Spritmuseum in Stockholm.

Christer Mellstrand, Museum Director at Spritmuseum, says: “Since 2008, Spritmuseum has been the proud owner of the Absolut Art Collection – a treasure trove of art, or perhaps advertising? Visitors are thrilled to discover that behind many of Absolut’s classic advertising campaigns lie real artworks by renowned artists: paintings, sculptures, drawings and more. Only the paintings by Andy Warhol are, perhaps, more famous in the Collection than Haring’s. To this day, Haring’s energetic and celebratory imagery remains an unmistakable part of contemporary culture.”

Emma Strain, Customer Director at Transport for London (TfL), says: “The London Underground has a long-standing connection to the art world, so we’re delighted to work with Absolut to be able to host Keith Haring’s art at Charing Cross Tube station. Activations like this provide our customers with a new way to experience art in London.”

Visit the ‘Haring Cross’ experience at Charing Cross Tube station for two days only from 17-18 September. The Absolut Haring Artist-Edition bottle will be available across 40 markets, including the UK, for a limited time only. Please visit www.absolut.com/en-gb/products/absolut-haring/ for more info.

This activation with Transport for London (TfL) consists of Keith Haring vinyls throughout the ticket hall, license to use TfL’s IP to create bespoke roundels to be used within their creative advertising (only) and use of a retail unit to display original Keith Harings. Advertising within the station was booked through Global. It is not a renaming of the station and no customer signage has been changed as part of this activation.

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Global experiential agency Momentum Worldwide UK have created a new immersive music experience for Heathrow. Designed to help travellers relax and reset at the airport, the experience ranges from solo headphone moments to the shared thrill of live performances. By placing music at the heart of the airport journey, Heathrow is tuning the airport experience to a smoother rhythm.

Rooted in the emotional power of sound, Heathrow Sounds is a multi-year cultural journey that starts at the grassroots, tapping into UK music fan culture, emerging talent and local scenes.

Lee Boyle, Head of Terminals (Services) at Heathrow, comments: “As the best-connected airport in the world, Heathrow is where countless unforgettable journeys begin, and we’re always looking for new ways to make the airport experience more memorable. With Heathrow Sounds, we’re harnessing the emotional power of music to create moments of calm, joy and connection that stay with passengers long after take-off.”

“More than just sound, Heathrow Sounds is about bringing feeling back to travel —using music to create unexpected moments of curiosity, calm and emotion along the journey,” comments Georgina Pope, Senior Creative, Momentum Worldwide.

Along the way, the programme will celebrate the British festival season, showcase immersive mindfulness and create unexpected moments of connection across terminals.

The Soundtrack to a Year of Travel

Heathrow Sounds will unfold through a dynamic programme of activations across terminals and digital platforms, including:

Live Performers – Performances and surprise sets from emerging and established UK artists and performers.

Festival Season at Heathrow – Celebration of the summer music calendar with pop-ups, previews and performances.

Mindful Moments – Curated soundscapes to help travellers relax, refocus and recharge before their journey.

Whether it’s helping travellers feel grounded, soothed or energised, Heathrow Sounds harnesses music’s unique ability to tune us in to the moment and experience the world beyond the gate.

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Number one Italian cheese brand, Galbani is putting a cheesy twist on the UK’s favourite viral recipes with the launch of its pop-up Burrata Bar. Doors will open in Shoreditch on 4th July, with all ticket proceeds going to Anthony Nolan charity.

The bar, which has been created by Clarion Communications, will serve up a five-course tasting menu curated solely from trending TikTok dishes. It has been launched after research revealed Brits are binning the humble cookbook and nearly two-thirds (62 percent) are turning to TikTok for their recipe inspiration instead.

In a year when Burger Bowls, Marry Me Chicken, and Watermelon Burrata Salad lit up our feeds, nearly two in five Brits (38 percent) admitted they don’t even own a cookbook. With many saying they never actually use them (37 percent), find them too expensive (36 percent), too bulky to store (33 percent), or just a bit old-fashioned (22 percent).

The Burrata Bar, which is open to the public on 4^th and 5^th July 2025, is pulling out all the stops with a five-course feast dedicated to everyone’s favourite creamy cheese. From oozy Burrata Sandwiches and Baked Burrata to a zingy Strawberry and ‘cream’ Salad, crispy fried Golden Burrata, and even gooey Burrata S’mores – it’s a cheese-lover’s dream come true. And with one in five (20 percent) modern Brits saying burrata gets them genuinely excited, Galbani is speaking the nation’s love language.

It is expected that the pop-up event will drive further demand for Galbani Burrata – which is currently performing well within the market, representing more than a third (33%) of the total burrata market and growing +7.5% value sales year on year[i].

“We’re not just dishing up food, we’re creating an experience made for sharing,” says Heloise Le-Norcy Trott, Marketing Director Lactalis UK&I “Our menu’s all about the dishes people are already loving online, swapping with friends, and craving at home – now with a gourmet twist. Burrata is the star of the show, but it’s that classic Italian vibe of sharing great food with great company that makes the Burrata Bar special.”

Galbani worked in collaboration with Clarion Communications and their events partner Hopper to bring this exciting concept to life, blending culinary innovation with strategic communications to create a truly memorable and shareable brand experience.

Tickets are available here now for The Galbani Viral Burrata Bar, which will be open to the public on 4^th and 5^th July at 133 Bethnal Green Road, E2 7DG. Each ticket will secure a welcome drink and a five-course tasting menu, with all ticket sales proceeds being donated to Anthony Nolan charity. Some walk-ins will be available on the day.

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Experiential marketing agency, TRO, has been chosen by leading outdoor apparel company, Arc’teryx, to create an unforgettable three-day experience for the UK’s climbing community.

The Arc’teryx Climb Academy Lake District will take place from 24 – 26 May in the scenic Langdale Valley. This one-of-a-kind experience – part of the brand’s global Arc’teryx Academy series – aims to immerse participants in the vibrant UK climbing culture and provide a space for mountain enthusiasts of all levels to advance their skills.

Attendees will take part in various activities, including clinics led by word-class guides and athletes that will empower and educate participants in the unique Lake District landscape, be it through climbing, trail running or bouldering.

Basecamp at Sticklebarn will be in full flow throughout the weekend, serving as the experience’s central hub, where climbers can test the latest Arc’teryx apparel, repair gear at the ReBIRD™ circularity pop-up and experience a weekend of free events.

Each day will culminate in a relaxed atmosphere where participants can refuel and reconnect over live music and film screenings.

Chris Booker, New Business and Marketing Director, TRO, said: “With their commitment to community participation, innovation and circularity, Arc’teryx is really leading the way when it comes to brand experience. From our first conversation, it’s been clear that we really share a vision and philosophy, and we couldn’t be more thrilled to have been appointed to support them on their journey.”

Tim Harty, Senior Manager Brand Experience, Arc’teryx, added: “We’re thrilled to have TRO on board ahead of the 5th edition of the Lake District Academy—an event designed to connect, inspire, and empower the UK climbing community. Together, with TRO’s production expertise and shared values, we’re excited to deepen the experience for the incredible community at the core of this unique event.”

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Iconic British folding bicycle manufacturer, Brompton, has appointed experiential marketing experts, TRO, to deliver the Brompton World Championship in London this summer, in a milestone year that celebrates the brand’s 50^th anniversary.

The participatory event, taking place from 20^th to 22^nd June at Coal Drops Yard in Kings Cross, will bring together more than 500 Brompton riders to compete in a series of races around the city streets, with 50,000 spectators expected to create a fun-filled, celebratory atmosphere. The event will sit alongside the Via Criterium as part of the London Cycling Festival.

At the heart of the event, TRO will harness their festival expertise to create The Brompton Village – a vibrant hub for Brompton’s community to come together and connect through a range of experiences that embody its brand ethos of fun, inclusivity and adventure.

The flagship event will also explore the brand’s legacy, offer limited edition anniversary merch and preview new products, with additional community ride-outs and experiences set to extend the activation beyond the festival.

Chris Booker, New Business & Marketing Director, TRO, said: “We’re delighted to be working with such an iconic brand in what is a real milestone year. Their ethos of community, inclusivity and fun perfectly aligns with our own outlook as an agency, and we can’t wait to bring Brompton fans together for what promises to be a special event.”

Chris Willingham, Global Marketing Director, Brompton, said “The Brompton World Championships brings together our community from around the world for the ultimate Brompton celebration. In our 50^th year, this will be extra special; TRO understood exactly what and how we could make this the best BWC yet and have the proven expertise to deliver it.”

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Experiential marketing experts, TRO, were recently chosen by BYD (Build Your Dreams), to spearhead the highly anticipated launch of their latest model, SEALION 7, into the UK market.  

Taking place at Milton Keynes Stadium from 19^th – 21^st March, the SEALION 7 launch event brought together automotive and lifestyle media, influencers, fleet and retail stakeholders as well as the general public to experience the new,  all-electric SUV in person for the first time, representing a significant step in the brand’s ambitions to expand in Europe.

Guests were treated to a unique and immersive introduction to the SEALION 7, followed by a series of technology-forward experiences that brought the brand, vehicle and its innovative engineering to life. 

Participants could explore the ‘History of Dreams’, delve into BYD’s ‘Dream City’ vision through an interactive installation, learn more about the company’s industry-leading battery technology, and of course get hands-on to experience the SEALION 7’s impressive performance through guided test drives.

Rob O’Siochain, Head of Growth, TRO, said: “”We are excited to be working with such an innovative brand in BYD, as they continue to open up new opportunities for drivers hoping to make the move to EV. Although a relatively new brand for some consumers, BYD’s rich heritage in automotive technology aligns perfectly with TRO’s renowned marketing and events capabilities in the sector. We’ve very much enjoyed collaborating on this important launch, providing attendees with a series of hands-on experiences allowing them to discover the SEALION 7 and BYD in unison”.

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Yeo Valley, the UK’s leading organic dairy brand, has hit the ground running with a high-impact shopper and social campaign designed to promote its Greek Recipe range (0% & 5%). The objective? To drive awareness and consideration for the range, making Greek Recipe the go-to choice for runners and fitness enthusiasts looking to recover and refuel.

Created by Activation, an IPM Member, the campaign reinforces Greek yogurt’s high-protein benefits, highlighting its role in muscle recovery, sustained energy, and post-workout nutrition. Whether pounding the pavement, chasing a PB, or simply staying active, Yeo Valley is keeping fitness fans on track.

Marketing That Goes the Distance

At the heart of the campaign is the compelling tagline: “Our purest protein for miles.” To bring this slogan to life, Yeo Valley teamed up with GB modern pentathlete Charlie Follett, who incorporates the Greek Recipe range into her post-workout routine.

A multi-channel activation keeps the campaign on track across digital and in-store platforms with high-energy 15-second and 6-second videos highlighting the yogurt’s high-protein credentials. Meanwhile, a shopper marketing rollout ensures Greek Recipe stands out where purchase decisions are made—helping consumers refuel at the finish line.

Now live, the campaign is running across digital, retail, and online channels, reinforcing brand messaging and encouraging trial among active audiences.

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UK supermarket Sainsbury’s has debuted their exciting new Christmas advertisement today, featuring Roald Dahl’s universally beloved character the BFG.

Set to premier on ITV1 at 8:15pm on Friday 1^st November during Coronation Street, the ad follows the 24-foot friendly giant as he embarks on a new adventure with Sainsbury’s employee Sophie. In a TV first, real-life Sainsbury’s colleague ‘Sophie’ embarks on a journey with the Big Friendly Giant (the BFG), showcasing the delicious flavours of Sainsbury’s festive Taste the Difference range.

The deal was negotiated and managed by Born Licensing, licensing agent for Roald Dahl Story Company. RDSC engaged Born Licensing to bring to life their global partnership and licensing strategy, facilitating ATL campaigns which truly harness the unique storytelling qualities of their IP in an authentic way.

Born Licensing, in collaboration with the Roald Dahl Story Company, worked with Sainsbury’s creative agency, NCA, to ensure this new iteration of the BFG came to life with authenticity. Fans of the beloved book will be delighted to see famous references from the story including snozzcumbers, Frobscottle, and dream jars feature in this magical Christmas campaign. 

The extensive partnership will see the BFG appear across TV, print, outdoor, social media, direct mail, and PR.

“Christmas is the most competitive period for British advertisers and licensing a generationally adored character like the BFG is a sure fire way to capture attention. This is a brilliant example of how powerful advertising can be when combining cherished IP with brilliant creative.”

David Born, Founder and CEO of Born Licensing

“At the Roald Dahl Story Company storytelling is at the heart of what we do and we’re always on the lookout for opportunities to bring our beloved characters and stories to life in new ways, through bespoke and authentic partnerships and marketing campaigns. The BFG is the perfect fit for Sainsbury’s in creating a big Christmas.

Alice O’Brien, Head of Global Commercial Partnerships at the Roald Dahl Story Company

The power of Roald Dahl’s unique stories and characters is evidenced in Sainsbury’s desire to collaborate on the biggest marketing moment of the year. The partnership provided the opportunity to tell their story in a new and innovative way, harnessing the nostalgic love that the BFG brings to generations of audiences.

NCA and Ogilvy were behind the Creative with Rogue Films producing the TVC. The longform” film with cutdowns was directed by award winning Director Sam Brown. Post-production and VFX were done by Electric Theatre Company.

“By collaborating with Sainsbury’s to bring Roald Dahl’s beloved BFG to life in a new story, we hope the nation is as captivated as we are to see two old friends back together this Christmas.”

The BFG is perfect for Sainsbury’s mission to create a Big Christmas for all. Having only snozzcumbers to devour in Giant Country, his curiosity for good food leads to an adventure of discovery and wonderment with Sainsbury’s Sophie in order to bring the magic of Christmas to everyone.”

Natalie Hopkins, Director of Global Product and Partnerships at the Roald Dahl Story Company

This brand-new campaign comes as more and more audiences are enjoying Roald Dahl’s iconic stories being brought to life. Recently, stage adaptations of The Witches and The Enormous Crocodile opened to critical acclaim and sell-out shows, Paul King’s Wonka became an international box-office smash and Wes Anderson’s cinematic adaptation of Roald Dahl’s adult short story The Wonderful Story of Henry Sugar received numerous plaudits including an Academy Award. Brand new publishing inspired by Roald Dahl’s The Twits by Greg James and Chris Smith landed in the Top 10 Children’s Hardback charts upon release, and fans the world over continue to devour Roald Dahl products and enjoy partnerships like The Twits and Charlie & The Chocolate Factory Afternoon Teas in London.

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Meateors has landed with a playful brand identity and a powerful digital strategy aimed at revolutionising the meat snacking category. This launch goes beyond a simple product introduction. It represents a strategic campaign designed to cater to health-conscious consumers seeking tasty, convenient alternatives to traditional snacks.

Out-of-This-World Experience

The launch of Meateors is supported by a dynamic marketing strategy developed by Activation. This creative campaign draws from the product’s name to deliver a playful, space-themed brand identity that stands out in a crowded snack aisle, offering an “out-of-this-world” experience.

Digital Discovery and In-Store Visibility

Activation’s strategy combines impactful branding with strong positioning across digital platforms such as Meta and YouTube. With more than 2.4 billion active monthly users, YouTube remains a dominant platform for younger audiences, offering brands unparalleled access to engage this demographic. Meanwhile, Meta reports that 73% of Gen Z users are more likely to discover new products on its platforms, making it a key player in driving awareness and consideration.

“Meateors will appeal to a younger target audience, and we have chosen to launch on digital platforms that will catch their attention in a way that is customised to their interests and habits. This demographic love YouTube and Meta, and these working together has proven to be the ideal recipe for increasing awareness and consideration, resulting in the ideal launch combo for newcomers like Meateors.”

Matt Ramsay, Co-Founder & Managing Director at Activation

The seamless blend of digital discovery and in-store visibility creates a 360-degree experience, enhancing brand awareness and driving impulse purchases. The presence of Meateors in selected Morrisons Daily and SPAR stores further strengthens its visibility, inviting shoppers to grab a pack on-the-go.

“The meat snacking category is continuing to show impressive growth. However, there is a high demand from shoppers for more variety, with chicken being the most common protein, meaning pork is a relatively untapped opportunity. This is where our Meateors come in.”

“We’re proud to fill this gap in the market with a tasty, convenient option that boasts all the functional benefits of being protein-packed, therefore keeping consumers fuller for longer, as well as maintaining a great texture. We’re incredibly excited to be launching these new products under a vibrant new brand, Meateors, which is sure to disrupt the category with its fun and tasty range packed with flavour.”

Yvonne Adam, Chief Marketing Officer at The Compleat Food Group, home of Meateors

Aiming for the Stars

The Meateors campaign highlights a critical strategy in today’s retail environment: winning the battle for attention both outside and inside the store. According to a YouGov study commissioned by Activation, pre-shop digital touchpoints are instrumental in priming shoppers before they even step foot in a store. “If we can’t win in-store, we must create advantages outside,” says Co-Founder Dan Hirons. This philosophy shines for Meateors, as the brand leverages Meta and YouTube to engage its target audience before they even step into a store. By leveraging vibrant visuals and engaging content, Activation has successfully created a captivating brand world that resonates with its audience, ensuring that Meateors stands out in-store and on-screen.

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The IPM’s Experiential Community gathers to chart the future of the sector, uniting industry leaders to define and amplify its purpose and value. This collective effort comes at a crucial time, as findings from the IPA Bellwether report reveal a remarkable 23.1% increase in event marketing budgets—up from 15.9% in the previous quarter. This surge in investment signifies a clear shift in marketing strategies, emphasising the critical role of real-world experiences in forging meaningful connections with consumers. So, what drives this investment in marketing spend during challenging economic times? Jon Evans, Chief Commercial Officer at System1, explains:

“The ‘why’ rests in consumers’ increasing demand for human connection. We’re still experiencing the pandemic bounce back, with hybrid working leading to a greater need for in-person interaction. As more work and leisure time is spent in the digital world, the desire for thrilling real-world experiences continues to increase, making it an essential channel for brands looking to build powerful audience connections.”

At Brand Experience 360, Olivia Rayner, Creative Director at Sense Marketing, highlights the loneliness epidemic impacting today’s youth. She paints a portrait of a post-pandemic world that feels increasingly digital, noisy, and overwhelming, which contributes to what she calls “Connected Anxiety.” Olivia argues that by creating immersive and meaningful experiences, brands can effectively address the emotional pain points of younger generations, enabling them to rediscover a sense of belonging and community in a disconnected world.

Engaging Communities & The Rise of Run Clubs

The rise of local run clubs reflects this growing need for community and face-to-face interaction in today’s digital age. Google Trends indicates a steady increase in searches for ‘Run Club‘ in the UK over the past five years while the Hackney Half Marathon has sold out for the first time ever, demonstrating the heightened appetite for community-driven events. In her article, “Is Strava the New Tinder?”, Clara Duval digs deeper into the phenomenon, exploring how platforms like Strava and local run clubs are redefining connections and promoting real-world meetups over traditional dating apps. Nick Tuppen, CEO of Threshold Sports, elaborates:

“The continued growth of wearable tech engaging people with their wellbeing and fitness shows how health is increasingly seen as the new wealth. Coupled with wider cultural trends for ‘athlete CEOs,’ platforms like Strava cultivating active communities, and the crossover of outdoor brands like North Face becoming high street staples, it’s no surprise that consumer appetite for active events is on the rise too.”

Recent research conducted by Bumble Inc. in collaboration with YouGov supports this theory, revealing a significant increase in the participation of active events for 2024. The report highlights a 31% increase in time spent and 17% rise in spending intentions for activities such as marathons and 10K runs. Driven primarily by Millennials and Gen Z, this trend highlights the significance of physical community gatherings, with participants engaging in active events an average of 3.6 times a year. Building on these insights, Bumble recently celebrated its first Run Club Festival, partnering with the five top running clubs in Paris for a week filled with runs, coffee collaborations, and brand experiences. This cultural shift highlights the role brands can play in uniting shared passions, in this case, health and wellbeing, through active experiences.

Bringing Brand Partnerships to Life

Through experiential marketing, brand partnerships come alive. A prime example is Polly Pocket’s recent 35th-anniversary collaboration with Airbnb, which captured widespread attention this summer by offering fans a chance to stay in a life-sized Polly Pocket replica. This collaboration taps into nostalgia, reflecting what Pion describes as “the pursuit of stagnation”—a desire to revisit and celebrate beloved aspects of the past. However, brands must proceed with caution when forming partnerships. Barbie’s ventures into unexpected product categories—such as toothpaste and meat-based snacks—have raised eyebrows. With over 165 brands associated with the recent movie, the sheer volume of these collaborations sparks debates about consumer fatigue, illustrating the delicate balance between cultural relevance and commercial saturation.

Technology Transforms the Viewing Experience

2024 brings sports and technology closer than ever before. TRO leads the way with the Just Eat Grabber and Pepsi Pulse Challenge, while also offering an exciting opportunity to test-drive a Mini in virtual reality at the Goodwood Festival of Speed. These pioneering campaigns reflect a broader trend in the industry: Lucy Porter, Strategy Partner at PrettyGreen | B Corp, highlights that spending on live sports is set to increase by 10% in time and 15% in overall expenditure. The Paris 2024 Olympic Games exemplify this shift, achieving a record-breaking 34 million livestream viewers and shattering the BBC’s sports streaming records. In response to this growing interest in live viewing, fan zones are on the rise, with Shared Reality Experiences like Cosm at the forefront of this trend, creating hybrid environments that allow fans to experience front-row seats from anywhere in the world.

Scent-sational Marketing

This year, brands like McDonald’s and Lynx have taken a bold step into sensory advertising with their aromatic billboards, transforming traditional marketing into immersive experiences. In a striking move, Doritos even ignited one of their billboards to launch a new spicy hot range, showcasing how brands can push boundaries with creative installations that engage consumers on multiple sensory levels. Aldi UK takes this a step further, winning the IPM Grand Prix with the world’s first rosé-dispensing billboard. Developed in collaboration with Hopper and Clarion Communications, this innovative installation pours rosé once the temperature hits 19.2°C—the ideal temperature for enjoying rosé. As we look to the future, the lines between advertising and experience are clearly blurring. How do you think these blurred lines will impact consumer expectations of advertising?

Brand Experiences for a New Generation

As we look to the next generation of brand experiences, it’s clear that both Gen Alpha and Gen Z are redefining how we interact with brands. In a digital world fraught with existential threats, the demand for real-life connections has never been greater. With many feeling too stressed to enjoy simple pleasures, nostalgia and Kidulting experiences—those that allow adults to embrace their inner child—are thriving.

What trends do you see shaping the future of experiential marketing? How are brands like Pinterest breaking the B2B mould? What role does the “main character” mentality play in light of AI and personalisation? We’d love to hear your thoughts in the comments below.

In response to these shifts, our Experiential Community is committed to leading the way and shaping the future of our industry. Emma Kirk, our General Manager, summarises:

“The IPM’s Experiential Effectiveness Community is shaping the future of experiential marketing. Together, we tackle critical industry challenges by defining the essence of experiential marketing and developing standardised measurement tools that provide quantifiable value for brands and agencies. By transforming competitors into collaborators, we empower one another to establish and elevate industry standards for the collective benefit. To register your interest and contribute to the progression of this dynamic sector, please reach out to us today.”

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