Spring’s hottest ticket is about to fringe and flaunt its way into a second weekend. We’re talking Coachella Valley Music and Arts Festival, the trendsetting, celebrity hotspot that boasts some pretty epic experiential marketing programs on top of epic performances. Ahead of the Indio, CA, festival’s second and final weekend, April 19-21, we offer our roundup of the brands that have come out to play in the desert.
Check back for updates, and rock on.
A rearranged Coachella landscape teed up a Heineken House revamp this year, the 20th year of the Indio, CA, festival and Heineken’s 18th year as the official brew of the massive event. What for the past five years has been an activation footprint with a walled structure and a club atmosphere this year morphed into a retro-inspired open beer garden concept with a striking slanted roof providing coveted shade and the brand’s signature performance stage. (Stay tuned for more in-depth coverage.)
Photo courtesy: Jesse Lirola
PEET’S COLD BREW
If there’s one premium Coachella attendees crave, it’s a break from the heat, and Peet’s delivered. The brand returned to the festival with its vintage coach bus, this time dubbed the #BetterEnergy Bus, which was parked in the center of the Coachella Camping hub. Outside the vehicle, a shaded lounge, charging stations and cooling misters recharged attendees. Inside, 1950s-style salon chairs with oversized hair dryers blowing cold air offered another escape from the heat. Free cold brew samples were, of course, part of the mix as well.
Inside the festival, attendees could check out the Peet’s Cold Brew Tap Room, a unique draft coffee experience usually reserved for beer, with Peet’s Baridi Blend Cold Brew and Nitro Cold Brew flowing from a custom tap bar featuring a handcrafted eight-tap system. And, appealing to night owls, Peet’s Cold Brew Trikes wheeled around the campgrounds during Coachella’s Silent Disco, dishing out samples from 1-3 a.m. to keep the party going. The trikes were also used for “happy hours” during which the brand dished out “sip size” samples, as well as a surprise pair of VIP badge upgrades.
AMERICAN EXPRESS LOUNGE
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