FIVE THINGS TO KNOW THIS WEEK
This week’s hot takes on hot topics in experiential marketing cover flavor interventions, coffee portraits and death predictions.
KNORR USES COMEDY TO SLAM FLAVORLESS DINNERS AT ITS ‘CHICKEN ROAST’
If ever a weeknight dinner option needed a flavor upgrade, it’s chicken. So to tout the deep, slow-roasted taste of its Chicken Boullion and Premium Flavor Base, Knorr held a “flavor intervention” on Aug. 10 at New York’s Nine Orchard Hotel.
In partnership with actress and comedian Meg Stalter, the brand hosted The Knorr Chicken Roast, a culinary-meets-comedy event during which Stalter roasted some of the internet’s worst chicken disasters and saddest recipes.
Attendees also looked on as chef Sohla El-Waylly demonstrated how the brand’s products create flavor depth for time-strapped consumers, and, of course, sampled plenty of signature Knorr recipes. Exclusive merch was also on the menu. Chef’s kiss. (Agencies: Allie Hayley; Weber Shandwick)
Photo credit: Kate Owen for Knorr
HONESTY IS THE MOST BRUTAL POLICY AT THIS BACK-TO-SCHOOL POP-UP
Speaking of roasting, it’s no secret that kids are brutally honest. So on Aug. 9, in a nod to its namesake, and its ingredient transparency, organic juice brand Honest Kids rolled up to Chicago’s Lincoln Park Zoo and asked youngsters for hot takes on their parents.
The back-to-school campaign invited local kids to stop by a branded booth and say the darndest things about adults, while the parents were writing their little ones handwritten notes on Honest Kids’ limited-edition school packaging, which includes a blank space on each box for personalized messages.
Here’s hoping no kid walked out of the activation with bribe material. (Agencies: Havas Chicago; Annex Chicago)
Photos: Courtesy of Honest Kids
‘HOUSE OF THE DRAGON’ FANS EAT BLOOD SAUCE AND MAKE DEATH FORECASTS
Like the original series before it, “House of the Dragon” has amassed a diehard fandom that gathers around the tv to watch new episodes each Sunday evening. So just before the release of the season-three finale, HBO Max took over NYC’s historic Angel Orensanz Foundation and welcomed superfans, creators and VIPs into a “life-or-death” scenario.
On Aug. 9., the brand hosted “Sunday Supper: Win or Dine,” a communal culinary experience and screening event inspired by the world of Westeros. With courses curated by chef Mads Refslund, menu items spanned everything from Rhaenyra’s Lemon Cake to grilled lobster with blood sauce. Meanwhile, design highlights included dragon-themed visuals, black-and-green seating, Helaena-inspired butterflies and name cards sewn like the character’s tapestry.
While dining, and before being treated to an exclusive viewing of the finale, attendees participated in interactive prediction moments to share which characters they thought would die before the end of the episode. Then when dessert arrived, it came in the form of dragon eggs containing messages with arrows that were used to denote the final morbid guesses.
But wait, there’s more. The audience also enjoyed a conversation led by the official “Game of Thrones” podcast co-hosts, and surprise post-screening Q&A featuring Ryan Condal (series co-creator and executive producer) and cast member Tommy Flanagan (Roddy the Ruin) about the season’s biggest moments.
Photo credit: Lanna Apisukh/HBO
CROCS TURNS ITS ACCESSORIES INTO SUPERSIZED ART INSTALLATIONS
Anyone operating in the consumer activation space knows that charms—for bags, shoes, phones and beyond—have taken hold of pop culture. And as part of its “Pop In. Vibe Out.” personalization campaign, Crocs fed the flames with oversized versions of its products adorned with its “Jibbitz” charms.
From August 6-9 in Chicago, Cros fans could scour Navy Pier for a giant tote bag, shoe, disco ball, and other installations, all decorated with larger-than-life charms. Beyond inspiring plenty of UGC, the activation featured brand ambassadors stationed at each sculpture, who dished out free Jibbitz and spoke to Crocs’ loyalty program. Charmed, we’re sure. (Agency: City Eventions)
Photos: Courtesy of Crocs
L’OCCITANE INVITES PRODUCT DISCOVERY AT A COZY NYC CAFÉ
Younger generations aren’t in the habit of bellying up to a beauty counter to test out products, so for the debut of its newest Almond Mist fragrances, Amande Crème Brûlée and Amande Pistache, L’Occitane took a cue from the products’ names and popped up a beauty-themed café in Manhattan from July 24-26.
On a mission to create a warm, sensory experience, the brand encouraged attendees to discover its fragrances via a blend of hospitality, product discovery and education, and retail. That included the Amande scent bar, a guided exploration of the new products, croissants and coffee, personalized “coffee portraits,” brand swag, and the option to make purchases right on-site, which triggered a free gift.
Then there was our favorite touchpoint: The Pup Parlor, a branded outdoor installation where dogs could fuel up on water before accompanying their human into the café. (Agency: Gradient Experience)
Photos: Courtesy of L’Occitane
