Coachella 2025: At the festival, there’s a brand activation for every need
While known for its packed lineups, distinctive art and eccentric crowds, the Coachella Valley Music & Arts Festival has also become something of a marketing playground.
Every year, brands line up their booths and tents – dubbed “activations” – on festival grounds in an attempt to woo festivalgoers and gain valuable recognition.
And, over time, they’ve gotten quite creative on how they go about that: A soap company may offer to bedazzle you; a cocktail brand might give you a chance to meet Charli xcx.
Above all, it seems brands are in on the secret to successfully involving festival attendees in their activations: utility.
@the.socal.local Every year, brands line up their booths and tents – dubbed “activations” – on festival grounds in an attempt to woo festival-goers and gain valuable recognition. Here are our favorites, with more details at the link in our bio. #coachella #coachella2025 #takis #soldejaneiro #method #aperolspritz #internationaldelight
Here’s the best brand activations we saw for every need:
If you need a quick pick-me-up
International Delight delighted with free coffee samples, giving visitors the option to choose between seven of their coffee creamer flavor, and five of their cold foam toppers. And, besides the literal pick-me-up that caffeine provides, the activation also offered the chance to make your own music video (or, “creamix” as they called it) complete with a green screen, props and several different music genre options. Seeing yourself in a music video will wake you up, trust me.
If snack time is calling
Coachella food is expensive, and there’s few ways around that. The Taki activation provides a hack, if you’re looking for a quick snack. Inside, you’ll find four different Taki flavors, all with varying levels of heat, and a bevy of sample cups. There’s also a DJ, and a live video screen that turns you into an anime character.
If you’re sweating
Let’s be real: Coachella heat and dancing does not always yield the freshest body odor. If you’re in a pinch, the Sol de Janeiro activation has you covered. Attracting one of the longest lines among all the brands, the perfume company offered photo ops and perfume samples. Scent “experts” stood by, offering their two cents on what scent suited visitors best, and the brand offered a chance to try their Flor, Água and Danca limited-edition scents.
If you need a touch-up
Feeling underdressed? Craving glitter? Method – a maker of soaps – has you covered. The brand offered makeup artists that were prepared to glitter you up or offer you adhesive bedazzling for your face. The activation was multi-roomed, beginning in a shower-like room. Then, you’re offered a sample of either their “Pure Peace” or “Sea + Surf” body wash, and then handed off to the makeup artists. For a soap company, it was shockingly elaborate.
If you’re thirsty
Bar lines can be long at the festival, and options can be rudimentary. If you’re looking for something a little different – with a decently short wait – the Aperol Spritz activation is a great option. Beyond the spritz, which was available for $18, the brand also offered different activities for each day of the weekend. Friday brought trivia (and prizes), Saturday hosted makeup artists and Sunday was devoted to photo opps. Plus, there was a chance you’d run into Charli xcx. That’s right: The maker of “brat summer” is apparently a big fan of the brand, and partnered with it for a surprise meet-and-greet during weekend one. During weekend two, she even had an Aperol Spritz in hand during her Saturday night performance.