Coachella has always been a melting pot of music, fashion, and cultural trends—but in 2025, it was also a masterclass in experiential marketing. As the internet-dubbed ‘Brandchella’ returned to the stage this past weekend, some of the world’s most recognisable brands brought their A-game to the desert, creating immersive experiences that blurred the line between fun and functionality. From wellness lounges to interactive installations, here are some of the standout brand activations that caught our attention and proved we are very much in the golden age of experiential marketing.
- Aperol – The Aperol Spritz Piazza
Aperol didn’t just turn up to Coachella—they built a whole Mediterranean world in the middle of the desert. After becoming the ‘it’ drink of 2024, their vibrant Italian piazza-inspired space stood out like an oasis in the general admission, swathed in Aperol orange and packed with signature spritzes, spontaneous moments, daily surprises and digital trivia challenges – giving visitors the chance to win exclusive prizes that infuse the vibrant joy of Aperol into each day of the festival.
Image – Aperol
The outdoor seating and social-friendly aesthetics made it one of the most inviting and Instagrammable spots at the festival – a true celebration of la dolce vita, Coachella-style.
Why it worked: It was a masterclass in immersive branding. Aperol’s brand ethos revolves around joy, togetherness, and a carefree, positive spirit and their space at Coachella was the embodiment of that – where friends can gather and relax whilst celebrating Italy’s #1 cocktail.
Aperol transported guests, creating emotional and visual connections through vibrant aesthetics, signature cocktails, and the all-important shareable photo ops. Even those who couldn’t make it to the festival weren’t left out—Aperol livestreamed the Coachella experience globally, extending reach far beyond the desert.
- Sol de Janeiro – Casa Cheirosa
As Coachella’s first fragrances and exclusive body care partner, Sol de Janeiro’s 30ft x 30ft sensory activation effortlessly echoed the vibrancy of their brand. Bright, bold and irresistibly scented, this brand activation was impossible to miss – complete with product sampling and freebies, photo ops, and a whole lot of tropical energy.
Image – Happi.com
Brand ambassadors guided guests through the zones and educated them on the brand’s Cheirosa mist collection. Our favourite detail? The reimagined Rio Orelhões, a humble phone booth transformed into a colourful scent portal into a colourful scent portal into their Cheirosa fragrance collection.
Why it worked: It was joyful, vibrant, and totally unforgettable. From scent to sight to sound, every sense was activated—creating a moment of full brand immersion. In a sea of activations, Sol de Janeiro didn’t just stand out—they lingered long after the music stopped.
- AMEX – The AMEX Experience
As the official card sponsor of the event, American Express brought the VIP customer treatment to life—quite literally. From exclusive merch stations to, a perfectly air-conditioned lounge, refreshments, a photo booth and even simple things like phone chargers (let’s be real, our phones were struggling in that heat) AMEX offered its cardholders a cool, curated escape from the Coachella chaos.
Image – American Express Instagram.
It was the perfect blend of practical perks and premium touches. They even curated a complimentary ‘get-ready space’ complete with body glam and bow stacking services – every detail designed with their audience in mind.
Why it worked: This was exclusivity done right. Every element of the experience felt unmistakably “AMEX”—thoughtful, premium, and personalised. It deepened brand loyalty while delivering real value to attendees. Plus, the queue to get in? Proof of success.
- 818 x Rhode – The Outpost Returns
Image – Rhode Instagram.
Sometimes, doing the same thing twice is the winning move—especially if it was iconic the first time. That’s exactly what 818 Tequila and Rhode did, reviving their fan-favourite photobooth and vending machine combo from Coachella 2024 and adding even more rewards for 2025. Simply take your coin, put it in the slot, get your freebie gift, and snap a pic for the gram.
Why it worked: This was clever brand consistency with a twist. Nostalgia met innovation, building anticipation and rewarding fans who returned. The result? Buzz, envy, and an irresistible photo moment. The kind of simple, playful activation that creates serious brand love.
- Pinterest – Your Desert Oasis, Remixed
Pinterest has long been the unofficial style guide of Coachella. This year, they made that official with a desert circus where visitors could remix their aesthetic using trending looks, guided by collage artist Ramisha Sattar.
Why it worked: Pinterest turned passive scrolling into an active, in-person experience. It was bold, fun, and entirely on-brand—a visual playground that inspired creativity, celebrated individuality, and let festivalgoers become part of the trend story.
Image – Pinterest Instagram.
- Neutrogena – Feel the Music, Not Your Sunscreen
In a place where the heat hits triple digits, Neutrogena played it smart. Returning as the official sunscreen sponsor for a third year, their sampling stations kept guests protected and glowing—with zero greasy residue.
Why it worked: This is practical brand activation at its best. Meeting a genuine need, reinforcing product performance in real-time, and ensuring their name is top-of-mind every time the sun shines. Sometimes, it’s the simple ideas that deliver the strongest impressions.
Image – Neutrogena Instagram
The first weekend of Coachella 2025 proved, once again, that brand activations aren’t just part of the backdrop anymore —they’re headliners in their own right. Each of these experiences offered more than just a branded moment; they offered connection, memory-making, and shareable delight. Whether through exclusivity, utility, creativity, or emotional resonance, they demonstrated the power of experiential to move people—and brands—forward.
At Cook + Associates, we live for this intersection of creativity and connection. These activations show just how far a strong brand experience can go when it’s grounded in strategy, soaked in storytelling, and built to make people feel something.
Heading to Weekend 2? Don’t just go to Coachella—go to Brandchella. And if you’re ready to craft your own show-stopping brand experience, let’s make it unforgettable—together. Get in touch with us →