Immersive Brand Experiences

No matter the shopping channel, brand success depends on the basic principle of consumers buying products. And brands have learned that by developing a deeper connection with consumers and nurturing a relationship, a continuous purchasing cycle can be achieved. This relationship development has uncovered the importance of delivering memorable brand experiences. Even pre-pandemic, brands were working with creative teams and forming unique collaborative partnerships to curate immersive experiences to surprise and delight shoppers. From pop-up shops to new DTC retail spaces, CPG brands are seeing the power of directly connecting with shoppers to gain market share and create a brand fan base.“We continuously see the push toward direct-to-consumer relationships. You are seeing that more and more in the CPG world and seeing a lot of experiential things happening, even pre-pandemic,” says Melissa Gonzalez, CEO and chief strategist of The Lionesque Group, an MG2 company. “It’s about creating that emotional connection with the brand and taking it beyond the product on the shelf. Companies are investing in creating deeper connections that entrench the consumer in the lifestyle and value proposition of the brand.” While astute brands have been leveraging the online experience and connecting with consumers wherever they are, especially since COVID-19 hit, physical retail and in-person experiences deepen the brand-consumer relationship. Shoppers are craving opportunities for exploration and discovery — to get out of the house, be inspired and feel a sense of community. From ritualizing a daily event to offering personalization and customization, immersive experiences open consumers’ eyes to the possibilities of a product and increase the lifetime value of the brand.“With the overwhelming adoption of online exploration and transaction, designing compelling brand experiences across the entire omnichannel landscape is more important than ever,” says Nick Burdett, Digital Director EMEA for Landor & Fitch. “Experience is the brand’s opportunity to truly differentiate in the marketplace, and to build affinity and preference with customers. And since the last best experience that anyone has anywhere becomes the minimum expectation for the experiences they want everywhere, brands must push the envelope to create relevant, intuitive and engaging experiences.”Considering the sea of choices in the CPG world, Gonzalez challenges brands to think about what is going to make a product stand out in a deeper way. She believes notable immersive experiences educate, demystify, inspire and empower consumers, achieving the emotional connection that helps a brand stand out. “If the brand can successfully do all of those things, I think they have a powerful opportunity to increase brand loyalty,” says Gonzalez.Read on to see how M&M’s, KitKat, 5 Element Food Therapy, Cuyana, Business & Pleasure Co. and Old Spice are bringing the lifestyle and value proposition of their brands to life in immersive experiences that surprise and delight shoppers.M&M’s BerlinIn October 2021, M&M’s introduced an immersive flagship retail experience in Berlin. The brand experience celebrates M&M’s commitment “to creating a world where everyone feels they belong.”“At M&M’s, our aim is to always elevate and evolve our fans’ experiences with the brand. Creating immersive experiences like our newest Flagship M&M’s Berlin is a continued step forward in reaching the M&M’s fans in a meaningfully unique and dynamic way,” says Patrick McIntyre, director of global retail at Mars Retail Group. “M&M’s Berlin is our first store in continental Europe allowing Berliners and travelers alike to experience M&M’s in a way they haven’t had the opportunity to before across all five senses.”The approximately 32,000-square-foot immersive retail experience exudes the vibrant energy and artistic roots of Berlin. The colorful space includes experiential highlights such as an M&M’s Cafe, offering M&M’s beverages, cookies and ice cream, as well as photo moments at the Karaoke Garden — a tribute to Berlin’s karaoke culture. At M&M’s Street Art, fans can visit a graffiti wall inspired by the Berlin Wall. Visitors can also shop M&M’s Berlin merchandise at the “I

Immersive Brand Experiences

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