The Future of Brand Experience (some thoughts!)
“We should approach the design and execution of a brand experience as though we are designing, scripting and producing a striking piece of advertising, or a treatment for a screenplay. It should be like walking into a narrative-led TV ad; or a brilliantly crafted press ad; or a cleverly curated piece of social content; or a scene from a movie.”
It is a much-discussed subject; that advertising (as we knew it) is diminishing, that its consumption and relevance is in terminal decline. At the same time, that content is king and that consumers are hungry for experiences that drive content.
Traditional forms of advertising are far from dead. I think they are in transition and that "traditional" creative thinking is thriving. Consumers don’t think in terms of channels (pun intended…), they look for, and expect to find, creative/marketing/advertising /content wherever and whenever they are.
We are seeing brands being brave, looking their audiences in the eyes and meeting them face to face in the physical space. But we must ensure that what makes (not made!) advertising great in the first place is not forgotten or lost in the transition to, and integration of, experience and a content-based landscape.
I am biased from the point of view that I have worked in experiential and integrated marketing for 20 years. But I am also biased in that I love compelling advertising and the tradition of artistry and storytelling in TV ads and print.
We should approach the design and execution of a brand experience as though we are designing, scripting and producing a striking piece of advertising. Or a treatment for a screenplay.
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A brand experience should be like walking into a narrative-led TV ad, or a brilliantly crafted press ad, or a cleverly curated piece of social content, or a scene from a movie. It should be rooted in mise en scène; the coming together of sensory themes, of storytelling, of visual and even visceral methods.
It should be as good as Secret Cinema; where the bar has been raised to a level that seamlessly blends reality and meticulously crafted, curated experiences.
Experiential marketing can learn from the rich heritage of story-based and emotionally-engaged advertising; from cinematic scope and high production values; to communicating a brand’s message and personality in every element of the execution.
Advertising can, and is, adapting to incorporate a broader view based on consumer/user experiences, user generated content, self-publishing and multi-platform engagement.
Why not start with the brand experience? Then build the wider comms and advertising strategy from the point that the consumer will meet the brand face to face?
Events and experiential have traditionally sat more comfortably with PR, shopper and social, rather than with advertising creative and media strategy. The latter were, understandably, big ships to turn. The former seemed more adaptable, agile and open to what was regarded as a fledgling and execution-led “channel.” Things have changed and are continuing to change.
I believe the future is bright for advertising as it continues to adapt to a world of consumers increasingly demanding a two-way conversation; of people searching for experiences and wanting ever more opportunities to create their own content.
Experiential and events marketing will continue to thrive if we take inspiration from, and integrate with, great advertising.
We must tell compelling stories through experiences that communicate on sensory and emotional levels, as great advertising has always done.
World’s First Rosé Dispensing Billboard Wins IPM Grand Prix
When does a billboard become an experience?
How do you disrupt a category dominated by clichés?
We spoke to Harry Kelf at The Institute of Promotional Marketing to unpack the story behind the world’s first rosé-dispensing billboard. From uncovering Manchester’s unexpected love for rosé to pinpointing 19.2°C as the ideal serving temperature, we revealed how these powerful insights shaped one of the year’s most talked-about activations.
We look at the challenges of managing the unpredictable British climate and reveal how a social-first mindset drove the campaign to achieve an incredible 5.4 million social impressions and national press coverage.
For the next generation of experience makers, we offer some thoughts and advice: be brave, embrace the limitless possibilities of experiential marketing, and create campaigns that don’t just tell a story but invite people to become part of it.
We’ve seen brands like McDonald’s and Lynx experiment with aromatic billboards, but the Aldi Rosé Degrees Billboard took it to the next level by pouring rosé. What inspired you to take this bold creative leap and develop the world’s first rosé-dispensing billboard?
Take the BBC Dracula billboard, which used wooden stakes to form an image that glowed ominously at night, or Burger King’s fiery billboard, literally set alight to emphasise their ‘flame-grilled’ credentials. Specsavers also reinvented outdoor advertising with witty, disruptive billboards, consistently challenging traditional formats.
These classic campaigns kick-started a real surge in creative billboards—often called “special builds”—that blur the lines between advertising and experience. For Aldi, our goal was to take this concept even further.
Working with Clarion Communications, we wanted to lead the conversation around rosé during a key time of year—summer—and firmly establish Aldi as a standout choice among supermarkets. We knew that a billboard would be the simplest, boldest way to make a statement, but coming from an experiential sampling background, we wanted to get people interacting with the product, rather than just snap a photo and walk away.
How do we get people to taste the product? That’s how we ended up with the world’s first rosé-dispensing billboard.
It wasn’t just about being seen—it was about being tasted and remembered.
The campaign centred around a very specific temperature—19.2°C—what was so special about that number and how did it shape your creative approach?
The wine category is filled with generic claims—‘wine o’clock’ is one slogan that everyone knows, but it’s not something any one brand can truly own. We wanted to break away from these well-worn phrases and create something fresh that spoke to Aldi’s challenger spirit.
Clarion conducted insightful research across the UK to pinpoint the perfect temperature when people felt most inclined to enjoy a chilled glass of rosé. It turned out that 19.2°C was the magic number. And that insight became our anchor. Instead of relying on time-based clichés, we leaned into temperature.
The result? When the thermometer hit 19.2°C, that’s when the taps opened, and the rosé started flowing. It inspired everything—from the neon ‘Rosé Degrees’ sign to the giant thermometer that filled with rosé instead of mercury. Temperature rising was central to the story, building anticipation as the degrees climbed and the rosé filled the thermometer.
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Aldi has been on a roll with some seriously fun campaigns this year, from bottomless pigs in blankets to a rosé-dispensing billboard. How did you manage bringing Aldi’s brand identity to life across these activations?
Aldi doesn’t take itself too seriously—it’s about keeping things simple, light, and relevant.
Across these campaigns, whether it’s rosé or pigs in blankets, we always start with a really simple but relatable insight—something that makes people nod along, smile, or laugh because they know it’s true.
With the Bottomless Pigs in Blankets restaurant, it was built around the idea that almost everyone loves pigs in blankets, so we took this relevant human truth and created a pop-up restaurant, complete with a golden ‘Press for PIBs’ buzzer to unlock unlimited courses.
The key to all these activations is simplicity of message. We aim to make the core idea clear within a few seconds—something people can immediately understand and enjoy. Once we have that hook, we layer in detail, which is so important because unlike other forms of marketing, experiential campaigns like this allow people to spend 10 to 15 minutes not just taking in the visuals but interacting with staff, tasting the product, and learning where to buy it.
Every touchpoint has to be carefully thought through, from the custom-branded pink aprons worn by staff to the bespoke recycling bins that reinforced Aldi’s sustainability message.
The same meticulous attention to detail applies to the Pigs in Blankets restaurant. From cocktail napkins with the Aldi logo to the colour scheme and even the functionality of the ‘Press for PIBs’ button, every element was designed to immerse people in the experience. It’s these small but meaningful touches that elevate a campaign from good to great, creating something that people not only enjoy but also remember.
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Do you see this as a billboard, or a brand experience? How do you think this blending of advertising and experiential marketing will shape future of consumer interactions?
It’s both. I know that sounds like a politician’s answer, but it truly is. The rosé billboard functioned as a traditional advertising format, but the way we executed it transformed it into a fully-fledged experiential campaign. It allowed us to meet people face-to-face, let them taste the product, and have real conversations with the brand. At the same time, it gave people something to capture and share, turning it into a highly interactive form of advertising.
We live in an age where everyone is a content creator.
People are constantly looking for experiences they can share—whether to stand out among their friends or to connect with their social circles. This hunger for shareable moments has been one of the biggest drivers of experiential marketing, particularly as it intersects with social media. The rosé billboard tapped into this perfectly by offering something visually striking, fun to engage with, and easy to share.
In many ways, experiential marketing and traditional advertising can learn from each other. Advertising is exceptional at storytelling and evoking emotions—whether it’s fun, nostalgia, or adrenaline—and experiential marketing can benefit from weaving emotional hooks into its campaigns. On the flip side, experiential marketing provides something advertising often lacks: a two-way conversation.
Traditional ads broadcast messages, but people now want to interact with brands, influence how they think, and feel connected.
Experiential campaigns like the rosé billboard invite that dialogue, creating moments that are as much about listening as they are about speaking.
This blending of formats offers the best of both worlds. It turns a static medium like a billboard into something dynamic and interactive. For example, people didn’t just see the billboard; they tasted the rosé, shared their thoughts, and then captured their own content to share with friends. That level of interaction builds deeper connections with consumers, making the brand feel approachable and brave—brave enough to meet people where they are.
Looking ahead, I believe we’ll see more campaigns like this—fusing advertising, experiential marketing, and social media into cohesive experiences. The more we demonstrate the return on investment, like the regional and national spikes in rosé sales we saw during this campaign, the more clients will invest in making these activations bigger and better.
Imagine rolling out multiple rosé-dispensing billboards across the country, creating a network of interactive experiences. It’s these kinds of executions that will shape the future of consumer interactions by combining the emotional resonance of advertising with the participatory nature of experiential marketing.
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What key advice would you offer to aspiring experiential marketers looking to create the next generation of impactful campaigns, especially considering the rapid changes in today’s marketing landscape?
My first piece of advice is to embrace the unique opportunities that experiential marketing offers. Clients turn to experiential because they want to do something different—something that disrupts, engages, and creates meaningful interactions with people.
Unlike traditional media, experiential isn’t constrained by a screen size, a time limit, or a set format. You’re not limited to a 15-second ad, a short social video, or even the space of a product package.
Experiential opens up almost limitless possibilities to connect with people face-to-face in creative, sensory-driven ways. The only real constraints are budget and feasibility, so the potential for innovation is huge.
Another key factor is bravery. Experiential marketing requires brands to step out of their comfort zones. It’s about being willing to meet consumers where they are—whether that’s in Manchester or at a pop-up activation in London—and to take the calculated risk of putting your product and message directly in front of them. There’s always the chance someone might not like what they experience and share that opinion online. But when brands are brave enough to invite people to taste, touch, or interact with their products and then share those moments on their own terms, it creates authenticity and builds trust. Consumers respect brands that show up, engage directly, and invite honest feedback.
Finally, remember that experiential marketing is about creating a two-way conversation. Traditional advertising often pushes a message to consumers, but experiential allows people to participate, react, and influence how they perceive a brand. This is where marketing is heading—a more interactive, dialogue-driven approach. If you can design campaigns that blend bold creativity with real opportunities for interaction, you’ll stand out in today’s crowded landscape.
My advice to aspiring experiential marketers is this: think beyond the constraints of other media, be brave enough to take risks, and design experiences that not only tell a story but invite people to become part of it. That’s how you’ll create campaigns that truly resonate and leave a lasting impact.