M&C Saatchi Talk’s Post

Ever wondered how your favorite beer brand became the ultimate festival buddy? You know, the one that's always there to make the party bigger and better? Well, let's dive into the story of how Heineken became the go-to beer for music lovers around the world! The HEINEKEN Company is always a big part of the fun at music festivals! First, some cool stats: • Heineken is one of the top beer brands in the world, with the market expected to grow to $750 billion by 2025! • Music festivals are a huge deal, with a global market size of $26 billion! So, what did Heineken do? • They partnered with festivals like Coachella to connect with young fans who love great beer and music! • They created unforgettable experiences, like interactive events and activations! • They tapped into the emotional highs of festival-goers, making memories that last a lifetime! • They teamed up with well-known festivals to amplify their brand reach! • They stayed on top of youth trends, adapting to what's hot and what's not! That's how Heineken became a rockstar in the music festival scene! Takeaways for brand strategists: • Connect with your audience's passions! • Partner with the right people! • Create experiences that wow! • Stay on top of trends! • Tap into emotions! Heineken's success is all about aligning their brand with the lifestyle and passions of their audience, creating memorable experiences, and adapting to trends. Cheers to that! __________________________________________________________ Hi, for more such brand insights and stories, follow me here Shardul Nandapurkar!

This summer we tested out a belief that the lack of availability of espresso martini's at major events (festivals, music venues, sports stadiums, etc.) was an enormous missed opportunity and that BOMANI was the perfect solution. The simple realization we had is that when we attended music festivals we couldn't get espresso martinis. Which sucks when you consider it's the perfect drink for that occasion. BOMANI profitably solves that problem. No need to mix, shake, chill, etc. All you need to do is crack open a cold can and enjoy a delicious, premium espresso martini wherever you want. At our first major event (music, extreme sports, big letters that come before "Y") we were the top selling product of the weekend from a dollar sales perspective and it wasn't particularly close. What we learned is that our hypothesis was correct. People want espresso martinis in a delicious, convenient, better-for-you format and BOMANI is the answer.

Interesting thoughts on festivals here. I was personally sad to see Chattanooga's Moon River go this year (among others). I do think the new generation of concert-goers is quite different than previous ones. I've definitely noticed less alcohol consumption, but I have also noticed (and can attest to) is that merch sales are up. Perhaps what's important has changed? Festivals really need to curate a big flashy theme, especially with a generation that lives to post on social media! You can't get by with basic tents of food and beer. You really need to create the whole atmosphere & vibe with decor, experiences, crafted cocktails/mocktails, merch that pairs- it's beyond the lineup at this point. Correction: Moon River will be back!

Outside Lands, the three-day festival by Another Planet Entertainment celebrating music, food, wine, beer, art, and cannabis, is taking place at Golden Gate Park in San Francisco. We used Booking Agent Info to uncover the agencies behind this year's lineup. Wasserman leads with over a third of the lineup. Their roster includes headliner Sturgill Simpson, Idris Elba, Kaytranada, Chappell Roan, Channel Tres, Chris Lake, and many others. Creative Artists Agency, with 15%, includes headliners Post Malone and Sabrina Carpenter, who has been leading the Spotify charts for weeks. Other artists under CAA are Shaboozey, Uncle Waffles, CMAT, and more. WME | William Morris Endeavor, representing 13% of the lineup, boasts headliner The Killers, along with Schoolboy Q, Honeyluv, Seth Troxler, Teddy Swims, Victoria Monet, and others. United Talent Agency, holding 12% of the lineup, includes artists like Young the Giant, Kasablanca, Allen Stone, and more. TBA Agency, with 8%, represents acts such as Jungle, STRFKR, Underscores, Trueno (who has one of the hottest Latin songs we've tracked), and others. The remaining 19% of the lineup consists of artists represented by various other agencies and those who handle their bookings in-house. It should be noted that we excluded one artist from our dataset due to the lack of available data.

The music festival industry is facing a significant challenge as ticket sales continue to drop, and the root cause lies in the increasing reliance on generic entertainment and marketing strategies driven solely by data analytics. While these methods can be effective for short-term gains, they often lack the creativity and vision necessary to sustain long-term interest and excitement. This issue has become a persistent “cancer” within the live events industry, leading to the downfall of even some of the largest festivals. As someone with a deep passion and love for festivals, I see the potential to reverse this trend. With the right creative vision and strategic approach, we can breathe new life into these events and significantly boost their online video audiences. The focus needs to shift back to the authentic experience that festivals can offer, rather than just the numbers-driven approach that has been dominating the scene. Jesse Banerjee Chippendales Estate Administrator/Heir – Nightlife Visionary Passionate About Dance Music, Leisure & Travel

Sorry, We Don't Serve Alcohol, Just THC-Infused Beverages - Is the Miami Music Festival the Canary in the Coal Mine for Booze ...? While the headline is slightly misleading in that it suggests that the festival was entirely alcohol free (it was not!), the fact is that Milonga Yerba Mate, specifically the Peach Ginger and Citrus "light" versions containing 10mg THC and 10mg CBD, were available. As such, this was a groundbreaking event since it became the first cannabis-infused beverage to premiere at a major music event, the first step towards normalizing cannabis infused beverage and ushering in a new era of social enjoyment and wellness. The consensus was that Milonga's debut found its perfect stage against the vibrant backdrop of Miami Music Week's multi-cultural event. Amidst the pulsating energy and elation of dance, the Milonga beverage seems to have echoed the event's pizzazz while offering a gentle, euphoric lift devoid of the weariness, lethargy and dreaded hangover associated with alcohol. And without the resounding likelihood of overindulgence that puts the user over the proverbial cliff with no legitimate chance of recovery. By all accounts, the reception was resounding. Milonga's supplies flew off the shelves, a testament to its immediate allure among both cannabis connoisseurs and newcomers alike. However, while we transition to a society where we cannabis-infused beverage becomes normalized, it is critical to remember that moderation is still paramount. Unlike the old days where cannabis beverages tasted terrible, we now have options that will allow us to get comfortable with the process by dosing incrementally, and over the course of time find the right dosage for your personal taste. Since the THC in most cannabis beverages is water-soluble and homogenous (thank you Azuca) you now get an evenly distributed dose in each sip. And the impact is now closer to what cannabis smokers normally expect, as quicky as 10 - 20 minutes and peaking within about 45 minutes to an hour depending on the dose and your tolerance. For example, a serving of a cannabis drink typically contains between 2.5 to 5 to 10 or even 25 milligrams of THC. Comparatively, while the effects of cannabis drinks differ from those of alcoholic beverages, but understanding dosage equivalence can help newcomers. A microdose of THC (2 to 5 mg) is akin to consuming a light beer (3% to 5% ABV), a medium dose (5 to 10 mg) is closer to a higher ABV beer or a mixed cocktail, while a stronger dose (25 mg) is equivalent to the effects of several mixed cocktails, martinis or a bottle of wine. These estimates to not account for differences in individual tolerance levels amongst users (which can be significantly different than for those accustomed to smoking or vaping cannabis). Either way, it is essential to adhere to the "start low, go slow" guideline due to individual variations in tolerance.

Did you know Edmonton is Canada’s “Festival City,” with more than 50 unique festivals each year? These include the Edmonton Fringe Festival, Edmonton Folk Music Festival, Taste of Edmonton, Edmonton Heritage Festival, and more. We need to do more than just cheerlead these wonderful events. our #YEGbusinesses, need to actively benefit from them. To sustain this momentum we gained during the playoffs, we have outlined six actionable steps for you to take to elevate your business to the next level: 1. Prep Your Space🫧: Maintain clean, attractive facilities to impress customers and enhance their experience. 2. Staff Appropriately🤵: Ensure sufficient, friendly, and knowledgeable staff to provide excellent service and foster customer loyalty. 3. Engage with Visitors🏢: Create a welcoming atmosphere and build long-lasting relationships by making visitors feel they belong. 4. Offer Specials🍾: Use themed menu items, drink specials, and exclusive discounts to attract customers and encourage reviews. 5. Promote the City 🏙️ : Train staff to recommend other local businesses and attractions, boosting the city’s economy. 6. Be Present Online📱: Leverage social media to amplify your business’s presence and engage with customers. Get involved in summer festivals to create a positive feedback loop that benefits both businesses and the community! Read the full article on how to keep the momentum going here: https://lnkd.in/grG8gZfy

Bob Sechler, Austin Business Journal. The Austin City Limits Music Festival (ACL) Fest, has a significant economic impact on Austin, with last year's event contributing approximately $500 million to the city, up from about $450 million in 2022. The festival, which attracted roughly 450,000 attendees over two weekends in 2023, generates direct, indirect, and induced spending, benefiting various sectors such as food and beverage, hotels, and local businesses. The economic impact report, produced by consulting firm AngelouEconomics for festival organizer C3 Presents, highlights ACL Fest as the largest annual event in Austin. Additionally, the festival has contributed over $63 million to Austin's public parks over the past 19 years through its partnership with the Austin Parks Foundation. #austincitylimits #musicfestival #economicimpact #localbusinesses #communitybenefits #livemusic #austinparks #festivaleconomy #musicfans #culturalimpact #localvendors #tourismimpact #cityofaustin #eventmanagement #festivallife #musicindustry #economicgrowth #artsandculture #communitydevelopment #musiclovers

Lidl goes music festivals: Energizing summer events with fresh and healthy food! At Lidl, we’re dedicated to promoting health through mindful and conscious eating. As a food retailer, our mission is to support people lead healthier lives. This summer, we took that commitment to festivals across Europe. From fresh food bars to mobile kitchens serving warm dishes, we provided festival-goers with healthy, nutritious options. 🍏🍌    “The mood of the employees in the festival store and the visitors of the festival was overwhelming. Everyone was surprised and delighted by the large selection, the beautiful store itself and the relaxed atmosphere around the campfire at the Lidl Grillfield. It was an unforgettable time for all participants and a great success,” says Kim Harlacher, Project Manager Marketing Greenfield Festival at Lidl Schweiz.    Fresh fruits, veggies, plant-based meals, camping essentials, and even sunscreen application points were all available. Everything festival-goers needed to stay energized and protected, all at the best possible Lidl prices.   “What we eat has an enormous impact on our health and the environment. That is why it is important to us to make it easy for our customers to make conscious choices about healthy and more sustainable products wherever they are - from the store, to the football stadiums at UEFA EURO 2024™, to colorful festivals across Europe,” explains Dr. Jennifer Maria Cords, Senior Vice President Corporate Affairs at Lidl International.    Check out some behind-the-scenes moments from Lidl at summer festivals below. 👇    Have you made it to any festivals this year?    #LidlInternational #LidlGoesFestivals #PromotingHealth #teamlidl Lidl in Deutschland Lidl Nederland Lidl Schweiz Lidl România Lidl Magyarország

We hope you Glastonbury goers are almost fully recovered! Festival season is well underway, and events like Glastonbury and Pride have become big moments for brand activation, but whether it’s a pop-up shop or sponsored float, brands often come across as intrusive rather than playing an authentic role. Do purpose-led activations offer a better way? Brands can show they truly understand culture and connect with their audience by supporting causes that create a positive impact and promote a more sustainable cultural ecosystem. For example, the Decathlon’s “No Tent Left Behind” scheme helped festivals save money and festivalgoers enjoy the season more responsibly by enabling them to return their tents. Or, take Jägermeister's Save the Night fund, which supports the struggling nightlife industry. One recipient, Belfast's “Free The Night,” used their award to create a documentary highlighting the cultural value of dance floors and electronic music to engage political stakeholders. This approach could be replicated for festival season where 42 festivals have had to cancel this year due to rising costs. Where do you want to see brands supporting the festival season or have brands grabbed your attention when showing up at festivals this year?