Coachella 2025
April 21, 2025
This year’s Coachella Valley Festival wasn’t just about surprise guests and killer fits — it was a brand playground where vibes met value. From 818 and Rhode’s cult-fave photo booth to AMEX’s air-conditioned haven, the best activations served up IRL moments worth sharing (and re-sharing).
Whether it was spritzes, skincare, or sober-curious sips, these brands tapped into the lifestyle Gen Z lives for — immersive, aesthetic, and just a little exclusive.
Let’s get into who really understood the assignment at Coachella 2025.
Coachella 2025 Expands ‘Soberchella’ With More Non-Alcoholic Options Than Ever | MSN
The New Bar returned for its third year as the official non-alcoholic partner, featuring two bars stocked with non-alcoholic beverages like beer, wine, and ready-to-drink alternatives from brands including Almave, Recess Zero Proof, Free AF, French Bloom wines, and Optimist Botanicals. The activation catered to the sober-curious crowd, offering inclusive options for all attendees.
Neutrogena Oasis: Sun Protection Meets Engagement | Happi
Neutrogena returned as the official sunscreen sponsor, offering sampling stations that kept guests protected and glowing. The activation reinforced product performance in real-time, ensuring the brand remained top-of-mind every time the sun shone.
818 x Rhode Photobooth: A Collaborative Fan Favorite | Shop Drop Daily
Kendall Jenner’s 818 Tequila and Hailey Bieber’s Rhode skincare brand revived their fan-favorite photobooth and vending machine combo. Attendees could take a photo and receive a Rhode lip balm and a mini bottle of 818 tequila, blending nostalgia with innovation and rewarding returning fans.
Aperol’s Aperol Spritz Piazza: Mediterranean Vibes in the Desert | PR Newswire
Aperol created a vibrant Italian piazza-inspired space, swathed in Aperol orange and packed with signature spritzes, spontaneous moments, daily surprises, and digital trivia challenges. The activation offered attendees a taste of la dolce vita, Coachella-style.
AMEX Experience: Exclusive Perks for Cardholders | American Express
American Express returned with its “AMEX Experience,” offering cardholders and their guests exclusive merchandise personalization, a perfectly air-conditioned lounge, refreshments, a photo booth, and even phone chargers. The activation blended practical perks with premium touches, reinforcing AMEX’s commitment to providing value-added experiences.