Cannes Lions 2025: Embracing the Era of Experiential Marketing
In today’s world, people are investing more money in experiences than ever before. According to Marcel Marcondes, global chief marketing officer at AB InBev, spending on experiences has increased by 65% in the past five years and is expected to grow into an $8 trillion market. This shift towards experiences has led to what Marcondes calls “the age of experiences”, where brands are challenged to connect with consumers on a deeper level by understanding and matching their lifestyle.
Mathilde Delhoume, global chief brand officer at LVMH, emphasizes the importance of going above and beyond to impress customers. She believes that delighting customers with experiences they never thought possible is key to staying competitive in today’s market. Delhoume shared examples from LVMH, such as the luxury Belmond train journey and the Louis Vuitton flagship store in New York, which has been transformed with giant travel trunks while undergoing renovation.
At Apple, VP of marketing communications Tor Myhren highlighted the importance of bringing TV shows to life to create a tangible experience for viewers. For the show “Severance”, Apple recreated the office setting from the show in a glass cube at Grand Central Terminal in New York, allowing fans to interact with the environment and the actors in a real-life setting.
During Cannes Lions 2025, brands like Pinterest, Meta, and Amazon introduced engaging experiences to their branded beach areas. Pinterest invited visitors to craft and create at huge tables, while Meta offered a Reels Skate Park experience pairing visitors with creative directors to film reels. At the Amazon Beach, guests lined up for the chance to create their own fragrance. These immersive experiences were designed to leave a lasting impression on visitors and showcase the creativity and innovation of each brand.
