Inside Coachella 2025: Brand Activations That Stole the Spotlight

Media Assistant Tash Smith takes us through her favourite brand activations from Weekend 1 of Coachella 2025.

Coachella has evolved far beyond its roots as a music festival — it’s now a marketing playground where brands show up to make a statement. Each year, the stakes get higher, with immersive experiences, bold brand activations, and unforgettable influencer campaigns setting new standards. From innovative partnerships to highly curated pop-ups, the festival has become a blueprint for the future of experiential marketing.

One of the most talked about activations at Coachella has to be the collab between 818 Tequila and Rhode Skin. Kendall Jenner and Hailey Bieber teamed up to create a photobooth experience that captured the “clean girl who loves a good party” vibe. This activation was more than just a photo op — fans received branded coins to snap photobooth pics, claim free Rhode lip peptides, and sip on mini bottles of 818.

Cleverly, the booth also tapped into Rhode’s recent viral momentum. From the cult-favourite lip tints to the iconic phone cases — all reinforcing the brand’s relevance and cultural clout. It was the ultimate blend of beauty, booze, and bestie energy. With this brand activation leveraging the real-life friendship of the founders to deliver an experience that felt genuine and exciting. In a world where Gen Z values experience just as much (if not more) than the product itself, this booth nailed it.

Another impressive presence came from Sol de Janeiro, whose immersive Casa Cheirosa activation elevated the art of fragrance storytelling through an experiential lens. The vibrant 30×30-foot installation offered a multi-sensory oasis designed to captivate festival-goers. With six immersive zones showcasing the full Cheirosa Perfume Mist collection, attendees were guided through a curated journey of scent, self-expression, and connection. This was all anchored by the brand’s cult-favourite Cheirosa 62. From personalised layering rituals to music video booths and sustainably reimagined Rio-style scent portals, Sol de Janeiro successfully blended beauty with culture and creativity.

As one of Palmer’s key competitors in the body care category, Sol de Janeiro’s bold presence highlights the growing demand for transportive, indulgent skincare experiences. Something Palmer’s is directly addressing with the launch of their new Brazilian Coco Cream. Crafted to rival offerings like the viral Brazilian Bum Bum Cream, Palmer’s new formula delivers rich hydration, firming benefits, and tropical appeal at a more accessible price point. The Coachella stage presents a clear benchmark for brands aiming to connect emotionally with consumers. With Brazilian Coco Cream, Palmer’s is positioned to meet this moment with both substance and style.

Another standout moment came from 818 Tequila, which brought back its now-iconic 818 Outpost for a one-day, invite-only experience. What began as a small pop-up has evolved into a full-fledged branded micro-festival. This year’s Western-style desert outpost featured a saloon with complimentary 818 cocktails, plus partner offerings from brands like Sprinter Vodka Soda, Olipop, Chamberlain Coffee, and Liquid I.V. Guests could also personalize HydroJugs, design custom cowboy hats with Bumble, and get makeup touch-ups from Anastasia Beverly Hills.

With over 40 partner brands and a setup designed for maximum shareability, 818 created more than just a party. The activation demonstrated how strategic partnerships and immersive branding can elevate a product into a full cultural experience. Thus reinforcing 818’s presence at the intersection of beverage, influencer culture, and festival life.

A Coachella mainstay, Heineken House returned in 2025 as a festival within the festival. Delivering a mix of comfort, culture, and live music. As a sponsor for over 20 years, Heineken continued to cement its presence by hosting a dedicated stage with a hip-hop-heavy line-up spanning generations.

Beyond the music, the space offered a much-needed daytime escape. Complete with shaded seating and a bar serving Heineken drinks along with water to keep festival-goers cool and refreshed. The activation struck a balance between entertainment and functionality. Showing that thoughtful, well-executed brand spaces remain a powerful tool in the festival marketing playbook.

Disclaimer: This blog was written by the JAA team with the support of AI-assisted research and ideation tools in editing, including ChatGPT. All content was created and approved by a human author.