Last month at Natural Products Expo West, we had an interesting conversation with one of the leading CPG brands. Their marketing director said that activations are huge because “Online, people will only engage with your brand for a few seconds, but at an in-person event, they’ll engage with it for a few minutes.”
In addition to time spent with your brand, activations offer a chance to explore your products more deeply by having an experience with them – reading the labels, tasting, smelling, and touching the products, chatting with the brand ambassadors – all of which can create a powerful feeling that is a surefire way to stand out in a saturated market.
Activations that actually “activate” people to purchase products start with a deep understanding of who your target consumers are: what they’re looking for, and what appeals to them. Make sure your activation has elements that show you understand your consumer, then add a dash of innovation and creativity to give the experience an unforgettable wow factor.
Here are some of the best CPG activations were seeing this year so far:
Aveeno’s “Oat Oasis” at SXSW
Skincare brand Aveeno sought to create a real respite for tired SXSW festival goers. Understanding the busyness that comes from booth hopping at expos, they built a completely immersive Aveeno Oat Oasis. Visitors could enjoy palm readings, complimentary oat lattes adorned with foam art, a skincare bar where local dermatologists offered personalized advice, a nature-themed photo booth for a fun printed memento of your experience, exclusive giveaways, and a live recording of the LadyGang podcast.
Aveeno kept their mission to provide natural, oat-based skincare solutions front and center of this activation. By offering attendees a multi-sensory experience that highlighted the benefits of oats, Aveeno told the story of their commitment to natural ingredients and holistic well-being. Palm readings and personalized skincare consultations fostered genuine engagement, making the experience memorable and shareable.
Dr. Bronner’s “Purpose Pledge” & Label Launch at Expo West
At the 2025 Natural Products Expo West, Dr. Bronner’s used its booth not just to promote products but to make a statement about business ethics and sustainability. Known for its long-standing social impact initiatives, the brand unveiled updated, clearer labels for its iconic Pure-Castile soaps—now highlighting that all oils used are Regenerative Organic Certified. This small but intentional detail reflected Dr. Bronner’s ongoing commitment to ingredient integrity and transparency.
But they didn’t stop there. Dr. Bronner’s also co-launched the Purpose Pledge at the show, a new business community encouraging companies to lead with purpose and stakeholder values. Alongside partners like LIFT Economy and One Step Closer, the brand invited other businesses to commit to ten key principles, including ethical supply chains, climate action, and fair compensation. A lively industry happy hour celebrated the initiative, providing an opportunity for deeper dialogue around conscious business practices.
This activation worked because it seamlessly connected product storytelling with purpose-driven business leadership. Rather than simply promoting soap, Dr. Bronner’s invited the industry to reflect on the bigger picture—how brands can and should use their platforms to drive systemic change and hold themselves accountable.
Lush Cosmetics’ “Bloom a New Day”
Another standout activation at SXSW this year was from Lush Cosmetics. Lush has long positioned itself as more than just a beauty brand—its commitment to activism is woven into its identity. That dedication was on full display with the “Bloom A New Day” activation, created in partnership with Change the Ref, a nonprofit founded by Manuel and Patricia Oliver, whose son Joaquin was killed in the 2018 Parkland school shooting. More than just an awareness campaign, this activation was a powerful call to action, urging festivalgoers to consider the realities of gun violence, while offering a path toward meaningful change.
Visitors first encountered a U.S. map marking school shootings since Parkland, then stepped into a mock classroom filled with educational materials, interactive lockers, and Joaquin’s First School Shooting, a children’s-style book illustrating the impact of gun violence. The most haunting moment came when attendees sat at empty desks and dialed a phone number, hearing a chilling 90-second recording of an active shooter lockdown drill—an experience thousands of students endure regularly.
After the classroom, attendees entered a field of handcrafted paper sunflowers, a tribute to Joaquin Oliver, who was killed in the Parkland shooting. Here, they learned about The Lawsuit for Survival, a legal effort to strengthen U.S. gun policies, and had the chance to speak with Joaquin’s parents aboard their yellow school bus, a traveling hub for activism. To further the message, Lush launched the Sonflower Bath Bomb, inspired by Joaquin’s last gift to his girlfriend. With 75% of sales supporting gun violence prevention, the product served as both a conversation starter and a symbol of hope.
The “Bloom A New Day” activation was a masterclass in emotional storytelling and experiential advocacy. By immersing attendees in the unsettling reality of school shootings—while also offering them tangible ways to take action—it moved beyond passive awareness and ignited real conversations. The mix of interactive elements, personal narratives, and symbolic gestures made the experience unforgettable. Most importantly, it reinforced that change is only possible when awareness leads to action, proving once again that brands can be powerful forces in the fight for social justice.
This year’s standout CPG activations prove that experiential marketing is so much more than flashy booths and free samples— connection, creativity, and cultural relevance can create real impact. Whether through wellness-driven retreats, deeply personal advocacy campaigns, or purpose-led industry initiatives, these brands are showing how activations can inspire, educate, and build lasting consumer relationships.
As 2025 unfolds, we’ll continue to watch how brands lean into experience-driven storytelling to break through the noise and shape the future of CPG marketing.
Ready to discuss creative ways to tell your story? Let’s talk! Reach out to us at hello@rootmarketingpr.com.
If you liked this blog, check out Our Top Three Favorite CPG Activations of 2024.
Photo credit: Aveeno, Keelyn Costello, Lush Cosmetics, Dr Bronner’s, Muse by Clios
