Similarly, as the official snacking sponsor of the residency, Ritz brought its “Salty Club” to life earlier this month with a pop-up activation equipped with a photo booth and exclusive merch like a limited-edition Ritz Crackers box featuring artwork nodding to the event.
The Mondelēz International brand first debuted the “Salty Club” in its first Super Bowl spot featuring Bad Bunny earlier this year. For the residency, it also held a giveaway leading up to its August activation, offering fans a chance to score tickets to the show with all travel and accommodation costs paid for.
Steven Saenen, Mondelēz’s U.S. savory snacking category president, told ADWEEK that the Latino community is Ritz’s top multicultural audience. He also shared that the initial partnership with Bad Bunny came naturally since the musician is “genuinely a fan” of the brand.
“It’s important to us because we already have a lot of strength with that cohort [and] we want to keep that going because it’s also a demographic that’s growing,” the exec said. “We have deliberate efforts to continue to engage with them and create meaningful connections. One other example is [our] new partnership with Inter Miami this year.”
Meanwhile, Method established a presence in a more unexpected yet high-traffic location within the venue: the restrooms.
The personal care brand decked out restrooms across the venue for a campaign called “Pa’l Recuerdo,” (or “a souvenir,”) which was “designed to transform everyday routines into rich, sensory experiences that honor culture and create space for presence,” the brand told ADWEEK in a statement.
