Brands and retailers in the food and drink category are curating immersive travel getaways for consumers. These branded escapes are transporting guests to carefully crafted immersive worlds that showcase brand personality and values, and forge emotional connections.
Taco Bell is set to launch The Cantinas, an “early retirement community” where anyone, no matter their age, can ditch the daily grind in favor of the laid-back life. The sold-out experience, which is popping up in San Diego, California on August 17 and 18, invites Taco Bell rewards members to sign up for a day ($50) or weekend pass ($150) and “embrace their inner old.” Senior-inspired activities on offer include afternoon aerobics and pickleball, crafts and bingo, alongside “elevated dining experiences.”
The idea of a life well-lived is rooted in Taco Bell’s brand philosophy ‘Live Mas’ (meaning “live more.”) In a release, chief marketing officer Taylor Montgomery remarked that “we don’t think you should have to wait until 55 to live the life you’re craving.”
In July 2024, KFC Australia offered fried-chicken fanatics the chance to win a cozy staycation at the Colonel’s Lodge, a wood-panelled branded holiday retreat set in the picturesque Blue Mountains. The “Christmas in July” promo included a KFC butler and an unlimited supply of KFC Christmas food. To be eligible for one of three prizes, fans had to spend at least $30 AUD on the KFC app in the month of July.
Both experiences demonstrate the potential for brand storytelling. By inviting fans into meticulously crafted worlds outside the day to day, brands can deepen connections with consumers and tap into an appetite for community, conviviality and relaxation. As reported in the Future 100 2024, consumers are embracing in-person experiences that help them feel connected to others (Trend #5, Prosocial effervescence).
It’s not just the fast-food giants seeing value in branded escapes. For Easter 2024, the marshmallow candy brand Peeps debuted Peeps Sweet Suite, a hotel room kitted out with candy-themed furnishings, décor, plushies and amenities and packed with the brand’s sweet treats. The suites, created in partnership with Home2Suites by Hilton Easton, were bookable for one- or two-night stays starting from $159 and included a “VI.Peep” visit to the brand’s headquarters.
Going beyond memorable experiences, the beer brand Corona is leveraging escapes that reinforce its commitment to sustainability and celebrate its heritage from the beach. This summer, European drinkers can take part in a promotion offering the chance to visit the brand’s private eco-destination Corona Island, a Caribbean resort off the coast of Colombia which the brand launched in 2022. While offering the chance to get close to nature and enjoy gastronomy and wellness experiences, the island is also a bid to communicate the benefits of conscious and sustainable living.
Brand-building immersive escapes offer a tangible way to communicate brand ethos, values or creative vision while also fostering loyalty. By tapping into the desire for collective experience, brands are not just purveyors of products, but architects of memories.
