2025 Spring Brand Activations We’re Loving So Far

Spring has sprung! And with it comes a fresh crop of creativity from our favourite brands. From playful storytelling to flowers galore, this season’s spring brand campaigns are serving up serious inspiration and we’re loving the breath of fresh air, honestly.

In this roundup, we’ll spotlight the spring brand campaigns that made us smile, scroll back, and hit share simply for their ability to nail the brief, bring the vibes, and remind us exactly why we love this season of renewal. Let’s dive in!

SPRING BRAND ACTIVATIONS REIGNITING OUR LOVE FOR GREAT MARKETING 

Blank Street – Press for Picnic 

The nation’s most-beloved coffee chain marked the arrival of the spring brand campaigns by bringing its ‘Press for Picnic’ pop-up to the streets of London. 

Set up just outside its Charlotte Street cafe, the pop-up featured a whimsical kiosk that opened at unannounced times throughout the day, rewarding the first 100 people to press the button with complimentary picnic kits to enjoy in the sunshine. 

Each kit featured two drinks from Blank Street’s new seasonal lineup—guests could choose between the ‘Strawberry Shortcake Matcha’ and the nostalgic ‘Rhubarb & Custard Matcha’, both crafted with ceremonial grade matcha. To accompany the drinks, each kit included two freshly baked cookies, with tempting flavours such as white chocolate raspberry, milk chocolate sea salt, carrot cake, and the beloved pistachio crème. Some lucky recipients also discovered surprise gifts and playful games tucked inside, perfect for enjoying on the go.

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The Ordinary – Ordinary Eggs

The Ordinary pulled off one of the most uneggspected spring brand activations by selling a dozen ordinarily-priced eggs on the streets of New York for $3.37; far below the recent highs of $8+. 

The move was praised as a clever, community-focused marketing effort during a time of grocery inflation. While many applauded the stunt, some vegan customers criticized the PETA-certified brand for contradicting its ethical stance. Still, the bold, fuss-free campaign sparked conversation and aligned with The Ordinary’s mission to solve problems simply.

Victoria’s Secret – NYC Bombshell

Nothing screams spring brand activations quite like a flower-laden pop-up. 

While The Ordinary was selling eggs on one side of the city, Victoria’s Secret recently transformed the other into a dreamy, perfume-filled wonderland to celebrate the 15th anniversary of its iconic Bombshell fragrance. The immersive pop-up was held at Ganesvoort Plaza and designed to feel like stepping into a perfume bottle.

Guests were treated to perfume samples, floral bouquets, and a new, limited-edition Bombshell blend featuring purple passion fruit, Shangri-La peony, and Madagascar vanilla orchid. The vibe? Sweet, seductive, and main-character-worthy, the perfect cure for NYC’s lingering winter blues.

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Over at the 5th Avenue flagship store, the celebration continued with another activation, where early birds scored luxe robes and full-size perfumes. If ever there was a way to make a glamorous entrance into spring, Victoria’s Secret nailed it.

Glossier – You Fleur

In keeping with the future-of-fragrance theme, next up on our list of spring brand activations is Glossier’s immersive pop-up experience; The Wonder of You.

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Held from the 28th-30th March at Galerie Joseph on Rue de Turenne, the event celebrated the launch of the You Fleur fragrance, a radiant new floral take on the original Glossier You scent. The space bloomed with purple petals and featured a unique AI-poem station that created personalized verses based on guests’ expressions. This clearly wasn’t just about selling a perfume, it was about selling a narrative.

Meanwhile, in NYC, a giant Fleur bottle appeared at Astor Place ahead of the fragrance’s 27 March launch.

Coach – Coachtopia

Coachtopia brought a fresh burst of creativity to Bloomingdale’s this spring with a vibrant pop-up at its 59th Street flagship, celebrating circular fashion with style. 

As part of the season’s spring brand activations, The Carousel @ Bloomingdale’s: Coachtopia showcased sustainable innovation through playful displays, limited-edition products, and interactive experiences. From upcycled leather bags in the Alter/Ego collection to the closed-loop Loop line made of recycled plastic, the pop-up invited shoppers to explore fashion with a lighter footprint — all in a bright, seasonally inspired space.

With its eco-conscious design and immersive storytelling, Coachtopia captured the spirit of spring renewal by making sustainability engaging and accessible. Featuring over 50 items including ready-to-wear pieces and a bold campaign film, the activation reflected Coach’s forward-thinking approach and gave guests a reason to return, connect, and rethink what fashion can be; a major theme for attracting modern consumers. 

Freddie’s Flowers X Saatchi Gallery

We’ve said it before, we’ll say it again. Nothing is more synonymous with the spring season than flowers. And the Saatchi Gallery wants to showcase the very best!

Over Mother’s Day weekend, Freddie’s Flowers brought a burst of spring to London with a vibrant, free floral installation at the Saatchi Gallery. Part of this season’s standout spring brand activations, the display transformed the gallery’s Ground Floor into a joyful celebration of everyday beauty, showing how flowers can breathe colour and life into even the most industrial spaces. The installation served as both a creative statement and a gentle reminder of the power of nature in design.

In collaboration with the Saatchi Gallery, Freddie’s Flowers also launched a limited-edition floral arrangement available online throughout April. Founder Freddie Garland further marked the moment with a series of intimate flower arranging workshops at Saatchi Lates on 28 March, offering guests expert tips and artistic insight.

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