Brands take centre stage at Laneway Sydney

5 Feb 2024

MuMbrella

The lineup at St Jerome’s Laneway Festival in Sydney yesterday was by all means outstanding, but not quite so outstanding, Dr Mumbo thinks, as the number of brand activations.

Dr Mumbo made note of some of their favourites.

Topping the list, if for no other reason than Dr Mumbo’s penchant for a sweet treat, was this very popular McDonald’s chocolate soft serve pop-up, where festival punters could score a complimentary taste of the newly launched flavour.

The promise of free ice cream proved to be a popular drawcard for festival goers slicked with their own sweat in the Sydney humidity

Given the heat in Sydney’s Western suburbs over the weekend, and the eyebrow raising prices of festival fare, Dr Mumbo was not surprised to see the line for free ice cream snaking halfway down the venue.

Elsewhere, Lipton handed out cups of its no sugar product, but it was the brand’s misting archway that really caught Dr Mumbo’s eye. Dr Mumbo also thought the brand’s provision of a shady place for festival goers to have a mid-afternoon lie down was a nice a touch.

Punters could enjoy a light misting as they walked through the Lipton archway

Not picture: attendees making use of Lipton’s branded umbrellas and picnic blankets to take a well deserved break

In prime position in the festival’s food hub, new vodka player Isla had a lovely branded bar that Dr Mumbo could not bring themselves to try out under the beating sun.

While it looks like most punters thought the same, Dr Mumbo can happily confirm they saw a number of punters quench their thirst with an Isla mixer in the mosh pit.

Where Isla fell down, Better Beer picked up with its expansive shading for those looking to enjoy some time away from the stage, but preferring their skin unburned. Thumbs up from Dr Mumbo.

Moving closer to the action, Dr Mumbo spotted an interesting Samsung photo op where punters could pose atop what looked to be a spaceship for a chance to have their picture taken with Samsung’s new GalaxyS24 AI+ powered camera. How fun!

Not pictured here, is the flash VIP step-up Samsung sponsored for the festivals most special of guests.

Wrapping up the brand presence on the day, Red Bull had its obligatory drinks tent set up, in all its glory, inside one of the show grounds three indoor stage areas. Red Bull at this point knows how to stand out at a blockbuster event, though Dr Mumbo suspects the brand may not have known it would be located indoors.