A cycling race turned into a true festival
The Lidl Deutschland Tour 2025, attracting 750,000 spectators and featuring stages across Germany, has established itself as a major event bringing together families, cycling enthusiasts, and the general public. More than just a sporting competition, this race has become a genuine outdoor festival combining sport, friendliness, and discovery.
In this context, Pink Lady Europe, an official partner of the race, aimed to go further with an experiential marketing approach focused on health and family sharing. The goal was to create a strong connection between the brand and consumers, highlighting the freshness and quality of its iconic apple in a festive and accessible setting.
Fun activities for the whole family
The Pink Experience Tour offered a range of activities for both children and adults. At its heart were fresh Pink Lady apple tastings. The PinKids mascot added an interactive and playful touch. It made the experience joyful and highly engaging.
Relaxation areas allowed families to share these moments together. They helped create a warm and friendly atmosphere. The highlight was the Pink Lady Bar-Bike — a sporty challenge where participants pedalled to win exclusive prizes. It turned the visit into an active and fun adventure.
The activation that gets crowds excited
The success of the Pink Experience Tour is built on the operational expertise of our German agency BARON. They skilfully combined logistics, entertainment and customer experience.
The stand featured tasting stations, an attractive set design and continuous activities. This setup ensured a smooth flow of visitors, even during peak attendance.
Setting up the Bar-Bike required particular attention, with the aim of combining safety and interactivity. The PinKids mascot brought energy to the event, creating a strong emotional connection with the brand. A relaxation area completed the space, offering a welcoming place to pause — perfectly suited to families and the overall spirit of the event.
