# Ambient Wellness Events Starbucks and Philips Hosted the Energy Up Cafe in the Netherlands By Rebecca Byers | Published 2016-04-05 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/energy-up-cafe References: [philips.nl](http://www.philips.nl/content/B2C/nl_NL/acties/energyup-cafe.html) & [facebook](https://www.facebook.com/StarbucksNederland/photos/a.467741995458.383877.444925530458/10156372444830459/?type=3&theater) In order to help Dutch residents combat the winter blues, [Starbucks](https://www.trendhunter.com/trends/starbucks-and-solti) Netherlands and lighting brand [Philips](https://www.trendhunter.com/trends/the-pain-payback) collaborated to host the [Energy Up Cafe](https://www.trendhunter.com/trends/travis-kelce1). The series ran between January 25 and February 28, 2016, and invited consumers to test out the new Philips Energyup Lamp while enjoying a beverage at various Starbucks locations in the Netherlands. The innovative promotional event is a great way for the brand to give consumers an opportunity to interact with the product while also showcasing the brand's dedication to consumer health and wellness. Aimed helping consumers "recharge" during the winter months when they may not be getting enough sunlight exposure, the Energy Up Cafe is a clever way for both brands to invest in the consumer obsession with health and wellness. ## Trend Insights (Trend Hunter) - Score: 4.4/10 - Popularity: 55% | Activity: 70% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, South America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### Key Themes Behind This Trend - **Wellness Promotional Events:** Brands can host wellness promotional events to showcase their health-focused products and engage with consumers. - **Light Therapy Products:** Companies can invest in developing light therapy products to help consumers improve their health and wellness during the winter months. - **Branded Collaborations for Health:** Brands can collaborate with other health-oriented companies to provide innovative and unique solutions for consumers to improve their health and wellness. ### Where This Applies - **Wellness Industry:** The wellness industry can benefit from collaborating with other industries to develop innovative solutions that promote consumer health and wellness. - **Lighting Industry:** The lighting industry can invest in developing light therapy products to help consumers improve their health and wellness, and collaborate with other brands to promote their products through events and promotions. - **Hospitality Industry:** The hospitality industry can host wellness events at their establishments to provide guests with unique experiences that promote health and wellness. ## Related on Trend Hunter - [Wellness Drink Mix Promotions](https://www.trendhunter.com/trends/horlicks-onpack-promotion.md) - [Sensory Product Pop-Ups](https://www.trendhunter.com/trends/the-pain-payback.md) - [Beauty-Centric Cafe Collabs](https://www.trendhunter.com/trends/velvet-vault-x-brandor.md) - [Boutique Wellness Cafe Pop-Ups](https://www.trendhunter.com/trends/sweeten-your-strength.md) - [Red Light Therapy Cafes](https://www.trendhunter.com/trends/48-collagen-cafe.md) - [Functional Cafe Wellness Shots](https://www.trendhunter.com/trends/starbucks-and-solti.md) - [Immersive Coffee Pop-Ups](https://www.trendhunter.com/trends/ninja-luxe-caf.md) - [Iced Energy Beverages](https://www.trendhunter.com/trends/starbucks-iced-energy.md) - [Interactive Beverage-Focused Campaigns](https://www.trendhunter.com/trends/drink-duel.md)