Remember the 2019 Palm Springs Taco Bell Hotel stunt? Well, if you thought the coming and going of that “tacoasis” meant you’d lost your chance to spend a night inside a giant marketing gimmick, you’d be wrong.
Morinaga America, the company behind the “HI-CHEW” brand of Japanese candy that is perhaps best known by many for getting stuck in your teeth, has announced it is temporarily turning a Palm Springs property into what it is billing as a “fantasy destination.” fit for the biggest chewy candy brand fan.”
The pop-up “HI-CHEW Fantasy House” is being created as part of a nationwide sweepstakes to promote the brand’s new Fantasy Mix, which contains three new flavors of HI-CHEW. The contest is open to residents of the United States who are 25 and over with the winner getting a free two-night stay at the fantasy house, which has three bedrooms and bathrooms.
The precise location of the property is not stated but it sounds like it will be a three-bedroom house “located within minutes of downtown Palm Springs.”
The Taco Bell Hotel pop-up hotel event was held at the V Palm Springs Hotel on South Palm Canyon Drive for a week in 2019.
What will this HI-CHEW fantasyland look like?
The press release promises that each room will be turned into a “fruit-forward oasis for guests” offering a “vibrant flavor experience” inspired by the three flavors that make up the Fantasy Mix. Those flavors are blue raspberry; rainbow sherbet, which consists of layers of raspberry, lime and orange flavors; and blue Hawaii, which is billed as having notes of citrus and hints of pineapple.
It states that the effect will be “as if you are stepping into an unwrapped chewlet.” (How is that for an image?)
The blue raspberry room, the company says, will feature whimsical sweet and tart decor.
A rendering of the “rainbow sherbet bedroom” shows a wall of shaggy streamers in pastel colors, a bed with a pink comforter with rainbow accents, and something that looks like a pink inflatable pit filled with balls.
The blue Hawaii bedroom, meanwhile, is billed as “bringing you right to the tropics,” with a basic rendering showing mid-mod accents, palm-front wallpaper, and hydrangea flowers.
Then there is the “sweet, sweet fantasy living room,” which looks to contain a variety of puffy furniture; the release says it will evoke “the ultimate hangout in the clouds.” (High Chew, anyone?)
Each of the bedrooms leads to a backyard containing a pool filled with HI-CHEW-themed floaties. The yard will also contain “life-sized games,” the company says. Of course, the release also touts that the house will be stocked with plenty of HI-CHEW, as well as brand swag so you can remind your less fortunate friends about how you got to have this “sweet experience” and they didn’t, forever.
How to enter
“The HI-CHEW Fantasy House includes a flavorful experience that is unlike anything we have ever done before,” Teruhiro (Terry) Kawabe, president and chief executive officer of Morinaga America, states in the release. “We are so excited to offer one of our brand fans and their friends a chance to experience HI-CHEW in this unique way.”
The sweepstakes can be entered at www.hi-chew.com/fantasy/, where participants are asked to enter basic biographical and contact information and fill in a box explaining what they love about HI-CHEW. The winner will be able to invite up to five guests to join them.
The contest is open through 11:59 pm on April 26. The sweepstakes page does not stay when the actual stay would occur. It suggests there could be multiple winners.
Paul Albani-Burgio covers breaking news and the City of Palm Springs. Follow him on Twitter at @albaniburgiop and via email at firstname.lastname@example.org.