Creative
Old Navy is rewiring its marketing strategy after summer traffic bust
Gap Inc. reported second-quarter results that fell short of expectations, with Old Navy's same-store sales down 4% year-over-year to $2.1 billion. The company quickly adjusted its marketing strategy, strengthened its denim positioning, and replaced the brand's CEO. The new advertising campaign drove improved traffic in August, while Athleta also advanced its brand transformation.
Campaign Trail: Beefeater revisits Jamiroquai video for zero-proof gin
Beefeater 0.0 alcohol-free gin's latest advertising campaign, based on Jamiroquai's classic music video "Virtual Insanity," features frontman Jay Kay, expanding the fantastical spaces of the original video through live-action shooting, conveying the brand proposition of "Get More with 0.0." The campaign, crafted by Lucky Generals, aims to evoke consumer desire for alcohol-free beverages through highly recognizable cultural symbols and handcrafted quality.
Campaign Trail: Shinola and 'Succession' Star Set the Pace in Anxious Ad
Detroit-based Shinola launches its first full-funnel brand campaign 'Set the Pace,' featuring 'Succession' actor Nicholas Braun as director and star. The 60-second spot, created with agency GentleForces, emphasizes a human-first narrative about reclaiming one's time, a departure from traditional watch ads. Marketing director Dana Mosa-Basha explains the strategy behind the campaign and its multi-channel storytelling approach.
Rhone CMO on Brand Marketing Turning Point: Shifting from Performance-Driven to Brand Building
Rhone released a new advertising campaign, "A Love Letter to NYC," on Tuesday, aiming to connect the vibrant energy of New York City with the brand's enterprising spirit. The campaign marks the brand's shift from performance marketing to brand building, coinciding with a turning point in its DTC business and retail wholesale expansion. CMO Bethany Evans stated that the brand is evolving from a pure athletic wear positioning to comprehensive performance apparel for all aspects of daily life. The campaign spans omnichannel distribution and introduces media agency Kepler Group for the first time. Meanwhile, Rhone deepens its purpose-driven marketing through partnerships with sports leagues such as the LPGA and NBA, as well as its 12 Pursuits wellness framework.
Degree Teams Up with NYC Commuters to Tackle Summer Heat with 'Sweat' Marketing
Degree partnered with New York's Metropolitan Transportation Authority to temporarily rename several subway stations with playful names like 'Sweat Center' and launch co-branded antiperspirant sticks, aiming to strengthen brand relevance during the hot season through real commuting scenarios and social media insights.
Rare Beauty Launches Global Ad Campaign Inspired by Greek Mythology
Rare Beauty announces the launch of a global ad campaign for its second fragrance, 'Rare Beginnings,' creatively inspired by Greek mythology, starring founder Selena Gomez and directed by Hans Neumann. The campaign spans social, out-of-home, retail, and paid digital channels, continuing the brand's core message of 'being your true self.'
Canada Goose Reshapes Lifestyle Marketing Narrative with 'Natural Intelligence'
Following the summer solstice, Canada Goose launched its new marketing platform 'Natural Intelligence,' using short videos, expert stories, and field expedition content to address consumers' growing sense of nature deficit. The platform will run through 2027 and blends fashion with outdoor elements, driving the brand's shift from a single winter product line to an all-season lifestyle.
Oscar Mayer Teams Up with Milk Bar to Launch Hot Dog Cake, Celebrating 90 Years of the Wienermobile
Oscar Mayer, celebrating the 90th anniversary of the Wienermobile, has collaborated with Milk Bar to launch a limited-edition Hot Dog Cake, available at stores in New York, Los Angeles, and Chicago from July 31 to August 2. During the event, fans turning 90 in July and August have the chance to receive a visit from the Wienermobile. The marketing campaign is managed by Zeno Group, focusing on earned media, while Kraft Heinz's internal marketing team, The Kitchen, leads social media and creator partnerships.
Ugg Teams Up with Popular Pop Band Muna for Back-to-School Marketing Campaign
Ugg launched its back-to-school marketing campaign on Thursday, themed around inspiring confidence and individuality through art, inviting alternative pop band Muna to participate, and collaborating with art school students in the U.S. and Canada for content co-creation. The campaign is being promoted across platforms including Meta, TikTok, Snap, and Pinterest, while also making donations to LGBTQ+ and music-related nonprofit organizations, and offering purchase-with-purchase gifts and student discounts.
Zevia Teams Up with Cardi B for Its Largest-Ever Marketing Campaign 'Real Talk Interpreter'
Zevia announced a collaboration with Cardi B to launch its largest national marketing campaign to date, 'Real Talk Interpreter.' The campaign merges Cardi B's straightforward style with the brand's natural ingredient positioning through humorous advertisements, social media interactions, and retail displays, encouraging consumers to share complex conversations for her take.