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How Graza hopes to lap the competition with some help from NASCAR
Olive oil brand Graza recently announced a partnership with NASCAR, becoming its official olive oil and mayonnaise brand, and launched the "The Hot Lap Test" advertising campaign. The brand is also deepening the track experience through food trucks, broadcast integration, and collaboration with the RFK Racing team. This initiative aims to support its "Seriously Serious" quality platform and expand into new categories such as mayonnaise and potato chips. Marketing Vice President Alex Edelstein emphasized that the brand, with a challenger mindset, builds deep connections with consumers through cultural relevance and data-driven storytelling.
The UPS Store enlists first brand character to support franchisees
The UPS Store launched brand character Blu on Monday as its first brand image, aiming to unify brand messaging and highlight services such as printing, shipping, and mailboxes. The campaign, produced by Paramount Media Labs, will run across TV, digital, social, and print channels, and features NFL player Aidan Hutchinson. This move follows parent company UPS's strategic shift toward premium services.
Is Starbucks’ Pumpkin Spice Latte ‘basic’? Martha Stewart answers in new ads
Starbucks rolled out a social-first marketing push for the return of the Pumpkin Spice Latte, enlisting Martha Stewart and 'Off Campus' actor Belmont Cameli for the ad. In the spot, Stewart directly addresses the 'basic' label and expresses her love for the drink. The related video has surpassed 10 million views on Instagram, while the brand also aired a 30-second TV commercial and incorporated user-generated content.
Why United helped broadcast ESPN’s fantasy football show live from the sky
United Airlines partners with Disney Advertising to stream ESPN Fantasy Football Marathon programming live during flights via Starlink Wi-Fi, showcasing the reliability of its in-flight connectivity service and building momentum for the upcoming Super Bowl season marketing.
Why Nuuly is betting on a microdrama for its social-first fall campaign
Nuuly, the clothing-rental arm of Urban Outfitters Inc., is pivoting its fall 2026 campaign strategy to a social-first microdrama series titled 'Heart on My Sleeve.' The 12-episode series, which began rolling out Monday, stars Wally Baram as an art teacher navigating dating mishaps, with Nuuly outfits woven into the narrative. Developed with agency Dayna's House and directed by Milky Tran, the campaign targets Gen Z consumers on TikTok, Instagram Reels and YouTube Shorts, prioritizing shareability over traditional advertising. Nuuly reported nearly 35% year-over-year revenue growth for the quarter ended April 30.
Estée Lauder’s Jo Malone turns to ‘Fortnite’ for first gaming activation
Jo Malone London, under Estée Lauder Companies, is leveraging a prebuilt 'Fortnite' island for its inaugural gaming campaign, supporting the launch of Sea Salt & Bergamot Cologne. The activation runs until Aug. 24, featuring creator content and livestreams, aiming to engage younger consumers beyond traditional social media.
Liquid Death and Garage Beer take on AI data centers — with pee
Liquid Death and Garage Beer have teamed up for a comedic campaign addressing the water-intensive cooling needs of AI data centers. The collaboration, featuring NFL legend Jason Kelce, uses a music video and a 'Coolant Collector' product to encourage consumers to send urine to data centers, tapping into widespread public opposition to local data center construction.
JCPenney parodies off-price retailers with wellness-themed campaign
Amid economic strain and consumer sentiment decline, JCPenney launches a humorous wellness-themed campaign to position itself as a smarter alternative to off-price retailers, featuring a four-minute video, trade-in promotions, and support from parent Catalyst Brands.
Urban Outfitters embraces campus life in first CTV commercial
Urban Outfitters has launched its first connected TV ad, "All Together Now," filmed at Rutgers University with 76 college students, spanning Netflix, Hulu, and social platforms, continuing its "Back-To-Campus" brand platform strategy.
Lilly’s women’s sports push gets assist from WNBA on Prime campaign
Eli Lilly and Company, in collaboration with Amazon Ads, unveiled a new brand campaign featuring basketball legend Candace Parker, premiering during the WNBA Prime doubleheader on July 30. This initiative follows Eli Lilly's previous women's sports marketing effort with Caitlin Clark in May, 'Start How You Can,' highlighting the brand's ongoing commitment to the rapidly evolving women's sports landscape.