Creative
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.
Through new ads "Afterdate" and "Wedding," Axe looks back at the Y2K era with self-deprecating humor, launches three retro-inspired fragrances, and upgrades its spray technology, aiming to attract both longtime fans and a new generation of consumers while reinforcing a more mature brand image.
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.
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.
Ann Taylor recently launched its first major integrated marketing campaign in nearly a decade, "This Is Ann," aimed at breaking down stereotypes about professional women and repositioning the nearly 70-year-old brand. The campaign encompasses a fall advertising campaign, a New York Fashion Week pop-up experience, and plans to introduce its first brand ambassador program in early 2027. Meanwhile, the brand is exploring user engagement channels beyond social media through its Substack platform "The Desk" and the Style 101 video series.
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.
StarKist, a canned tuna brand with over a century of history, facing dual pressures of limited resources and intensifying competition in the protein market, has decided to abandon its multi-agency division model and consolidate all brand strategy, creative, media buying, and social operations into a single agency, Tombras. Company executives stated that the integrated model helps improve operational efficiency, respond quickly to cultural trends, and unify accountability. Tombras will assist the brand in launching an integrated marketing campaign this fall, focusing on reaching new consumer groups through the classic Charlie the Tuna character across connected TV, online video, social, and digital channels.
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.
Crocs has officially introduced Niles, a new reptilian mascot, as part of a long-term strategy to enrich brand storytelling. The character, which stands 6 feet tall and wears clogs, will feature in social content, experiences, and other marketing activities. The move comes as Crocs prepares to celebrate its 25th anniversary next year and follows months of teasers, including a large egg appearing during TikTok Shop livestreams. Niles is designed to be a lasting brand asset rather than a one-off campaign element, with a personality that includes interests, flaws, and ambitions.