Creative
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.
Liberty Mutual introduced a new brand character, Liberty Biberty, on Monday, derived from a verbal slip in a 2019 advertisement and developed in collaboration with Jim Henson's Creature Shop. The brand hopes to stand out in the insurance category and plans to promote it through multi-channel campaigns.
Kraft Heinz and The Walt Disney Company announced a long-term strategic partnership on Tuesday, spanning foodservice, media, and events. The two companies will launch integrated marketing campaigns, digital content, and brand collaboration opportunities across Disney's North American parks, cruises, film, and streaming platforms. Initial projects include Heinz condiment stations in the parks and a "Heinz Flavor Ferry" at D23 fan events.
Canned cocktail brand Cutwater kicks off its 'The Longest Island' summer campaign, featuring actor Parker Posey, centered around its Long Island Iced Tea product. The campaign includes a one-minute hero video, paid media, influencer collaborations, and a social media giveaway, aiming to convey the brand philosophy of 'simplifying hosting and enjoying gatherings.' Parent company AB InBev's Beyond Beer portfolio saw a 37% year-over-year revenue increase in Q1 2026.
During its transformation, Burger King is introducing two new initiatives: establishing the 'Your Way Champion' in-restaurant service role and launching the 'Whopper Promise'—if unsatisfied, customers can have their order remade and receive a free Whopper voucher. The related advertisement was produced by BarkleyOKRP, featuring President Tom Curtis. The campaign is valid until August 31 and is limited to dine-in only. Previously, Q1 U.S. same-store sales grew by 5.8%.
Since its founding in 2006, Yeti has crafted outdoor gear with a "bull-simple" minimalist philosophy. This May, the brand, alongside Wieden + Kennedy Portland, unveiled the "Four Letters" platform, restructuring its iconic logo into four-letter words such as "wait," "game," and "fail." Through a 60-second commercial and three short films, it showcases consumers' diverse passions that extend beyond the outdoors.
Gap announced a collaboration with model and entrepreneur Hailey Bieber to launch 'The Hailey Jean,' a limited denim capsule collection inspired by 90s nostalgia, particularly paying homage to 1996. The collection includes two relaxed-fit jeans styles, priced at $89, and will be released on Thursday at 12:00 PM ET. The accompanying campaign was produced by Bolded, a division of OBB Media, and will be rolled out across multiple channels. This move continues Gap's success in the denim category, with same-store sales up 10% in the first quarter of 2026, marking the tenth consecutive quarter of positive growth.
Samsung and Liquid I.V. have leveraged the release of 'Spider-Man: Brand New Day' to launch integrated marketing campaigns set in New York. As the film's exclusive hydration partner, Liquid I.V. released an ad featuring actor Jacob Batalon and introduced two limited-edition co-branded products. Samsung continued its Spidey Tracker web experience, showcasing the durability and AI features of its foldable phones through creative short films. Both campaigns emphasize product selling points and leverage the superhero IP to boost brand visibility.
Neutrogena announced the launch of its 'Break the Rules' brand platform, aiming to guide consumers away from skincare myths found in social media, AI tools, and peer advice through dermatologist-verified scientific solutions. The platform's initial campaign focuses on retinol ingredients, running across television and digital channels, and will later integrate creator collaborations and offline experiences such as the Lollapalooza music festival to reinforce the brand's professional positioning in science-based skincare.
After rising to fame in 2012 with a $4,000 video, Dollar Shave Club recently spent only $400 to create the most successful advertising campaign in its brand history using generative AI. Chief Brand and Innovation Officer Laura Higgins stated that the company will continue to fully embrace AI to accelerate marketing processes and reduce costs. The latest AI advertisement, "Danglers," promotes its Ball Spray product, while the brand is returning to its early irreverent style and exploring new models of collaboration with external agencies.