Brand Strategy
Hershey kicked off its integrated marketing campaign for its new Salted Caramel and Affogato-flavored Creme Bars on Tuesday, centered on a partnership with the Katseye girl group. The campaign is based on European confectionery innovation and the Gen Z 'small indulgence' consumption trend, combining the product with the hand-gesture culture of the song 'Pinky Up' through a 60-second subway scene advertisement, and plans to cover all channels, extending into next year.
America's 250th anniversary has become a touchstone for brand heritage marketing. From Adidas reissuing classic World Cup designs, to Chevrolet reinterpreting Olympic ads, to L'Oréal partnering with Getty Images to celebrate the 50th anniversary of its iconic slogan, brands are building cultural capital through authentic archival content. This article analyzes how heritage marketing helps brands build trust in an era of skepticism, and notes that this strategy applies equally to new and established brands, with the 2027 Women's World Cup and the 2028 Los Angeles Olympics offering further opportunities ahead.
Kraft Heinz announced in its Q2 2026 earnings report that it will add nearly $100 million to its business recovery plan, with a focus on marketing. The company expects marketing spending in 2026 to account for at least 6% of net sales, up 0.5 percentage points from before. CEO Steven Cahillane said the new investment has already shown results across multiple categories, and the Heinz brand has resumed strong growth.
Jameson announced on Thursday a multi-year partnership with the National Football League (NFL), becoming its official spirits sponsor. The agreement aligns the world's leading Irish whiskey brand by global sales with America's most-watched sporting event, succeeding Diageo as the NFL's spirits partner. The collaboration will span broadcast, digital, and social channels, including presenting sponsorship of the Super Bowl tailgate concert, International Series activations, and more. Amid weak demand in the spirits market, this move is seen as a significant step for the brand to expand its market.
To promote its new series 'The Shards,' adapted from Bret Easton Ellis's novel, FX will host a two-day 80s-style immersive experience at Sherman Oaks Galleria in Los Angeles, with brand partners including Maybelline and Licorice Pizza, aiming to capitalize on Gen Z's interest in mall culture and nostalgic marketing.