The Brands That Get It… Get It! (In Marketing Right Now)

We always love watching what’s happening in the world of marketing, and recently, there’s been a few amazing trends that smart brands have been quick to jump onto. Let’s take a look at the past few week’s big marketing stories, what makes them so great, and how you can replicate these tactics in your marketing campaigns!

1) A couple of weeks ago, you couldn't scroll on your social media or even have a conversation with someone without hearing about Taylor Swift and Travis Kelce’s (not-so-rumoured?) relationship. Naturally, with football season beginning and Taylor Swift making countless headlines about her sold-out-everywhere Eras tour… There are a lot of built in fans for this story! So how did Heinz enter this conversation?

2) For one day only, Peet’s Coffee encouraged their customers to be disloyal and use their points with other coffee brands (Starbucks, Dutch Bros, Coffee Bean and Tea Leaf, Dunkin', Tim Hortons, Better Buzz, Joe and the Juice, Bluestone Lane and The Human Bean) to get a free cup of Peet’s joe. "We know that coffee people can be a bit promiscuous in their hunt for a great cup. So, we wanted to reward them for their loyalty to the drink because, no matter where else you get your coffee, coffee people deserve great coffee," said Jessica Buttimer, VP of Brand Marketing at Peet's. This is such a great example of ‘if you can’t beat ‘em, join ‘em!’. We love that this is such a playful and creative take to involve your brand into competitor’s spaces.

3) A lot of the time, more junior members of a marketing team will have great ideas but it takes a lot of time and convincing from upper-level management to approve the idea and get working on it. But that lengthy approach does not work with the super-quick trends we’re seeing thanks to apps like TikTok. That’s why we’re commending BOSS and MAC for jumping on this massive trend at light-speed and incorporating the trend originator in their recent campaigns. This puts brand-new eyes on these brands that otherwise likely weren’t previously part of their customer base and put their names back in the game when it comes to all-star marketing!

Three big takeaways we gleaned from these recent campaigns:

1. Watch out for viral trends and be creative about how you can incorporate them into your marketing strategy.
2. Look for ways to involve yourself into the conversation of your competitors, instead of constantly trying to compete.
3. Quick processes + trusting your marketing team = BIG potential for BIG wins!

Did these campaigns come up on your radar in recent weeks? Did you take away any other great points when it comes to marketing that you’re going to try and emulate going forward? We’d love to hear your thoughts!