The Marketer’s Storybook: Swifties, Scandals & Savage Chocolate: When Brands Say “Yes” (or Backpedal Fast)
This week, the marketing world was split between two seismic moments: Taylor Swift and Travis Kelce’s engagement, which nearly broke the internet (and Instagram). There was also Cracker Barrel’s logo fiasco, which showed how fragile brand trust can be in the culture wars – especially when the President joins the conversation. On the lighter side, Cadbury’s Bournville returned with a hilariously savage campaign mocking chocolate snobbery. Toss in Duolingo’s viral social lead stepping down, Downy’s steamy Spotify romances, Adobe reporting a 4,700% surge in gen-AI shopping traffic, and we’ve got a newsletter packed with love stories, cautionary tales, and bold creative swings.
This Week’s Lineup
- American Eagle’s Latest Celeb Ambassador? Travis Kelce, Taylor Swift’s Fiancé
- Bitter Battles End with Bournville Chocolate
- Can Your Brand Use Taylor Swift in Social Content?
- Cracker Barrel Ditches New Logo After Trump, Customer Criticism
- Downy Tells ‘Almost Scandalously Soft Stories’ on Spotify
- Duolingo’s Social Media Star Bows Out
- Electrolux Is All About ‘Wash-Life Balance’
- Gen-AI Driven Shopping Traffic Up 4,700%
- E.l.f. Cosmetics Faces Boycott After Matt Rife Ad
- How Brands Won Big on Taylor Swift’s Engagement Day
This Week’s Marketing Stories
A curated mix of breaking news, insights, and trends, each with actionable takeaways to inspire your brand storytelling.
1. American Eagle’s Latest Celeb Ambassador? Travis Kelce, Taylor Swift’s Fiancé
American Eagle is leaning into the cultural frenzy around Travis Kelce and Taylor Swift’s engagement with a 90-piece collab between AE and Kelce’s Tru Kolors brand. The timing is strategic on two fronts. First, the retailer posted a $68 million operating loss in Q1 2025, weighed down by tariffs, product misses, and an unusually cold spring. Second, announcing a buzzy collab the day after Taylor and Travis’ engagement (and before the upcoming earnings call on September 3, 2025) could provide much-needed momentum as back-to-school and Fall, both critical sales periods, kick off.
This marks AE’s second big celebrity bet in as many months. In July, the brand partnered with Sydney Sweeney on its “Good Genes” campaign, which drew both attention and backlash for its tagline. Now, with Kelce, whose crossover appeal spans Gen Z sports, music, and fashion, the retailer is doubling down on star-driven storytelling.
The stakes are heightened by what competitors are doing. Gap, for example, just launched, “It’s Our Denim Now,” a culturally diverse denim campaign that’s earned praise for authenticity and inclusivity. Both brands are chasing the same seasonal wallet share, but where Gap is leaning into diversity and values, AE is banking on celebrity firepower.
Key Takeaway: American Eagle is positioning itself at the center of cultural conversation by hitching its wagon to Kelce, and indirectly, Swift. But in a tough retail climate, buzz alone won’t cut it. The real test is whether star-driven storytelling translates into sustained sales, especially as rivals like Gap use inclusive campaigns to build long-term equity. I do think it was a smart move to announce the new campaign days before the earnings call though – it shows a post-controversy path forward for the brand. Read more
2. Bitter Battles End with Bournville Chocolate
Cadbury has brought Bournville back into the spotlight for the first time in nearly 50 years with a hilariously sharp campaign mocking dark chocolate elitism. The film, crafted with BAFTA-winning comedy writer Simon Blackwell (Veep, Peep Show), pits two pretentious cacao snobs in an escalating battle of tasting notes, only for a Bournville fan to quietly enjoy the chocolate without fuss. It’s distinctly British in tone: dry, self-aware, and rooted in the nation’s comedic tradition of puncturing pretension.
Key Takeaway: Humor, heritage, and cultural subversion are powerful tools for legacy brands. By rejecting elitism and leaning into everyday enjoyment, through a very British lens, Cadbury repositions Bournville as both timeless and culturally fresh. It’s not just a chocolate ad; it’s satire that doubles as category disruption. Read more
3. Can Your Brand Use Taylor Swift in Social Content?
Taylor Swift’s engagement announcement sparked an avalanche of brand posts, but a legal explainer reminds marketers there are strict limits on how far they can go. Using her likeness without rights can violate both copyright law (the photographer’s image) and right of publicity (the celebrity’s likeness). Licensing properly can be expensive, with Getty Images listing large Taylor photos at $500+, but that only covers editorial use, not advertising. Lawsuits are real: jewelry brand Jennifer Meyer was sued in 2023 for featuring Swift in marketing.
Key Takeaway: In the rush to newsjack Taylor and Travis’ engagement, brands run the risk of getting themselves in legal hot water. Instead of chasing cheap clicks with unauthorized likenesses, the smarter play is building campaigns that borrow from the energy of cultural moments while staying true to your brand. It’s faster, safer, and ultimately more sustainable than trading risk for short-term virality. With more real-time moments to follow in the run up to America’s Royal Wedding, make sure your team is educated on the (I) do’s and do nots. See what I did there? 😉 Read more
4. Cracker Barrel Ditches New Logo After Trump, Customer Criticism
Cracker Barrel’s U-turn wasn’t only about a Truth Social post; it was the collision of a costly modernization plan with customer identity. The minimalist wordmark, part of the brand’s broader “All the More” refresh and a multiyear $700M transformation (menu, stores, identity), removed the “Old Timer” (Uncle Herschel), a distinctive memory code for loyalists. Within days, survey data showed 76% preferred the old logo, 29% said the redesign made them less likely to dine there. When asked what the company should prioritize, the top response was “preserve country-store heritage” (37%). Only 7% wanted a focus on attracting younger customers. That’s a loud semiotics lesson: the Uncle Herschel figure wasn’t decoration, it was the brand.
Leadership initially defended the new look as part of a modernized experience and remodeling push, but social blowback from core customers made the change untenable. Then, President Trump weighed in, advocating for the company to bring back the old logo, adding fuel to the social media fire. After posting that the “Old Timer” would remain, the tweet generated over 34 million views and shares jumped ~6–8% across late Tuesday and into Wednesday, underscoring how tightly equity and identity are linked here. The company’s own channels framed the reversal as “listening” to guests, while coverage highlighted the broader culture-war optics. The bigger takeaway: heritage assets can’t be stripped without a transition plan (and a narrative).
Key Takeaway: Heritage assets aren’t just aesthetics, they’re trust devices. Strip them away without a transition plan or narrative, and modernization quickly becomes a referendum on identity. Semiotics, the cultural meaning people attach to colors, shapes, and icons, explains why Cracker Barrel’s “Old Timer” mattered more than design logic. The smarter approach is to phase changes, test these codes with loyalists, and pair design with clear executive storytelling. Just as important: listen and respond. When customers believe their voices matter, even reversals can rebuild trust and strengthen loyalty. Read more
5. Downy Tells ‘Almost Scandalously Soft Stories’ on Spotify
Downy is blending romance and laundry with “Almost Scandalously Soft Stories,” four original 20-minute audio romances available on Spotify. The campaign taps into the $2.22 billion U.S. audiobook market, which grew 13% in 2024, and the surging popularity of the romance genre, up 113% over three years. The titles (“Kitchen Heat,” “The Dragon’s Bed”) lean into #BookTok sensibilities, positioning softness as a guilty pleasure.
Key Takeaway: This is a playbook for turning low-interest categories into cultural touchpoints. By leaning into genre fandoms and cross-platform storytelling, Downy elevates fabric softener from utility to entertainment. Is it a bit cheesy? Yes. But it’s also a clever way for the brand to tell its story in a new medium and in a unique way. Read more
6. Duolingo’s Social Media Star Bows Out
Zaria Parvez, the 26-year-old behind Duolingo’s viral TikTok presence, announced her exit after five years. Under her leadership, the brand grew to 16.7M followers and drove 1.7 billion impressions with campaigns like Duo’s “death by Tesla.” She turned a quirky mascot into one of the most recognizable and effective brand voices in digital culture. But the pressure of constant virality came at a cost in the form of exhaustion, anxiety, and eventually medical leave. Zaria has been candid about the toll, describing sleeping for three hours some nights and the impossibility of separating personal life from brand persona.
Key Takeaway: Virality has a human cost. Social success often comes from risk-taking and speed, but sustaining it requires institutional support. Zaria should be proud of the legacy she leaves behind. Through her work, she reshaped how brands think about social storytelling. Leaders should take note: if marketing relies too heavily on one individual’s creativity, you’re not just at risk of burnout, you’re at risk of brand fragility. The next frontier isn’t just viral content; it’s sustainable creative systems, staffing accordingly, and providing management and operational training for younger employees.
Personal Note: I relate to Zaria a lot. Earlier in my career, I was the one launching and leading big brands on social media in its early days—often putting in overtime, managing crises, and jumping on opportunities. It wasn’t company pressure, it was my personal drive to deliver. I thought that I could do it all. Spoiler alert: I couldn’t. It’s a hard lesson many of us learn. That’s why I applaud Zaria’s transparency. She’s so young and has already accomplished so much. With her next chapter at DoorDash, I hope she discovers how to keep performing at the top level without sacrificing her health. I’ll be cheering her on. Read more
7. Electrolux Is All About ‘Wash-Life Balance’
Electrolux’s new campaign turns laundry into a philosophy, introducing the idea of “wash-life balance.” The work exaggerates Sweden’s cultural affinity for slow living with tongue-in-cheek humor: a man grinding coffee beans one by one, white underwear treated with reverence, and everyday rituals performed at absurdly languid speeds. The contrast is intentional—life may be slow, but thanks to Electrolux’s smart appliances, laundry doesn’t have to be. The tone is distinctly Swedish: wry, understated, and playful in poking fun at itself. The campaign runs globally across Europe, Asia, and Australia.
Key Takeaway: What makes this campaign effective is how it fuses product benefit with cultural storytelling. Electrolux isn’t just selling efficiency, it’s exporting a Swedish lifestyle philosophy, wrapped in self-aware humor. In a market where lifestyle positioning often veers earnest, the dry wit cuts through, helping the brand stand for both calm and cleverness. Read more
8. Gen-AI Driven Shopping Traffic Up 4,700%
Adobe reports generative AI browsers and chat services are now major retail traffic drivers, with a staggering 4,700% year-over-year increase in July. Engagement metrics are stronger too: bounce rates are 27% lower and visit times 32% longer for AI-referred shoppers. While conversion rates still trail traditional search, the gap is narrowing fast – from 49% lower in January to just 23% in July. AI-driven revenue has already climbed 84% year-to-date.
Key Takeaway: AI is becoming the new discovery layer of commerce. Consumers are shifting research and product consideration upstream into AI tools, trusting them as shopping concierges. The implication is clear: optimize for AI visibility now or risk disappearing from the path to purchase as these platforms become default gateways. Read more
9. E.l.f. Cosmetics Faces Boycott After Matt Rife Ad
E.l.f. Cosmetics is known for its speed. The brand has built its reputation on fast-turn campaigns that lean into cultural moments, often outpacing legacy beauty rivals. But speed without sufficient guardrails caught up this month when the company cast comedian Matt Rife in its parody legal campaign, “The Law Offices of e.l.f.ino & Schmarnes.” Within three days, old clips resurfaced of Rife joking about domestic violence in his 2023 Netflix special, igniting widespread backlash among e.l.f.’s core female audience.
The response was swift: beauty influencers like NikkieTutorials and Selling Sunset’s Chrishell Stause condemned the spot, fans posted boycott videos tossing out e.l.f. products, and the brand was forced to kill the campaign. The company acknowledged the misstep in a same-day Instagram post but was criticized for a “non-apology” tone. Financial markets took note, with shares dipping as the controversy unfolded.
Key Takeaway: Speed is no substitute for scrutiny. E.l.f.’s culture of rapid-fire campaigns has been a growth engine, but this stumble underscores that influencer partnerships must be vetted for values fit as rigorously as for reach. Whenever I am running an influencer campaign, it’s a top priority to do a full online vetting of each influencer – go deep on each channel, run google searches, etc. Every brand has certain values that they live by and topics/issues that they do not want affiliated with the company and these searches can be critical in surfacing them. In the current climate of instant accountability, consumers don’t separate a spokesperson’s past from the brand’s present. The lesson: reputational due diligence must be baked into creative velocity. Otherwise, a three-day campaign can undo years of brand equity. Read more
10. How Brands Won Big on Taylor Swift’s Engagement Day (my article)
Taylor Swift and Travis Kelce’s Instagram announcement hit 14M likes in the first hour, broke platform records, and ultimately surpassed 29M likes—sparking brand posts that ranged from LEGO’s “greatest love story ever built” to Starbucks pivoting from PSL hype with “Are we supposed to keep talking about PSL like nothing’s happened?” Olipop tied a 13% discount to Swift’s lucky number; Reese’s turned peanut butter cups into a diamond ring.
Key Takeaway: This was a masterclass in real-time marketing. The best brand responses weren’t forced – they amplified what they already stood for. LEGO built, M.A.C. painted, Starbucks sipped. The winning formula: speed, brand DNA, visual wit, and in some cases, sales tie-ins. The cultural calendar will only get more crowded with Swift milestones leading to her wedding. Smart brands are already preparing assets to move at the speed of fandom. Read more
My Stories
Now Taking On Freelance and Fractional Projects
As I look for my next big role, I’m also open to consulting and project-based work. I specialize in interim marketing leadership, brand storytelling, PR and crisis comms, ghostwriting, and social media. I’m also booking paid keynotes and storytelling workshops for companies and conferences. Know someone looking for senior-level support or a recruiter I should connect with? Let’s chat. Reach out here.
7 Awesome Halloween Brand Storytelling Campaigns
One of my favorite things about running my site is seeing what people are searching for—and right now, it’s clear that marketers are planning for Halloween. This blog post, which continues to draw strong traffic, rounds up seven standout campaigns from last year, from Dunkin’s unhinged Spider Donut antics to Discover Ireland reframing Halloween around its Celtic roots. Each example shows how brands can mix humor, heritage, and cultural context to turn seasonal moments into storytelling magic. Read more
Life in London: Tower Bridge, Duck & Waffle, and a Skincare Pop-Up
In my latest YouTube vlog, I played tour guide for visitors in London, mixing iconic sights with local gems. We strolled across Tower Bridge, explored Brick Lane’s street art, and capped the day with sunset views (and the famous duck-and-waffle dish) at London’s highest restaurant. The adventure continued in Notting Hill with a surprise Elemis skincare pop-up offering free treatments and goodies, plus a wander through rainbow-hued streets and brunch stops worth bookmarking. It’s a snapshot of why, even after 10 years, London still surprises me.
Staying at the Harbour Hotel St. Ives: Your Ultimate Cornwall Escape
Perched above Porthminster Beach, the Harbour Hotel St. Ives blends boutique charm with coastal views… and a few quirks. From chic nautical-inspired design to standout breakfasts with sea views, the hotel delivers style and location in spades. My stay wasn’t without hiccups (uncooperative windows, summer heat, and a basement-level room), but attentive staff and a lively bar made up for it. Verdict? I’d stay again, but next time I’d book a sea-view room for the full effect. Read more
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🌍 Website: JessicaGioglio.com Your one-stop shop for all my books, speaking engagements, and blog posts on marketing and storytelling.
📚 Books:
- The Power of Visual Storytelling: Learn how to shape a visual story around your brand using images, videos, GIFs, infographics, and more. Get your copy here.
- The Laws of Brand Storytelling: The definitive guide to using storytelling to win over customers’ hearts, minds, and loyalty. Grab it here.
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Until Next Time
Thank you for being part of this journey. Whether you’re here for marketing trends, storytelling inspiration, or both, I’m so grateful to have you along for the ride.
Keep telling the stories that matter, Jessica
Jessica Gioglio is the co-author of The Laws of Brand Storytelling and The Power of Visual Storytelling. Professionally, Jessica has led innovative marketing and public relations programs for Dunkin’, TripAdvisor, Sprinklr, and more. Today, Jessica is a keynote speaker (book her here) and founder of With Savvy Media & Marketing, a strategic branding, storytelling, and content strategy consultancy.