This week’s brand moves prove there’s more than one way to win hearts, headlines, and customer love.

From Supergoop’s smart SMS strategy to Cocokind swapping influencer trips for customer getaways, brands are trading flashy for thoughtful — and seeing real returns. Meanwhile, Liquid Death dropped “Kegs for Pregs” with Kylie Kelce, Macy’s optioned a TV series, and E*Trade made a mom roar like a walrus (yes, really). Add in resale pilates with Lululemon, Durex’s cheeky retro game, and Nike’s AI sneaker lab, and it’s clear: bold is back, but so is emotional intelligence.

Let’s dive in.

This Week’s Marketing Stories

A curated mix of breaking news, insights, and trends, each with actionable takeaways to inspire your brand storytelling.

1. How Supergoop is keeping its SMS strategy fresh

Supergoop’s SMS strategy is driving results, with a 167% YoY subscriber increase, 29x ROI, and one-time texts converting at 11.5%. Their secret? Punchy, personalized copy with segmentation based on message preferences – and a refusal to copy-paste from email.

Key Takeaway: In an oversaturated SMS landscape, treating texts as a more sensitive, conversational channel and not just a promo blast pays off. Marketers should tailor tone, timing, and content to the medium, not just reuse what’s already in the inbox. Read more

2. Influencer trips are out. Customer trips are in.

Cocokind, Waterboy, and Refy are ditching flashy influencer trips in favor of community getaways for real customers. Cocokind’s Napa Valley customer trip sparked a 115% increase in social engagement and 136% earned media value boost.

Key Takeaway: While I don’t think influencer trips are over for good, I have always been an advocate of rewarding your loyal customers (e.g. our Surprise and Delight program at Dunkin’). Rewarding loyal customers with authentic experiences can generate more genuine buzz, deeper relationships, and content that’s both meaningful and brand-aligned. Read more

3. Kylie Kelce is drinking for two in Liquid Death’s ‘Kegs for Pregs’

Liquid Death teamed up with pregnant podcast host Kylie Kelce to launch 5-liter mini kegs of water in a cheeky campaign that sold out within hours. The viral spot garnered over 130,000 likes in 5 hours, proving humor and hydration can go hand-in-hand.

Key Takeaway: Bold, unexpected storytelling can push product awareness further than polished campaigns. Don’t underestimate the power of a well-timed, well-executed joke – especially when backed by cultural relevance and earned attention. Read more

4. Lululemon is promoting its resale program with pilates classes and partnerships

At SXSW, Lululemon hosted a “Like New” pop-up complete with free fitness classes and resale pieces curated by influencers. With resale projected to hit $367B globally by 2029, Lululemon is betting on in-person experiences to drive circular fashion adoption.

Key Takeaway: To destigmatize secondhand, marketers must spotlight the product experience – not just the price. Bringing resale into premium spaces reframes it as aspirational and builds trust with shoppers still new to circular fashion. Read more

5. Macy’s cracks into scripted TV as brand, entertainment converge

Macy’s has optioned the bestseller When Women Ran Fifth Avenue for a TV series, marking its first foray into original scripted content. With a renewed deal with NBCUniversal and a focus on storytelling, the retailer is positioning itself as a media brand.

Key Takeaway: Storytelling isn’t just a buzzword – it’s a business strategy. As traditional ads lose steam, brands must think like producers and invest in IP that builds emotional equity and extends beyond the seasonal sale. Read more

6. Mom roars like a walrus for E*Trade

In a bizarre and memorable ad, E*Trade trades its talking babies for a roaring mom, showing off its Morgan Stanley partnership through absurdity. The spot launched during MLB openers and will air through the NFL Draft and NHL Playoffs.

Key Takeaway: In an age of scroll-stopping content, weird wins. Humor rooted in surprise and character can spark connection while subtly delivering product education – especially if it gives audiences something to talk about. Read more

7. Nike launches ‘AIRImagination’ platform that lets you design dream sneakers using AI

To celebrate Air Max Day, Nike launched a chat-based AI tool where fans can design custom sneakers using text prompts. Though shoes aren’t yet for sale, the interactive experience builds community and hints at future product development directions.

Key Takeaway: AI doesn’t just streamline – it invites co-creation. Letting consumers step into the design seat deepens brand engagement and sets the stage for innovation that feels participatory and personal. This opens an exciting door to new co-created monetization opportunities for brands too. Read more

8. Simon & Schuster wants to be your favorite content creator

With BookTok fueling 59M print sales in 2024, Simon & Schuster is launching Bookstore Blitz, a short-form content series where authors go on timed bookstore hauls. New publisher Sean Manning wants to make the brand more like A24 or Hot Ones – but for books.

Key Takeaway: Publishers aren’t just competing with each other – they’re competing with social media. Marketers should treat every brand as a content brand, using owned platforms to turn audiences into fans and fans into evangelists. Read more

9. Survey shows just how insanely strong Amazon’s brand is with Americans

According to YouGov, 96% of U.S. adults have heard of Amazon, and 80% would consider buying from it. It ranks #1 across multiple shopping categories, beating out even Walmart and Google.

Key Takeaway: Brand trust isn’t built overnight – it’s earned through consistency, utility, and ubiquity. Marketers should analyze how Amazon simplifies decision-making and sets expectations for convenience, speed, and personalization. Read more

10. Think your pull-out game is strong? Durex proves otherwise in retro game

Durex launched “The Pull-Out Game Game,” a retro arcade-style browser game teaching users why the pull-out method fails. With humorous obstacles like judgmental grandmas and clueless dogs, the brand educates while driving sales through condom discounts.

Key Takeaway: Edutainment works – especially when it’s bold, playful, and culturally on-point. Marketers tackling taboos should meet audiences where they are: laughing, learning, and clicking “play again.” Read more

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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