The Marketer’s Storybook: When Brands Break Rules (and Sometimes Themselves)
AI scam farms are using deepfakes to run billion-dollar fraud rings. Pine-Sol is turning floor cleaner into TikTok chaos. Heinz wants you to drink ketchup. And CMOs? They’re dropping like flies. This week’s stories show how fast marketing, culture, and reputation can flip — from crisis to comedy, from absurd to iconic.
This Week’s Lineup
- AI scam factories force trafficked workers to defraud global victims
- Argos bets big on creator content with Arghaüs mockumentary series
- CMO fortunes falter amid economic and role uncertainty
- Dove seeks underarm ambassador as part of U.S. Open sponsorship
- From disaster to dollars: Social media crisis comms as a lifeline
- Heinz and Smoothie King are collaborating on a ketchup smoothie
- How Pine-Sol doubled its TikTok following in one month
- KitKat tells polite Canadians to ditch the manners with AI
- Primark debuts ‘Sophie,’ a seated mannequin reflecting wheelchair users
- The big money behind those bite-size social media videos
This Week’s Marketing Stories
A curated mix of breaking news, insights, and trends, each with actionable takeaways to inspire your brand storytelling.
1. AI Scam Factories Force Trafficked Workers to Defraud Global Victims
Young Indonesians lured by fake tech job ads on Facebook and Telegram are being trafficked to scam farms across Southeast Asia. There, they’re forced to use deepfakes, voice clones, and LLMs to defraud victims — with Americans losing $12.5 billion last year alone.
Key Takeaway: This isn’t just a scam story — it’s a platform story. When social networks, messaging apps, and AI tools enable billion-dollar fraud rings, the burden shifts to them to protect users at scale. For marketers, the implication is clear: platforms that fail to curb abuse will face reputational blowback, regulatory scrutiny, and a collapse of user trust. Read more
2. Argos Bets Big on Creator Content with Arghaüs Mockumentary Series
Argos has launched its most ambitious creator campaign yet: a mockumentary set in a fictional art gallery where everyday products are treated like conceptual art. With six creators (17.8M combined followers), the TikTok and Instagram series has generated 8M impressions, 90% positive sentiment, and an uplift in brand awareness.
Key Takeaway: Episodic storytelling is the new frontier in creator marketing. Argos shows how brands can move beyond one-off collabs to build entire narrative worlds that shift perceptions and stick in culture. Think less “influencer ad” and more “social TV.” Read more
3. CMO Fortunes Falter Amid Economic and Role Uncertainty
Forrester reports that over one in five Fortune 500 companies changed their marketing leadership in the past year. Average CMO tenure has dropped to 3.9 years, and only 58% of Fortune 500 firms now have a marketing leader reporting to the CEO.
Key Takeaway: The CMO role is being fragmented and recast under economic pressure, but marketers who link brand-building to commercial outcomes are holding the line. CMOs must define growth in the broadest sense — spanning revenue, retention, and reputation — or risk being restructured out of relevance. Read more
4. Dove Seeks Underarm Ambassador as Part of U.S. Open Sponsorship
Dove is the “Official Underarm Sponsor” of the U.S. Open – can we pause for a moment and reflect on how that’s a thing!? To promote its sponsorship, Dove is recruiting a fan ambassador to show off their pits in exchange for a $10K sponsorship package and a starring role on TikTok. It’s Dove’s first-ever N.U.L. (Name, Underarm, Likeness) deal, a playful spin on NIL sports partnerships.
Key Takeaway: Dove continues to innovate within its “Real Beauty” platform by elevating overlooked parts of the body into icons. This campaign blends humor, cultural relevance, and social-first execution — proving that even “unglamorous” product categories can grab the cultural spotlight. I also love the pun/play on NIL deals with NUL – it shows how switched on Dove is to what’s trending in the influencer and sports world and is adapting it for the U.S. Open. Read more
5. From Disaster to Dollars: Social Media Crisis Comms as a Lifeline
Sprout Social reports that brands are monetizing crisis comms through social. Tea turned a massive data breach into $73K in media value with Instagram posts (although I did just read a very scandalous 404 Media article alleging some pretty shady stuff happening). There’s also Astronomer earning $1.5M from a Gwyneth Paltrow cameo after its CEO’s affair scandal and Dunkin’ netted $593K by doubling down on controversy.
Key Takeaway: Speed, humor, and boldness can flip crises into cultural (and financial) wins. But it’s a high-wire act: what buys goodwill today can backfire tomorrow. The takeaway for CMOs? Build muscle memory for rapid creative response, not just risk avoidance. Read more
6. Heinz and Smoothie King Blend Up a Ketchup Smoothie
In a provocative move, Heinz and Smoothie King are selling a limited-time ketchup smoothie in select U.S. markets. The blend of ketchup, acai, apple juice, and berries riffs on the viral question: “If tomatoes are a fruit, is ketchup a smoothie?”
Key Takeaway: Provocation + participation = buzz. This collaboration leans into internet debate, creating a product designed for reactions and shares. For brands, it’s a reminder that sometimes the fastest way to cultural relevance is to playfully embrace absurdity. And, in case you were wondering… I would absolutely try this. Would you? Read more
7. How Pine-Sol Doubled Its TikTok Following in One Month
Pine-Sol nearly doubled its TikTok followers (87K to 156K) in a month by embracing lo-fi chaos. With episodic formats, meme-worthy brand sounds, and fast culture riffs, the cleaning brand has turned floor cleaner into bingeable entertainment.
Key Takeaway: TikTok rewards entertainment value over polish. Pine-Sol’s “intentional chaos” proves that leaning into absurd humor, building repeatable formats, and owning a distinctive brand sound can outpace even high-production campaigns. Read more
8. KitKat Tells Polite Canadians to Ditch the Manners with AI
KitKat Canada’s “Break From Politeness” campaign urges Canadians to stop saying “please” and “thank you” to AI assistants — claiming those niceties waste energy. The playful campaign links sustainability with the brand’s iconic “Have a Break” promise.
Key Takeaway: Smart brands find fresh, playful ways into heavy cultural conversations like AI and sustainability. By tapping into national quirks and environmental tension points, KitKat reinforces its brand DNA while staying timely and topical. Read more
9. Primark Debuts ‘Sophie,’ a Seated Mannequin Reflecting Wheelchair Users
Primark introduced Sophie, a seated mannequin co-created with disability advocate Sophie Morgan, across 22 stores in nine countries. Paired with the retailer’s Adaptive range, Sophie represents a more authentic commitment to disability representation in retail.
Key Takeaway: Representation in fashion must extend beyond campaigns into in-store experiences. Primark’s seated mannequin is a small but powerful signal that inclusivity should be visible at every touchpoint — not treated as a seasonal theme. Read more
10. The Big Money Behind Bite-Size Social Media Videos
A new WSJ report spotlights the rise of freelance “clippers” — editors who slice long-form content into viral short videos for TikTok and Instagram. Top clippers can earn $20K–$30K per month, and brands are spending $15K–$250K monthly on clipping campaigns.
Key Takeaway: The short-form video gold rush is industrializing. Brands that once relied on creators now tap entire networks of clippers to flood feeds with volume and virality. The challenge? Balancing scale with authenticity, so content fuels brand equity rather than cheap clicks. Read more
My Stories
Now Taking On Freelance and Fractional Projects
I’ve now taken a month off to relax and I am ready to get back to work! 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.
Brand Storytelling in a Crisis: Proven Lessons From Global Brands
When brands face a crisis, storytelling can be your greatest ally — or your worst enemy. Drawing on my experiences leading crisis communications for Nokia, Dunkin’, TripAdvisor, and more, I share proven frameworks and case studies from Zipcar, KFC, and the Boston Marathon bombing. The article also distills lessons from my recent Perception Paradox podcast interview on how to respond with speed, empathy, and transparency. Read more
Airport Hack: My Stay at the Block Hotel, Gatwick
With a 6 a.m. flight out of Gatwick, I skipped the pricey car service and checked into the Block Hotel in the South Terminal. The vibe? Compact, efficient, and surprisingly cozy. I splurged on a room with a window (worth it), tested out the quirky all-in-one bathroom, and discovered the ultimate perk — free coffee stations on select floors. Despite the minimalist setup, the bed was comfortable, the room was quiet, and it turned out to be a perfect crash pad before an early flight. Would I stay here again? Absolutely. Watch my full tour and review on YouTube.
The Ultimate Escape to St. Ives, Cornwall
After years of dreaming about Cornwall, I finally made it to St. Ives — and it exceeded every expectation. With turquoise waters, sandy beaches, winding streets, and a thriving art scene, this coastal town is pure magic. I stayed at a beautiful hotel, soaked up the sun on Porthminster Beach, browsed boutiques, and sampled the best of local food and fashion. If you’re craving a UK seaside escape that blends charm with culture, St. Ives is a must. Read the full review here: https://thesavvybostonian.com/2025/08/the-ultimate-escape-to-st-ives-cornwall-beaches-views-charm/
Unlock More of My Stories
🌍 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.