3 Marketing Campaigns to Emulate


When the temperatures rise, big brands heat up their marketing by launching creative campaigns, collaborations and limited-edition must-haves. As always, a big part of that marketing involves clever branded merchandise.

Take inspiration from these three summer-ready campaigns from retail brands.

1. MoonPie Offers Sweet Sun Protection

MoonPie’s marshmallow-scented sunscreen plays off the brand’s tongue-in-cheek hatred of the sun.

For years, MoonPie has marked the sun as its #1 arch nemesis, and has even taken this rivalry to Twitter. During this year’s summer solstice, MoonPie took an ultimate shot at the sun with the launch of marshmallow-scented Sun Bad Sunscreen, which the company bills as “protection from the mean old sun.”

As part of the campaign, MoonPie urges consumers to “say SPFU to the sun” in an intentionally cheesy ’90s-style commercial where the sun is the villain. The marshmallow-scented sunblock is available for $4.99 through moonpie.com. Its sweet scent and summer promo strategy seems to be just as memorable as the legacy sweet treat company, which has been in business for over 100 years.

Promo Takeaway: Create a memorable experience for clients by engaging all their senses — not just sight. Incorporating scent to a promotion – perhaps with custom candles or retro scratch-and-sniff stickers – adds another dimension, especially since smell is so closely linked with memory.

2. Tupperware Teams Up With Vera Bradley for Floral Fun

Tupperware collaborated with Vera Bradley for this limited-edition floral-patterned collection.

Tupperware collaborated with Vera Bradley for this limited-edition floral-patterned collection.

Two iconic brands pioneered by women, Vera Bradley and Tupperware, teamed up to make a beautiful, limited-edition floral line of eco-friendly products just in time for summer. The floral-patterned reusable water bottles, snack packs and sandwich containers offer a stylish alternative when traveling or storing food at home.

The line is available now and includes three bright, lively patterns: the Daisy Smile Collection, Falling Daisies collection and Sunflower Collection. Consumers can even complete the fun and functional collection with matching patterned backpacks and totes available on verabradley.com.

When has there ever been a summer branded collab this harmonious and pretty?

Promo Takeaway: Freshen up best-selling products with fun colors, patterns and designs suited to the season. Floral prints and beachy hues are a great way to evoke a summer feel.

3. Coca-Cola Gets a Remix With Marshmello Collaboration

Coca-Cola collaborated with electronic DJ and producer Marshmello to create a strawberry-and-watermelon fusion drink flavor.

Coca-Cola collaborated with electronic DJ and producer Marshmello to create a strawberry-and-watermelon fusion drink flavor.

Coca-Cola and Marshmello, a Grammy-nominated electronic music producer, have teamed up to create a Coke flavor reminiscent of both summer and the artist’s upbeat, dance music. The new flavor – a strawberry and watermelon fusion – will be available starting July 11 and offered in regular and zero-sugar versions.

The black-and-white can, designed with drippy Coca-Cola Spencerian script and Marshmello’s signature smiley-face helmet, makes the new Coke flavor stand out from any other Coca-Cola drink.

The launch aims to promote Marshmello’s new song, “Numb.” Marshmello’s more than 43 million monthly listeners on Spotify are Gen Zers, and through this collab, Coca-Cola directly appeals to that audience.

Promo Takeaway: Look for ways to connect established brands – like Coca-Cola – with younger audiences. Merch collaborations with musicians or social media influencers with niche followings could help your clients expand their reach.

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