Valentine vs Super Bowl vs Duolingo's death — The best of brands and marketers
The speed and chaos of marketing moments are making this month feel like both a dream and a nightmare. February is nothing like January...
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What’s on my feed
IPG expected to sell R/GA to management-led group and PE firm.
The UK’s war on encryption affects all of us.
The Trade Desk missed its revenue target for the first time, here’s how CEO Jeff Green pledged to fix it.
Instagram CEO confirms the test of downvote button in comments.
Disney+ adds ESPN in Australia and New Zealand.
Apple has started advertising on X again.
The New Yorker reveals 100th Anniversary Issue.
McDonald's UK launches 'Order Like Stormzy' campaign.
Drama: Why Is Wishbone Kitchen Mad at Bon Appétit?
Kroger laid off 200 HQ employees; Albertson’s plans to eliminate around 400 this month. Meanwhile JCPenney is also set to close few stores in upcoming months.
CeraVe continues their reactive marketing arc by hiring Anthony Davis as Head of CeraVe for new campaign.
BIC’s Cristal pen writes Romeo & Juliet — 63 hours, one pen and ink to spare. (AI)
Pete Davidson reveals tattoo-free look in new Reformation campaign for Valentine’s Day.
OpenAI's new roadmap: big releases in "weeks" and "months".
Chili’s and Mischief US create a 15-minute original television event for National Margarita Day.
Iconic: Pop Crave is partnering with SNL.
In-person work doubled over the past year, survey finds.
What I’m reading
The salty, briny, lemony, garlicky rise of “pick me” foods by Vox.
People With Parents With Money by NY Mag.
I’m a Gen Z Journalist. My Generation Doesn’t Know What That Means. by Olivia Hicks.
Ten Rules by Corita.
How 'I Who Have Never Known Men' Took Over BookTok by The Cut.
The age of average by Alex Murrell.
Five ways in which the last 3 months — and especially the DeepSeek era — have vindicated “Deep learning is hitting a wall" by Gary Marcus.
How Trump’s tariffs could put marketers in a recession frame of mind by DigiDay.
Is This How Reddit Ends? by The Atlantic.
Automation in Retail Is Even Worse Than You Thought on The Nation.
Inside a network of AI-generated newsletters targeting “small town America” by Nieman Lab.
The (nearly) full list of Good Daily’s AI-generated local newsletters.
The Cruel Kids' Table by New York Magazine.
How Weight-Loss Drugs Can Upend a Marriage on The NY Times.
Currys’ TikTok videos now deliver better ROI than paid advertising – here’s the strategy on The Drum.
How 9 popular YouTubers helped Trump win a second term by Bloomberg.
The secret architecture of great essays by Michael Dean
Your Next Apartment Rental May Also Be a Marketing Campaign by WSJ.
A big week for “All PR is Good PR” and “Being cringe is better than being irrelevant”.
What’s happening:
Duolingo 'killed' off its mascot — and somehow captivated the internet.
The brand published their company handbook before announcing the alleged death of the owl.
The fun around the death of Internet’s favourite bird has died because 100s of brands, including organisations like WHO are trying to capitalise off this moment.
Poppi getting backlash for their Vending Machine stunt with influencers.
I agree that a lot of the negative sentiment against Poppi was uncalled. But it exists because their ads had no substance: This type of ad creative doesn’t make people feel anything and people get angry at its existence because people care about their feeds. Jake Shane is known for being Jake Shane meanwhile made him do a very scripted promo: A LIP SYNC?? IS THIS 2019??
Marketers are calling other marketers and consumers dumb with comments like ‘wait till they find out how much a campaign costs’.
The anti-cancel culture police: who cares? All PR is good PR.
Coffee Matte’s weird Super Bowl commercial had people throwing their newly purchased bottles in the bin. Is that an overreaction?
As a brand, you want people to get mad at your company and abandon your product due to good or bad marketing. This proves that whatever you were doing before was working and mattered to the customer. The biggest red flag for any brand is always silence. If people don't give a fuck, you can simply close up shop and leave.
As a consumer, This reaction is pretty normal. As a marketer, this is a perfect example of brand marketing's influence in current culture. People are abandoning products because of the brand. It's the ultimate goal, but you want people to buy, not discard.
My case against "All PR is Good PR" is simple. It’s like an unplanned pregnancy. You feel like shit when you get the news, and you never expect it, but you will surely love your kid, or maybe you will have an abortion. It all depends on the situation. However, one thing is certain: the marketer responsible for bad PR will always carry that burden in their corporate life.
It’s easy to type “All PR is Good PR” when you are not the one dealing with the situation.
The situation is similar for "Being Cringe is better than being irrelevant." Have you ever been to a high school? The Internet is just like that. If you are cringe, you will either get laughed at or ignored because people don’t want to be associated with who you are.
Or you can wait until your type of cringe is cool. And it will become uncool again because social media is high school on steroids.
I have no case against "wait till they find out how much a marketing campaign costs." Because it’s not an argument to be fought. How much a Super Bowl ad campaign costs or how much agency fees are doesn’t justify the waste of money. An experienced marketer should know that. We are one of the first departments to be fired when a company starts to lose money. If you don’t care about the marketing spend at your company or industry, you are not likely to succeed in marketing.
Everything we are witnessing is part of the 'Pseudo-Intellectual Consumer' trend because brand and branding have invaded every aspect of our lives. There are now consumers who feel proud of not caring about the brand, and they look down on people who do care about what a brand does with their money and identity.
This is obviously not new, but the number of people fighting against brand identities is larger now, and the media landscape has changed.
Tropicana’s failed rebrand was a big lesson for marketers. Many learned that consumers know their only agency over the way corporations work is through marketing and branding. Therefore, brands and audiences have always maintained a balance, ensuring that people feel a sense of control over a brand.
However, this is changing as brands are now abandoning their policies and visual identities that people never asked to be changed. It was all actions taken to maintain profit. This change will have a significant impact on the role of branding in marketing. Overall, it's not good news for brands.
Super Bowl 59: Winners & Business
Not the best year for ads but it was definitely the one for Culture and Eagles.
Super Bowl 59 reaches $800 Million in ad Revenue for Fox and Tubi.
Tim Hortons managed to celebrate Canada’s game and roast America during Super Bowl LIX.
Super Bowl 2025 ads were a mixed bag for diversity and inclusivity.
Nike wins Super Bowl with ‘So Win’ ad campaign getting more coverage than any other brand.
Feeling a Lil Sensitive? Lil Wayne’s got you in Cetaphil’s local Super Bowl ad.
Novartis took home the top spot in the 21st Kellogg School Super Bowl Advertising Review with “Your Attention, Please” ad campaign.
Angel Soft offers 'bathroom break' in new Super Bowl ad.
Omaha Steaks turns Super Bowl ad cameo Into Uber Eats deal.
Best 2025 Super Bowl commercials: All 57 ranked according to USA TODAY Ad Meter.
Yahoo regional Super Bowl ad has Bill Murray asking you to email him.
Nike appears to troll Patrick Mahomes after Super Bowl loss with Eagles.
Was Tubi's fleshy hat Super Bowl ad genius, or just really weird?
Kanye’s Super Bowl ad for swastika shirt site sparks calls for stronger regulatory oversight.
Ford and General Motors used to be mainstays of Super Bowl ads, but no more.
Hims & Hers sees 650% spike in traffic following Super Bowl ad as clash over compounded GLP-1s heats up.
Little Caesars & Pringles embrace their Super Bowl ad spot similarities with an official collaboration for social media.
Ahead of Super Bowl, Dove partnered with Sports Illustrated for body positive campaign for young girls.
Super Bowl 59 ads creatives are talking about at the Watercooler.
Eagles’ Cooper DeJean is Not a Safety named a brand ambassador for Renpho.
ICYMI: Every 2025 Super Bowl Ad.
Last, my friend
published his review of Super Bowl Ads. You can read it below:
Valentine’s Day Marketing
On and Elmo inspire runners to not be so hard on themselves.
Deliveroo apologises for ‘misjudged’ Valentine’s Day marketing stunt.
Jordan Brand is celebrating Valentine’s Day by applauding Philadelphia Eagles’ Jalen Hurts Super Bowl performance.
Mercedes Benz AMG has launched a very romantic and aesthetic social campaign to celebrate the season of love.
Knorrplay is the new Foreplay for Valentine’s Day in the UK.
Tinder teamed up with Bridget Jones: Mad About the Boy film for Valentine’s.
Data: UK shoppers plan for a budget-friendly Valentine’s Day.
IKEA Austria and USA celebrated Valentine’s Day with freaky social campaigns.
KFC UK looks to kwench consumer thirst this Valentine’s with drinks menu.
Bauer Media launches Bridget Jones Radio pop-up station to celebrate new film release.
‘ALLgasm’ – Durex ad spot in Thailand aims to close the pleasure gap this Valentine’s Day.
DoorDash suggests a ‘Threesome’ in racy Valentine’s Day ads.
My Brief Romance With Red Lobster, Tinder's Corporate Fuckboy. (read)
In new Sweethearts campaign, till death do us part no longer holds weight.
Chocolates & Valentine’s in India: Snickers are third wheeling meanwhile Cadbury is celebrating the occasion with Uncles.
‘Dead Flower Shop’ engages men with gender-based violence message on Valentine’s Day.
Veralab and Dentsu Creative Italy celebrate imperfections with “Perfectly Imperfect”.
Ikea teams up with dating app Breeze to offer unique Valentine’s date.
Coca-Cola celebrates Valentine's Day with first drone show in Hong Kong.
Morrisons and Leo Burnett get personal this Valentine’s Day with bespoke love songs.
Flipkart Minutes’ new “Rift to Gift” campaign takes a playful approach to Valentine’s Day gifting.
Cadbury launches ‘Gooey’ love album.
No More, The charity raises awareness of domestic and sexual violence with its latest campaign ‘Language of Love’.
Haleon promotes Eroxon gel ahead of Valentine’s Day with Bachelorette star.
Cosmopolitan and Bumble team up for Valentine’s Day Love Ball at Boom at the Standard.
Cosmopolitan’s OOH Valentine’s day campaign embraces lazyvertising with generic fonts and more.
Anti-Valentine’s Day marketing: Go Boneless with Wingstop and more..
It’s time to plan for Valentine 2026
Valentine’s Day marketing campaigns are often so boring. “Celebrate the love” is the slogan of every brand. When it comes to Valentine’s: Less is more.
You need to tone down the excitement as a brand.
You do that by focusing on minimal things that make a difference.
One of my favourite tactic to identify consumer traits is to research in r/Changemyview, r/AmIthea**hole and scroll through comments of Youtube videos about XY topics. As a marketer, you are never looking for a big reveal. Because everything surface-level has already been done and abused by big brands.
You need to find tiny truths and habits that explain what people do or don’t appreciate.
Remember: Love is Personal. Don’t try to be part of the Valentine but do try to uplift the mood and solve XY problems. Your brand can be like a parent or stranger to the couple/single you are marketing to. Avoid that by understanding your role. Do this:
Most of the marketing today is catered towards Digital Natives, the younger demographic. For once in a while, brands can leave them alone. They should help digital migrants/older demographic have a new experience, which they are likely to remember as digital is not obvious to them.
The same goes for long-distance couples and singles who have created digital homes to remain connected to their culture and country. Research what are their online and offline Homing practices, a set of home-related routines and practices, and as an underlying existential struggle toward a good-enough state of being at home.
Integrate your brand into their Homing practices or try to make them better. This will help your brand in the long and short term.
Valentine’s Day might not be a good time to promote new products, especially if you are targeting men in serious relationships or women.
A study I recent discovered shares, “Mating mind-sets induce male consumers (but not female consumers) to engage in relational processing, increasing fit perceptions and evaluations for moderately dissimilar brand extensions. These differences are more likely to emerge when a short-term mating mind-set is primed (vs. a long-term mating mind-set).”
When in short-term dating mode, men are more likely to try new products from the brands they like. This behaviour declines if they are too serious about the relationship. Still the difference isn’t huge.
The study also shared that both men and women in a relationship think alike about luxury brands and their new launches but men are more likely to find functional/practical brands a romance fit for their partner. In short, Male consumers feel a need to be more creative with their gifts. That’s why the experimentation with new and old brands is a big thing.
Valentine’s Day is Super Bowl for Couples. It’s more about consumerism than love. Not all couples. But a certain % expect their partners to know who they are as consumers, not lovers.
This means you need to binge watch every meme page about fashion, food and brands to understand what the ideal consumer might want. And your brand needs to make their own memes to help and sell to the consumer. SSENSE has been doing this for last few years. Selling Consumerism memes as fashion identities.
Valentine’s Day is not about making people buy your brand. It’s about helping people make the right decision. Be bold and include other products in your suggestions.
Think of your brand as a store manager having a dialogue with customer. Even if you recommend something you don’t like, the customer is likely to ask you, “What do you prefer?”.
Aesthetics and Stunts are cool: The Typical Valentine’s Day marketing playbook.
Most brands tend to focus more on the design of your promotions and packaging. Integrating symbolism into their social media content.
Some of the brands either try to be unhinged about the life of singles during Valentine’s week or they target the couples trying to break up.
New: Brands like Etsy making people opt-out of Valentine Week emails. I can’t say this marketing playbook of brands is helpful for long-term brand loyalty. But it does deliver strong engagement for social media-focused brands.
The best brands make their Valentine’s Day marketing standout by doing great work throughout the year.
If you have been partnering with creators for brand trips and organising events where people feel connected. VD is the best time for you to repurpose that brand content.
If your brand is related to food and CPG businesses, you should partner with cooking creators. The searches for cookie recipes increase around Valentine’s Day. If you are a brand that believes “people value your work and it creates emotion”. It’s time to test your work during the week of love.
To End, let’s talk local and data. Visa’s Valentine Day’s report in the Philippines shares last year spending on food-related categories decreased, while spending on travel-related categories saw a slight rise.
Hinge’s 2024 research shares Around 44% of Gen Z Hinge daters have little to dating experience and are worried about coming off as cringey or over-eager in their communication.
In the US, Gen Z spend $194 per romantic night out, outspending Millennials ($191), Gen X ($172) and Baby Boomers ($127). 47% of Gen-Zers in Australia prefer staying home on a typical weekend night rather than going out, the party culture is changing in the country. (Havas)
Fashion & Beauty
Gucci sales slump continues as market awaits turnaround.
The Ordinary launches in China.
G-Star RAW’s takes a stab at Balenciaga in a new social campaign.
Henry Cavill is the new face of Longines.
Miu Miu taps Silvia Onofri as CEO.
Victoria's Secret launches designer collaboration: Atelier Victoria's Secret x Altuzarra.
Lenovo, Intel and Dazed collaborate to launch ‘DAZED ARCHIVE’.
Moncler full-year revenues grow 7% on strong DTC sales.
Tyla announces Nike partnership With exclusive interview.
Prestige Beauty sales hit $33.9 Billion in 2024.
Elemis, Aston Martin Aramco F1 Team partner on three-year deal.
Axe / Lynx takes bold humour to the next level in latest global campaign for its sweet smelling fragrance launch.
The Ordinary & Uncommon publish free digital archive debunking beauty myths.
Bath & Body Works and Disney collaborate to launch Disney Princess Fragrance collection.
HEYDUDE partners with Heisman Trophy Winner, Travis Hunter, to launch new "Unlike Anything" global brand campaign.
Loewe partnered with the guy who knows how to pronounce Loewe.
Food & Beverages
Starbucks baristas are already complaining about doodling on your cups.
🇨🇦 Cheesestrings is not American... not even a little bit. (OOH)
Supervillain Javier Bardem stars in first campaign from Uber Eat’s new brand platform "When You've Done Enough, Uber Eats."
Tillamook® takes National Cheddar Day overboard by giving away a Boatload of Cheese - Literally.
The Green Album by Califia Farms, a collection of positive plant affirmations narrated by actor Chris O'Dowd.
Domino's® launches any crust, any toppings for $9.99 each.
Lieferando wants to showcase local city life with its new campaign „Auch ’n Anlass“.
Red Lobster is bringing back Lobsterfest and it's better than ever.
☕️ Coffee: Löfbergs enters UK with new campaign and Robert Downey Jr. Happy coffee enters Albertsons.
Pepsi Max & Time Out launch interactive dining map.
McDonald's Valentine's campaign may make you believe in enduring love.
Coke rolls out an ice cream truck to boost new orange cream flavor.
Nedd’s Milk piles on Dare’s PR blunder with a cheeky offer. (Australia)
KFC brings back controversial ‘Double Down’ Chicken Burger With auirky ad campaign.
KFC NZ launches airline, 'Zing Air', to take Rugby fans to matches.
An influencer leaked news about 7Up’s Shirley Temple release. Here’s how the brand handled it
ARK Agency delivers impactful ‘Gut Punch’ campaign for DR.VEGAN.
Tech, Markets & Sports
Tesco evokes consumer emotions by using veggies and gas in “It’s not a little thing. It’s everything” ad campaign.
Currys unveils latest instalment “Laptop Rage” of its’Beyond Techspectations’ series.
The Fabletics x Becky G collab is a celebration of strength, style & Latina Pride.
Samsung says there’s an AI companion for every scenario.
Monzo "Business feels better with Monzo” ad campaign by Uncommon Creative Studio.
Adidas tackles sports sideline pressures with ‘You Got This’ campaign.
RZA gives voice to sporting icons in new Beats by Dre ad spot.
Vietnam’s leading sneaker brand launches a new identity.
ASICS goes to new heights to Launch the Gel-nimbus 27 running shoe.
Other 🪜
Moving suicide bereavement awareness film portrays unseen impact.
Volvo India & Artist Dr. Subodh Kerkar create the 'Most Ignored Painting'.
BRLO launches “Less Hate, More Hops” a bold activation using beer prices to counter the german far-right.
VCCP campaign highlights new and improved TfL app.
Iceland takes over chicken shop to promote new chicken range.
OOF: Tesco pulls 150 products from Aldi price match.
Tyro recruits UFC’s Alex Volkanovski for ‘Chief Tap Out Officer’ role in latest campaign.
BETC brings welcome storytelling to moribund EV sector.
HSBC’s ‘Premier’ OOH campaign at sites across London.
TIM Brasil unveils a wearable pin to combat phone theft at music festivals.
Internal changes & Updates
Unilever marketing spend reached ten-year high.
Nestlé forecasts ad-spend hike but expects profit margins to shrink.
GoGroup now allows multiple people to add items into a shared cart that will be delivered in a single order.
Heineken hails ‘balanced’ volume and value growth amid £250m marketing uplift.
Coca-Cola hints that it’ll use more plastic bottles because of Trump’s aluminum tariffs.
Agency News
Trending & Changes:
Dentsu prioritises media in new growth plan following $820 million loss.
Publicis Media launches women’s sports offering and partnership with Disney.
IPG announces $250 million restructuring, Q4 revenue and profit fell.
We Are Social appoints ex-Forsman & Bodenfors CEO Toby Southgate as global group CEO.
Goodyear consolidates global agency roster under Publicis.
DEPT recertifies as a B Corp, aligns with agency’s goal of growing with purpose.
Geico launches agency review to expand creative roster.
Omnicom cut 3,000 roles during 2024 ahead of IPG takeover move.
LG2 introduces new national leadership roles for executive team.
Armando Turco returns to Agencyland as president of Mojo Supermarket.
Saatchi & Saatchi loses creative agency of record status for Waitrose
Wins & Reviews:
VML and Today the Brave win Wendy's in Australia.
Pets at Home appoints OLIVER as AOR for CRM.
Sling & Stone wins local PR pitch for global gifting platform
Financial firm renews Sky Arts sponsorship.
Studio Secret Cinema launches, experiential marketing agency focuses on Awe.
Cayman Islands appoints Harmelin as Media AOR.
Stagwell acquires Gold Rabbit Sports.
Think HQ wins three brands in Lipton Tea portfolio following a competitive pitch.
Nat West kicks off creative and media review.
Warner Bros. Discovery appoints Special as creative agency to launch streaming service Max in AU.
R/GA wins Music Label One Day, will develop Brand Strategy and Identity.
Great Ormond Street Hospital Charity appoints media agency.
CHEP Network wins Simplot creative pitch.
MSQ’s new Sport+Entertainment wins Virgin Media O2.
Smart Home Brand ecobee names FCB Agency of Record.
72andSunny lands billion-dollar tech platform Deputy as new client.
“Being cringe is better than being irrelevant” was def the strategy for this week with brands. I just hope the attention was worth it 🙃