Campaigns, Comebacks & Cultural Moments: The Marketing Moves Worth Watching This Week
Written by Lexi Rapnikas
Campaign of the Week: Dollar Shave Club
Ladies, Dollar Shave Club has entered the chat. The brand, long synonymous with no-nonsense grooming for guys, is coming for the $1.8 billion women's shave market, and it's not playing nice. The new line includes a six-blade razor with a non-slip handle, alongside scrubs, balms, oils, and butters, all packaged without a drop of pink sparkle in sight. CEO Larry Bodner put it bluntly: this is "anti-Venus, anti-Billie, anti-Flamingo," and to back it up, the brand is rolling out two 30-second spots: one traditional ad taking direct aim at competitors, and one AI-generated spot that literally animates old products being trashed in favor of their new offerings, running across CTV, YouTube, Spotify, podcasts, and digital channels. Consider the gauntlet thrown.
250 Years of Coca Cola
The Coca-Cola Company is turning 250 into its moment, and honestly, when you've been around this long, you've earned it. As the largest corporate sponsor of America250, the brand is pulling out all the stops with its "Drink in America" campaign, reviving the iconic 1971 "Hilltop" ad through a fresh take on "I'd Like to Buy the World a Coke" featuring 25 diverse singers. The rollout spans limited-edition bottles and mini-cans across all 50 states, Puerto Rico, and D.C., "Paint the Nation" murals by local artists, and community initiatives targeting 250,000 volunteer hours across sustainability, youth empowerment, and disaster relief. With activations at NASCAR, the PGA Tour, and beyond, Coca-Cola is doing what it does best, making a cultural moment feel like it belongs to everyone.
The Most Expensive LEGO Lineup EVER
the LEGO Group just assembled the most expensive starting lineup in history, and no one's getting a transfer fee. The brand's "Everyone Wants a Piece" campaign brings together Lionel Messi, Cristiano Ronaldo, Kylian Mbappé, and Vinícius Jr. for one mission: building a LEGO FIFA World Cup trophy, and teasing the brand's new Editions collection dropping May 1. Created by LEGO's in-house team alongside Wieden+Kennedy Amsterdam , the campaign racked up a staggering 314 million views across the players' Instagram accounts in just 24 hours. The product line runs from a $29.99 Football Highlights set to a $199.99 trophy replica, each designed around the players' national colors, and it all ends with a child completing the trophy, a quiet but powerful nod to LEGO's core mission of inspiring creativity. With the 2026 World Cup on the horizon, the timing couldn't be more perfect.
Five Guys Rolls Out It's Largest Brand Campaign to Date
After 40 years of quietly making some of the best burgers around, Five Guys Enterprises is finally ready to talk about it. The chain has launched its largest integrated brand campaign to date, "Your Burger Guy,” built on the "Satisfaction Perfected" platform and created by independent agency Chemistry. Three 30-second spots shine a light on what Five Guys has always done well: fresh ingredients, generous portions, and four decades of burger expertise, all positioning the chain as the dependable "sure bet" in a crowded fast-food landscape. Rolling out across film, social, digital, audio, and in-store channels, the campaign is a confident, long-overdue love letter to the art of just doing it right, no gimmicks, no mascot, just really good burgers.
Cluckin' Good, Now Streaming
KFC has launched a music-driven campaign featuring a new song, “Finger Lickin’ Machine,” and a high-energy ad that reimagines Colonel Sanders as a dancing rebel promoting its Value Feast menu. Designed to feel more like a viral music video than a traditional commercial, the campaign leans into humor and spectacle while emphasizing affordability amid inflation, with meal options priced at $7, $9, and $11. The effort also includes influencer activations and streaming distribution to maximize reach, signaling KFC’s broader push toward culturally relevant, “sound-on” marketing as it continues its comeback strategy and focuses on winning back value-conscious consumers.
