Charlize Theron Stunts, AI Creator Tools, and Celebrity-Led Brand Drops Drive This Week’s Marketing Playbook
Written by Lexi Rapnikas
Campaign of the Week: Charlize Theron Scales Times Square Billboard in Daring ‘Apex’ Stunt
Charlize Theron promoted her newest Netflix thriller Apex with a dramatic stunt, climbing a billboard in Times Square after training with pro climber Beth Rodden. The film, co-starring Taron Egerton and Eric Bana, follows a survival story set in the Australian wilderness and was shot in New South Wales. Directed by Baltasar Kormákur, the movie highlights Theron’s physically demanding preparation and marks her first experience with rock climbing, which she said she found both challenging and fun. The film is now streaming on Netflix and has generated buzz for its intense action and real-world stunts.
NYX Launches Body Care Line With Megan Thee Stallion
NYX Professional Makeup is expanding into body care with the launch of its first collection, led by Caramelt Mami Body Oil and fronted by three-time Grammy winner Megan Thee Stallion. The campaign is set to her hit “Body” and introduces the Fat Oil Body line, which includes oils, lotions, butters, and mists in four scents infused with avocado oil, vitamin E, and a bronze shimmer for long-lasting hydration and glow. The products are available now on the brand’s website and TikTok Shop, with global retail rollout beginning May 1. The launch signals NYX’s push beyond cosmetics into body care, using celebrity-driven storytelling and cultural relevance to anchor its entry into a crowded category.
Burt’s Bees and Grillo’s Launch Cucumber Dill Lip Balm at Walmart
Burt's Bees has partnered with Grillo's Pickles to release a limited-edition cucumber dill–flavored lip balm, using Burt’s Bees’ standard beeswax formula with a food-inspired twist. The product launched exclusively at Walmart on April 25 as a retail-only drop designed to spark impulse discovery and in-store attention. By blending Burt’s Bees’ skincare credibility with Grillo’s distinct pickle identity, the collaboration taps into the growing food-and-beauty crossover trend and rising popularity of pickle-flavored products. The release follows a broader strategy of short-term, high-visibility partnerships that drive curiosity and social buzz rather than long-term product expansion.
Chili’s Debuts Popping Boba Margarita in $6 Monthly Drink Drop
Chili's is expanding its Margarita of the Month program with the launch of its first-ever Popping Boba Marg, debuting April 30 in celebration of National Boba Day and running through May for $6. The drink features tequila, flavored mixers, and dragonfruit popping boba, tapping into a viral texture trend while also introducing a $5 non-alcoholic Popping Boba Lemonade. Alongside the launch, Chili’s is rolling out a new collectible digital sticker system within its loyalty-style “Marg of the Month Club,” rewarding repeat visits and building ongoing engagement. With nearly 30 million margaritas sold in 2025, the brand is using trend-driven ingredients, social-friendly visuals, and retention mechanics to keep its signature program culturally relevant and habit-forming.
Expedia Group Partners With IShowSpeed for Gen Z Livestream Travel Push
Expedia Group has partnered with major livestreamer IShowSpeed on a global, creator-led travel campaign aimed at engaging Gen Z audiences through real-time, interactive content. The partnership launches with a 12-hour Caribbean livestream featuring island-hopping adventures across multiple destinations, supported by a dedicated “Exspeedia” hub where fans can watch behind-the-scenes content, vote on future trips, and plan their own vacations inspired by the stream. The campaign extends beyond the Caribbean to major North American cities and blends paid, owned, and social media activation to drive travel bookings through immersive storytelling.
