The "Off Campus" Brand Deal EVERYONE is Talking About
Written By: Lexi Rapnikas
Campaign of the Week: Liquid IV's Product Placement in Off Campus
Booktok has made an impact yet again! Liquid I.V. has partnered with Prime Video & Amazon MGM Studios Video’s hottest new series “Off Campus," based on Elle Kennedy’s popular BookTok book series, to launch a custom co-branded campaign promoting its new Sugar-Free Ring Pop Cherry flavor. Created with Amazon Ads Brand Innovation Lab, the campaign includes a 30-second spot featuring lead actors Ella Bright and Belmont Cameli in character, along with shoppable ads, Fire TV placements, and influencer activations. The partnership reflects Amazon’s growing focus on personalized branded entertainment and taps into the passionate fanbase surrounding BookTok-inspired content and sports-driven storylines.
The Green Mustard you Never Knew you Needed
Green mustard may take some convincing...McCormick & Company's French's is launching a limited-edition green mustard in partnership with Illumination’s upcoming movie Minions & Monsters, marking the first time the brand’s classic yellow mustard has changed color. The campaign includes a custom animated ad featuring the Minions and new character Goomi, experiential pop-ups, influencer activations, and social-first marketing across streaming, retail, and digital platforms. The spirulina-colored “Goomi’s Green Mustard” will launch online and in select retailers starting June 1, tying into both the movie’s July release and summer cookout season.
Chili's x Lizzo Bring Back the Baby Back Ribs Jingle
Chili's is teaming up with none other than Lizzo to remake its iconic Baby Back Ribs jingle, blending nostalgia with a modern pop twist as part of a broader marketing push around its upgraded ribs. The campaign features a playful hero video where the pop star initially refuses to sing the catchy jingle before changing her mind, ultimately co-writing and performing a new version, plus an acapella take. It also includes rewards-member giveaways and a sweepstakes, continuing Chili’s strategy of pairing pop culture moments with value-driven promotions and nostalgic branding.
Oreo Taps into the K-Pop Universe
Mondelēz International's Oreo has launched its first global partnership with BTS, rolling out an impressive campaign in over 80 countries that includes a limited-edition hotteok-inspired cookie with purple wafers, digital activations, and collectible-style messaging tied to K-pop fan culture. Fans can scan QR codes to contribute to a “world’s largest love letter to BTS,” with chances to win prizes, while the campaign also features themed content and a Seoul-inspired ad set to BTS music. The collaboration is designed to merge both brands’ fanbases and tap into global K-pop engagement through nostalgia, interactivity, limited-edition product drops, and it did not disappoint.
Blue Moon Creates Blue Beer for the Blue Moon
Feeling blue? It's your lucky day! Molson Coors Beverage Company's Blue Moon Brewing Company is leaning into the “once in a blue moon” theme with a limited-time promotion that turns its signature beer bright blue for one weekend only around the May blue moon. From May 29–31, select bars across the U.S. will serve the special edition beer alongside themed cocktails and garnishes, with an interactive tracker helping fans find participating locations. The campaign extends the experience at home as well, offering a matching cocktail and positioning the activation as a playful, shareable celebration of the rare lunar event.
