Taylor Swift Is in Toy Story and M&M's Want to Play Bingo With You
Written By: Lexi Rapnikas
Campaign of the Week: M&M’s Are the The Villa’s Hot New Bombshell
Mars brand M&M’s are leaning into highly interactive, pop-culture-driven marketing through a partnership with Love Island USA that turns passive viewing into a gamified experience. The brand is rolling out limited-edition “Play Along Packs” featuring show-themed phrases on the candies, designed so fans can literally play along during episodes by marking off and eating pieces as key moments happen. The campaign extends across TikTok challenges, social content, a Reddit AMA with former contestants, and linear ads, creating a multi-platform engagement loop that lives beyond the broadcast. By blending watch-party mechanics, creator-style content, and limited-time collectibles, M&M's is positioning itself as part of the fandom experience rather than just a sponsor, reinforcing its “It’s More Fun Together” platform through participatory entertainment.
Taylor Swift Joins the Toy Story Universe
It’s a love story, and Taylor Swift said “YES!” The Walt Disney Company and Pixar Animation Studios are partnering with Taylor Swift on Toy Story 5, including a new original song, “I Knew It, I Knew You,” co-written and produced by Swift and Jack Antonoff for Jessie’s storyline, releasing June 5 ahead of the film’s June 19 debut. The collaboration is part of a broader marketing strategy designed to tap into Swift’s global fanbase, build pre-release anticipation through cryptic “TS” billboards and countdown campaigns, and expand the film’s reach beyond traditional movie audiences through music-driven engagement and collectible releases.
Hyundai “Next Starts Now” Official World Cup Sponsorship
Hyundai Motor Company has launched its U.S. “Next Starts Now” campaign ahead of the 2026 FIFA World Cup, leveraging its role as official mobility partner to connect next-generation vehicle technology with emerging global soccer talent and younger consumers. The 360-degree effort spans film, social, influencer, retail, and experiential activations, including youth soccer camps, stadium and fan fest experiences, and a content series featuring rising players and Hyundai’s Boston Dynamics–owned Atlas robot, while extending across platforms like TikTok, Meta, and YouTube with always-on, creator-led content. The campaign also expands Hyundai’s broader “Progress for Humanity” brand philosophy, aiming to build long-term fandom by blending cultural engagement, sports storytelling, and immersive real-world experiences across World Cup host cities.
Coca-Cola's Contour Bottle Chopsticks
The Coca-Cola Company and Ogilvy reimagined the brand’s iconic contour bottle as a functional chopstick, “CokeSticks,” to embed the brand directly into Southeast Asia’s dining culture, where chopsticks dominate meal rituals but Coke is less naturally present. Designed in food-grade stainless steel, the utensil mirrors the bottle’s silhouette while remaining fully usable, turning an everyday eating tool into a subtle brand touchpoint placed at the exact moment food decisions happen. Distributed through restaurants, street food vendors, and delivery packaging, the activation was amplified by creators and out-of-home placements, generating both organic and large-scale reach. The effort replaces traditional advertising with a physical object that puts Coca-Cola’s identity directly in consumers’ hands during the meal experience.
Soccer Deserves Pepsi, and So Do You
PepsiCo is amplifying its “Soccer Deserves Pepsi” campaign by blending celebrity-led storytelling, food culture, and multi-platform activations around a major soccer moment. Featuring global stars like David Beckham, Memo Ochoa, Christian Pulisic, and Vini Jr., the campaign extends its long-running “food deserves Pepsi” platform through ads focused on match-day food pairings that elevate the viewing experience. Beyond TV spots, Pepsi is activating across social media, limited-edition packaging, retail partnerships, and sweepstakes offering at-home viewing upgrades. Positioned ahead of major tournaments and competing against World Cup-centric marketing from Coca-Cola, the campaign leans on entertainment, convenience, and fandom to keep Pepsi embedded in how fans experience match day at home.
