Candy Cups, Subway Stops and the Campaigns Capturing Culture
Written By: Lexi Rapnikas
Campaign of the Week: Reese’s Oreo Celebrates One Year with Lindsay Lohan
The Hershey Company is celebrating the one-year success of Reese’s Oreo, which generated more than $188 million in sales, with a star-studded campaign featuring Lindsay Lohan, Amy Sedaris, and director Patricia Arquette in her commercial debut. Created by Juxtapose Studio, the nostalgic spot plays on Lohan’s The Parent Trap legacy as she helps “twins” find common ground through their shared love of Reese’s Oreo Cups. The campaign reflects Reese’s ongoing focus on irreverent humor while highlighting Juxtapose’s celebrity-driven creative model, which Hershey says is helping redefine how brands connect with consumers through entertainment, social engagement, and cultural relevance.
Degree Takes Over the NYC Subway System
Unilever's infamous Degree is turning New York City’s hottest subway commutes into a marketing opportunity with a hyperlocal campaign that transforms sweltering stations into branded “heat zones.” In partnership with the Metropolitan Transportation Authority, the antiperspirant brand renamed stations like West 4th Street “Sweat Central” and Union Square the “Boiler Room” while promoting itself as “The Official Deodorant of the Hottest Commutes.” Inspired by real commuter conversations on social media, the campaign combines out-of-home advertising, product sampling, creator partnerships, and social listening to connect with consumers through relatable, culturally relevant moments.
FX Brings The Shards to Life with Mall Experience
FX is bringing the world of The Shards to life with an immersive 1980s-inspired mall experience at the Sherman Oaks Galleria, tapping into the resurgence of nostalgia, mall culture, and experiential marketing. In partnership with brands like Maybelline New York and Licorice Pizza Records, the activation recreates a retro shopping experience with interactive elements including vinyl listening stations, beauty kiosks, arcades, photo booths, and series previews. The campaign aims to connect with both Gen Z audiences drawn to pre-digital nostalgia and older generations who remember the era, building excitement ahead of the show’s premiere while highlighting the renewed appeal of in-person brand experiences.
Kia Tackles Reddit During WNBA All-Star Weekend
Hyundai Motor Company's Kia tapped into Reddit, Inc.’s highly engaged community during WNBA (Women's National Basketball Association) All-Star Weekend with a first-of-its-kind video Ask Me Anything featuring WNBA player and ESPN analyst Chiney Ogwumike. The “Ask Me Anything: Claw Edition” activation generated 61,000 views and 354 upvotes in its first 72 hours, combining fan questions, interactive gameplay, and a charitable donation of $20,000 to One Warm Coat. The campaign highlights how brands are experimenting with Reddit, Inc.’s community-driven platform to create more authentic connections while expanding their sports and creator-focused marketing efforts.
Canada Goose Spotlights Adventurers with Natural Intelligence
Canada Goose has launched a new global marketing platform, “Natural Intelligence,” focused on reconnecting consumers with the outdoors through stories of exploration, adventure, and the power of nature. The campaign features breathtaking landscapes, extreme environments, and profiles of field experts like storm chasers and researchers to highlight the brand’s mission of helping people thrive in the natural world. Building on its evolution from a winter outerwear company into a year-round lifestyle brand, Canada Goose is using digital storytelling, experiential activations, and creator partnerships to inspire audiences to disconnect from screens and reconnect with nature.
