LOOKSMAXXING, LIPGLOSS, AND LOTS OF STAR POWER: THIS WEEK IN MARKETING
Written By: Lexi Rapnikas
Campaign of the week: Clay Matthews’ Looksmaxxing Makeover with Caesar’s
Caesars Sportsbook & Casino launched its new “We’ve Had Some Work Done” campaign to spotlight major updates to its mobile app and user experience ahead of the NFL season. The campaign features NFL legend Clay Matthews with an intentionally over-the-top physical makeover, including exaggerated muscles and facial features, as a playful nod to the viral “looksmaxxing” trend.
The 15- and 30-second ads will run nationally across TV, digital and social, highlighting Caesars’ redesigned app, updated rewards program and new features like Flex Parlays. To build anticipation, the brand teased Matthews’ transformation through TMZ, generating online buzz before the campaign officially launched.
Graza Heads to the Fast Lane with NASCAR
Graza is using a mix of cultural partnerships, experiential marketing and national media to build awareness as it expands beyond olive oil into mayonnaise and other food categories. Its NASCAR sponsorship serves as a major platform, with branded race cars, a custom food truck, broadcast integrations and the “Hot Lap Test” campaign designed to connect with the sport’s large tailgating audience.
The brand is also supporting its “Seriously Serious” platform through national TV advertising and a partnership with NBCUniversal’s Bravo's Top Chef, while leveraging social media and influencers to promote its products. Additionally, Graza has partnered with the New York Liberty on in-arena activations, digital signage and social content, using these partnerships to create memorable consumer experiences and build brand loyalty beyond traditional price- and promotion-driven marketing.
Kendall Jenner Takes A Trip...Literally
TRIP is making a major push to expand its lifestyle brand through a new global partnership with Kendall Jenner, who joins as the face of its latest campaign. The collaboration builds on TRIP’s social-first strategy, which has generated more than a billion Instagram and TikTok impressions, while positioning the brand as an aspirational solution for everyday wellness.
Alongside Jenner’s star power, TRIP is leveraging its strong retail presence, influencer-driven social content and distinctive branding to fuel its rapid U.S. growth. The campaign comes as the brand expands nationwide across retailers like Target and Whole Foods Market and aims to reach $200 million in revenue in 2026.
Dunkin Introduces the Sixth Spice Girl: Pumpkin Spice
Dunkin' is leaning into nostalgia and celebrity culture with a new fall campaign that reunites Spice Girls stars Emma Bunton and Geri Halliwell-Horner to introduce a fictional sixth member, Pumpkin Spice, played by Rachel Dratch.
The playful ad uses humor, ’90s pop-culture nostalgia and an unexpected celebrity cast to promote Dunkin’s pumpkin spice lineup, supported by a free medium PSL promotion with a qualifying purchase. The campaign will be amplified through additional social content throughout the fall, building on Dunkin’s ongoing strategy of buzzy, star-powered campaigns and nostalgic cultural moments.
JELL-O Towers Over A New Market
Kraft Heinz's JELL-O is tapping into the growing food-meets-beauty trend through a playful limited-edition collaboration with cult beauty brand Tower 28 Beauty, Inc. The partnership transforms JELL-O’s iconic flavors, colors and nostalgic appeal into lip glosses and treatments, creating a collectible product designed to connect both brands’ fanbases.
Launching at SEPHORA, the collaboration uses cross-category appeal, nostalgia and social-friendly packaging to generate cultural buzz and introduce JELL-O to a new beauty-focused audience. The marketing play shows that JELL-O is expanding beyond the grocery aisle and into culture, using an unexpected partnership to refresh its legacy brand and reach younger consumers in a highly shareable way.
