SKIMS GOES SHEER, TWISTED TEA GOES CAMO, AND AND E.L.F. GOES....musical?
Written By: Lexi Rapnikas
Campaign of the Week: Coach and Spotify Hit the Road
Spotify is looking to grow its advertising business beyond traditional ad impressions through larger, culture-driven brand partnerships. Its latest example is a global collaboration with Coach’s Gen Z-focused Tabby Tour, which spans more than 17 stops across the U.S., U.K., Japan and South Korea and features artists, personalized experiences and live activations.
The strategy comes as Spotify’s ad revenue grew just 3% year over year in Q2, compared with 15% overall company growth, as the platform looks to attract larger international budgets and connect brands with its Gen Z audience, which makes up 35% of Spotify’s user base.
Away Travels Beyond the Suitcase
Away is launching its Series 3 luggage and Signature Bag collections with its new “1 of 1” campaign starring actor Colman Domingo, using his personal style and focus on craftsmanship to reinforce the brand’s emphasis on individuality and thoughtful design. The campaign will roll out across linear and streaming TV, digital and social media, while Away brings the concept to life through The Travelers Salon, a two-day New York City activation featuring product experiences, immersive programming, poetry and personal stories. The launch marks a broader effort to position Away beyond traditional travel gear and connect the brand with consumers’ everyday lifestyles through culture, storytelling and experiential marketing.
Twisted Tea Takes It Outside
The Boston Beer Company's Twisted Tea is teaming up with REALTREE for a fall campaign that brings the brand’s iconic camo into cans, packaging, co-branded merchandise and a 360-degree marketing push spanning TV, streaming, social, retail and on-premise. The collaboration builds on Twisted Tea’s “Tea Drop” platform with high-energy creative featuring motocross stunts, hot air balloons, a rock concert and monster trucks, while creators, social content and outdoor-themed activations extend the campaign throughout the fall. The partnership taps into both Twisted Tea’s outdoors-oriented audience and the resurgence of camouflage as a fashion and cultural trend, as the brand looks to maintain momentum in a category where it holds more than 85% of the malt-based hard tea market.
The SKIMS x Saint Sernin Effect
SKIMS has unveiled its campaign for its limited-edition collaboration with Paris-based designer Ludovic de Saint Sernin, starring Kim Kardashian and the designer in imagery shot by renowned photographer Steven Klein. Building on Kardashian’s longstanding relationship with de Saint Sernin, the collection brings his sensual, body-conscious aesthetic into SKIMS’ signature approach to fit and technical fabrication, with sheer textures, lace-up detailing and 1990s fashion and nightlife influences. The collection launches globally October 1 through SKIMS online and flagship stores in New York, Los Angeles, London, Chicago and Dubai.
The Beauty Brand With a Beat
E.L.F. BEAUTY is expanding its entertainment-driven marketing strategy with “Mirror Mix,” a new seven-track album featuring rising artists across pop, R&B, Latin and rock. The album will be promoted through a partnership with Genius’ Open Mic series and integrated into E.l.f.’s Roblox experience, building on the success of its first album, which generated more than 500,000 Spotify streams and 10 million views. The latest effort gives E.l.f. another way to connect beauty with music, gaming and emerging talent while reinforcing its focus on reaching younger audiences through culture-led content.
