Several recent campaigns from some of the world’s biggest brands seek to double down on their values and most iconic brand signifiers. Find out how these major companies are strengthening their brand image in our new Marketing Must Reads.

Rare Beauty Launches Global Brand Campaign

Rare Beauty, Selena Gomez’s ultra-successful cosmetics brand, launched their first-ever global brand campaign last week, titled “Every Side of You.” The campaign seeks to support one of Rare Beauty’s core brand pillars, which celebrates individuality and authenticity. The first ad for the campaign features not only Gomez, along with a diverse group of other women in both high and low moments, with a closing message to “love every you.”

The one-minute spot will run across paid media, along with supporting content on Rare Beauty’s social media profiles. The campaign also continues to showcase Rare Beauty’s commitment to mental health support, which has been a key component of its brand outreach since the company began. Watch the new ad and learn more about “Every Side of You” here: https://www.marketingdive.com/news/rare-beauty-every-side-of-you-selena-gomez-first-global-campaign/730087/

Taco Bell Takes Fans Through the Decades

In a new nostalgic campaign, Taco Bell is taking us through their brand and product evolution, one decade at a time. The fast-food chain’s new “Decades Menu” features five retro menu items, each from a different decade in the company’s history. Taco Bell also rolled out limited-edition packaging that depicts different Taco Bell logos from each decade, as well. To add an experiential element to the campaign, fans in Scottsdale, Arizona can also visit a pop-up shop themed to match the first Taco Bell store opened in the 1960s.

According to Taco Bell’s Chief Marketing Officer, the Decades Menu is a “love letter to our fans,” taking them back to the time they first fell in love with Taco Bell. Each retro menu item is available on stores’ menus for less than $3 for a limited time. Read more about the campaign here: https://www.forbes.com/sites/stephaniegravalese/2024/10/24/taco-bells-decades-menu-which-generation-will-you-be-reliving/

McDonald’s Launches Mini Hash Browns

In the UK, McDonald’s is rolling out a miniature version of one of their most popular menu items: the breakfast hash brown. To support the new mini menu item, the brand launched an outdoor ad campaign that plays on the food’s famous lineage, with billboards that depict a hash brown family tree and family portraits. The ads also feature an appropriately styled historic typeface.

To support the mini hash brown rollout, McDonald’s also created a social media campaign that they call the Mini Hash Brown Ancestry Service, which taps into consumers’ growing interest in genealogy. The digital effort will include playful videos explaining the hash browns’ heritage, as well as opportunities for users to interact and trace their own ancestry. Learn more about the creative campaign here: https://www.thedrum.com/news/2024/10/24/ad-the-day-mcdonald-s-mini-hash-browns-campaign-no-small-potatoes

Chick-fil-A To Launch Programming Platform

After months of rumors, Chick-fil-A finally announced that they will be launching a new entertainment platform, called Chick-fil-A Play. While not a full streaming service, the new platform will showcase some original programming, including family-friendly shows created in partnership with several major production companies. The content will reportedly include animated programs, reality shows, and game shows, along with interactive games and activities.

The programming will reportedly be available later this year through an app available on smart TVs and devices. Chick-fil-A Play will build on the customer-first, value-focused, family-friendly brand that the company’s restaurants have steadily built over the last decade, which resulted in $21.6 billion in sales in 2021. Find out more about the new direction and streaming offerings from Chick-fil-A here: https://www.fastcompany.com/91210395/chick-fil-a-play-app-streaming-entertainment-evergreen-hills-trilith-cathy