Rewriting the Familiar
In the shifting theatre of modern marketing, legacy is no longer enough. Relevance must be re-earned, and the brands that thrive today are those willing to return to the world with new language, new feeling, and fearless clarity.
Walmart’s “Who knew?” wasn’t just clever copy it was a quiet revelation. A brand once defined by low prices now steps forward with elevated presence, asking to be seen not just as a store, but as a story. It’s a reminder that reinvention doesn’t mean forgetting your roots it means daring to grow from them.
Smirnoff Ice, the drink of youth and years gone by, found its power not in reinvention, but in joyful remembrance. It didn’t try to be something new, it chose to be something true. In a world where brands are often afraid to laugh at themselves, Smirnoff’s cheeky charm and self-aware storytelling became a breath of citrus-sweet relief.
And through it all, one truth stands out: escapism is no longer indul, it is essential. It’s the reason consumers lean toward brands that feel like breathers from the noise. In this era, people don’t just want to buy; they want to feel seen, understood, and carried if only for a moment.
So whether it’s a retail giant learning to speak softly, a nostalgic beverage reclaiming its moment, or a cultural shift that trades performance for presence, the message is clear:
The future belongs to brands that feel like something.
“Who knew?” Walmart Reinvents Itself with Bold New Image Campaign
In a bold move to reposition itself far beyond the stereotype of being “just a low-price store,” Walmart has launched its fresh marketing campaign titled “Who knew?” a cleverly framed effort to surprise and re-educate consumers about the brand’s extensive offerings and modern capabilities.
Spearheaded by actor Walton Goggins and Spanish-language ambassador Stephanie Beatriz, the campaign taps into humor, relatability, and surprise to challenge long-held assumptions about what Walmart represents. The creative direction leans heavily into storytelling, inviting viewers to discover the breadth of Walmart’s product selection boasting over 500 million products, including trendy fashion, home essentials, and beauty brands that rival even luxury competitors.
The campaign also highlights Walmart’s cutting-edge fulfillment promise, spotlighting one-hour delivery options that rival Amazon and local specialty stores.An unexpected twist for a company often associated with bulk savings and in-store shopping.
To amplify its reach, the “Who knew?” campaign rolled out during high-visibility media moments, including prime-time placements during the NBA Finals, capturing diverse audiences across demographics. The campaign is also being teased and endorsed by influencers and celebrities, including Paris Hilton and Russell Westbrook, subtly hinting that Walmart’s transformation is cool.
Backed by sleek visuals, diverse representation, and a confident tone, “Who knew?” positions Walmart as a surprising, stylish, and speedy marketplace fit for the modern consumer not just for savings, but for style, substance, and speed.
Escapism is the New Marketing Currency
In a world teetering between hyperconnectivity and emotional fatigue, modern consumers are no longer seeking just functionality or affordability they’re craving transcendence. The ordinary has become overcrowded, and so, the extraordinary has become the new battleground. Welcome to an era where escapism isn’t a by-product of branding but the very soul of it.
Today’s most visionary fashion houses and lifestyle brands like DSquared2, Valentino, Jacquemus, and Burberry among them are spearheading a new wave of emotionally intelligent marketing that doesn’t just showcase products but builds portals to parallel worlds. Their campaigns no longer fit neatly into commercial categories. Instead, they unfold like cinematic universes, designed to stir longing, spark imagination, and soften reality’s edges.
This shift is not incidental, it’s a direct reflection of the cultural moment. Consumers are increasingly burned out, overwhelmed, and overstimulated. Economic instability, climate anxiety, and constant digital exposure have created a widespread yearning for simplicity, softness, and escape. In this context, marketing rooted in narrative and fantasy has become a lifeline a gentle rebellion against the coldness of modern life.
In response, luxury marketing is undergoing its most artistic transformation in decades. Instead of aggressive product pushes or minimalistic campaigns, brands are now crafting immersive, poetic worlds that allow audiences to feel something before they buy anything.
Valentino’s recent campaign isn’t merely a fashion ad, it’s a ballet of suspended bodies, flowing tulle, and light-soaked ambiance, where models seem to float midair. The visuals dare viewers to suspend reality and immerse themselves in an atmosphere of serenity and unspoken strength.
Jacquemus, known for romanticism and minimalism, staged a runway show on a moving train through the Italian countryside transforming fashion into a living dream. The models, draped in sun-washed pastels, looked less like people and more like characters in a perfectly preserved memory.
Burberry’s “It’s Always Burberry Weather” campaign reframes rainy days and grey skies not as nuisances but as aesthetic moments. Leaning into British tradition, it paints fog, wind, and overcast skies as glamorous backdrops for bold, elegant outerwear.
DSquared2, long associated with edgy cool, now leans into surrealism placing models in hyperreal settings like glowing tunnels and desert dreamscapes. The message is that expression has no limits.
What makes this movement powerful isn’t just the beauty of the imagery but the identity it offers the viewer. These campaigns aren’t merely selling clothes. They’re selling permission: to imagine, to romanticize, to believe in another version of yourself.
In a saturated market where every brand is competing for attention, the true differentiator is now emotional connection. Escapism has become a strategy.
As storytelling returns to the heart of marketing, this renaissance invites us to dream again to find magic in mundane moments, and to see fashion as both armor and art. Escapism, in this sense, isn’t the absence of reality it’s the elevation of it and for the brands bold enough to offer that elevation, loyalty and love follow naturally.
Smirnoff Ice Marks 25 Years as the Classic Ready-to-Drink with Bold Global Campaign
Smirnoff Ice, the globally recognized citrus-flavored ready-to-drink (RTD) beverage, is celebrating its 25th anniversary with a bold new global campaign aimed at reintroducing the iconic brand to a new generation of drinkers. Owned by Diageo, Smirnoff Ice is embracing its quirky, irreverent identity while adapting to a fast-changing beverage market dominated by Gen Z preferences.
The campaign created by McCann New York is the brand’s first coordinated global marketing push, rolling out in over 20 countries including the U.S., Canada, Brazil, South Africa, and several parts of Europe. With cheeky lines like “We’re called ICE but we’re a liquid. We don’t get it either” and “Proudly not served at the finest establishments”, the campaign embraces the product’s long-standing role as a fun, unfussy drink.
Originally launched in 1999, Smirnoff Ice gained massive popularity during the early 2000s and has remained a cultural staple ever since. However, this campaign shifts focus from nostalgia to relevance. It introduces new packaging moving from glass bottles to sleek, modern cans and features video spots with a talking can narrating its own quirky story.
The campaign is supported by digital activations across social media, outdoor advertising, and in-store displays. Diageo partnered with youth-focused agency Born Social to ensure that the tone and voice align with Gen Z humor and expectations for authenticity.
According to Stephanie Jacoby, Senior Vice President of Global Vodkas at Diageo, “Smirnoff Ice has been a leader in the category since before we were even saying ‘RTD.’ What we’ve landed on feels bold, fresh, and culturally in tune.”
The strategy is also a response to the growing demand for convenient, flavorful, low-effort alcoholic drinks. With the RTD category booming globally, Smirnoff Ice is aiming to stand out by owning its personality and offering a fun, relatable alternative to more polished, influencer-driven brands.
