Welcome to The Brand Waves, your weekly snapshot of the most innovative marketing campaigns from around the world. In this edition, discover stories, strategies, and creative ideas that are redefining how brands connect with audiences.
This newsletter is sponsored by Tracksuit, the always-on brand tracker built for marketers and agencies to answer the question “Is my strategy working?”
Today’s newsletter includes: Dunkin’ teams up with Alix Earle and Netflix; e.l.f. Cosmetics brings back its pickle-flavored lip balms; Gant returns to New Haven with Yale University; On collaborates with FKA twigs; L’Oréal Paris names Kristen Bell as its new Global Ambassador; 818 Tequila celebrates 8/18 Day by turning members of its community into protagonists; Canada Goose unveils Haider Ackermann’s new vision for Fall/Winter 2026; and Abercrombie & Fitch strengthens its partnership with the NFL, bringing fandom further into the world of fashion.
Dunkin’ introduces Alix’s Earle-Y Riser Meal
Dunkin’ launches Alix’s Earle-Y Riser Meal, unveiling its new seasonal menu and collaboration with Alix Earle.
The campaign launches alongside the debut of Earle Meets World, the creator’s new reality series, and is the result of a partnership between Dunkin’, Netflix, and Alix.
The launch is also supported by the brand’s new social campaign, The Wake-Up Committee, built around the idea that “morning starts when you do.”
The campaign spot follows Alix as she gets ready for a busy day, with the Earle-Y Riser Meal becoming the starting point of her routine.
e.l.f. brings back its pickle-flavored Glow Reviver Melting Lip Balms
After the first launch sold out in just 8 minutes, e.l.f. Cosmetics is bringing back its pickle-inspired Glow Reviver Melting Lip Balm in three limited-edition versions - The Real Dill, e.l.f. von Dill and Spicy Lil’ Dill - alongside a pickle-themed makeup sponge.
With more than 20% of Gen Z saying they are obsessed with pickles, e.l.f. is tapping into the trend and turning it into a product designed for its community.
But the most interesting figure is that, according to e.l.f., 77% of those who purchased the original pickle-flavored lip balm were new customers to the brand.
Tracking The Brand Waves - e.l.f. Cosmetics
And our partner Tracksuit’s data helps explain why a launch like this feels so natural for the brand.
Among 18-34-year-olds who are aware of e.l.f., 47% say it is “a brand that appeals to me,” compared with 38% for Maybelline. e.l.f. also leads on trust within this age group, at 52% versus Maybelline’s 42%.
The difference is even clearer when it comes to brand perception: e.l.f. is associated with “fun”, “youthful” and “innovative”, while Maybelline is perceived as “established”, “classic” and “timeless.”
With the Glow Reviver Melting Lip Balm, e.l.f. is tapping into an unusual cultural obsession while reinforcing associations the brand already owns.
Following a trend works best when it feels like something that particular brand - rather than just any brand - would naturally do.
This is the kind of insight Tracksuit shares fortnightly in their newsletter, Shorts: brand tracking analysis, consumer insights and case studies designed to understand what is really driving brand growth.
Gant unveils its new partnership with Yale University
Gant announces its new partnership with Yale University, returning to New Haven, the city where the brand was founded in 1949.
Through this collaboration, the brand celebrates the influence that American campus culture has had on shaping Gant’s identity.
The brand’s early identity took shape on the Yale campus, where the Yale Co-op was the first to carry Gant’s innovative button-down shirts.
On unveils its Fall/Winter 2026 collection with FKA twigs
On teams up with FKA twigs for the launch of its new Fall/Winter 2026 collection, centered around the new Cloudmonster 3 Mule, a slip-on silhouette designed for recovery and slower-paced moments.
With this campaign, On shifts its focus to the art of recovery, presenting it as an intentional and mindful part of everyday movement.
Captured by photographer Sharna Osborne, the collection comes to life through a visual aesthetic inspired by 1990s VHS imagery.
L’Oréal Paris names Kristen Bell as its new Global Ambassador
L’Oréal Paris announces Kristen Bell as its new Global Ambassador, entrusting her with reinterpreting the meaning of You’re Worth It.
The partnership debuts with a campaign in which Kristen moves seamlessly between chic, sophisticated scenes and more spontaneous moments from her everyday routine.
Kristen Bell will be featured across the brand’s storytelling and product campaigns in several categories, from skincare and makeup to haircare and hair color.
818 Tequila celebrates 8/18 Day
818 Tequila celebrates 8/18 Day, the brand’s annual namesake holiday, by surprising fans during some of the most important moments in their lives.
After receiving hundreds of submissions through Happy Hour, the brand’s Instagram Broadcast Channel, 818 selected ten people to surprise throughout their wedding journeys.
For the brides, the brand contributed to the celebrations with a custom 818 Tequila bar serving signature cocktails, professional photography, and a series of personalized touches designed for the occasion.
Canada Goose launches its Fall/Winter 2026 collection
Canada Goose unveils its Fall/Winter 2026 collection, styled and directed by Creative Director Haider Ackermann.
The campaign brings together pieces from across the entire season and approaches fall and winter not as something to endure, but with joy, optimism, and a focus on craftsmanship.
The Canada Goose Fall/Winter 2026 collection launches under the concept Second Nature, a chapter of the brand’s Natural Intelligence platform that captures the moment when the season begins to feel familiar rather than foreign.
Abercrombie & Fitch announces its new partnership with the NFL
Abercrombie & Fitch announces the next evolution of its multi-year partnership with the National Football League (NFL) ahead of the 2026 season.
As an Official Fashion Partner of the NFL, Abercrombie will continue to develop apparel for all 32 teams through a fashion-first approach.
The brand will also host in-season activations designed to create opportunities to engage with fans beyond the retail environment.
If you’re looking for even more inspiration, check out last week’s edition of Brand Waves This Week for more standout campaigns and unmissable creative ideas!
Brand Waves This Week
Kith and BMW celebrate the fourth chapter of their partnership; Gap unveils Denim on your own; Stanley 1913 collaborates with FARM Rio; Kylie Jenner’s KHY makes its footwear debut with GIA BORGHINI.
The wave doesn’t stop here.
We’ll be back next week with more stories shaping the future of brands, tech and culture. Catch the next one with us.