Brand Waves This Week
Bath & Body Works transforms body care into a sensorial experience with Hilary Duff, Dunkin’ brings back the King Kylie era with an iconic campaign, and HEINZ turns football cards into a product idea.
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: Bath & Body Works launches Fruit Fusion with Hilary Duff; Herbal Essences unveils the Scent of Your Dreams campaign with Amaya Papaya; Dunkin’ brings the King Kylie™ era back into the spotlight; HEINZ transforms football’s red and yellow cards into the new Penalty Packets; Spacegoods enters the ready-to-drink coffee market; BOSS BY BECKHAM launches the new Summer Capsule; adidas presents TRIONDA FINAL, the official match ball for the final stages of the FIFA World Cup 26™; LEGO and FIFA turn the world’s most iconic football trophy into a record-breaking build; and Sweetgreen celebrates seasonality with a new salad created with Alice Waters.
Bath & Body Works launches Fruit Fusion with Hilary Duff as campaign ambassador
Bath & Body Works introduces Fruit Fusion, the new body care franchise that combines fruit-inspired fragrances with intense hydration, transforming the everyday routine into a sensorial and engaging experience.
The collection features four new fruit-inspired fragrances: Watermelon Whirl, Tangerine Twirl, Berry Bliss and Banana Blend.
For the launch of the collection, Bath & Body Works has chosen Hilary Duff as ambassador and creative partner of the campaign.
Singer, actress and cultural icon, Duff brings an image of authenticity and confidence to the project, values that align with the positioning of the new line and with the idea of a more inclusive and personal approach to beauty.
Herbal Essences presents the Scent of Your Dreams campaign
Herbal Essences launches Scent of Your Dreams, a new campaign that highlights the role of fragrance as a self-care tool capable of influencing mood and creating a sense of well-being.
The campaign stars Amaya Papaya, known to fans of the seventh season of Love Island for her vibrant and authentic personality. Her presence strengthens the brand’s positioning and embodies the values of the Herbal Essences woman: curious, radiant, and confident in her own identity.
In the campaign, a sensorial shower transports Amaya to the “above world”, a fantastical universe floating above reality, filled with clouds, lush green hills, and vibrant roses. Through a visual language inspired by the brand’s communication heritage, Herbal Essences transforms the everyday haircare routine into a moment of escape and pleasure, showing how fragrance can become a powerful tool for emotional connection.
Translating The Brand Waves for the Boardroom
Over the past few years, performance marketing has taken up an increasing share of marketing budgets: clicks, CPA, ROAS, and conversions are immediate metrics that are easy to measure and easy to bring into a Finance meeting.
The limitation? Performance marketing mainly works on existing demand, capturing people who are already ready to buy. Brand, on the other hand, creates future demand by building familiarity and preference among people who will enter the category in the future.
In other words: brand creates demand, performance marketing converts it.
Research from Tracksuit and TikTok shows that brands with high awareness achieve a 2.86x higher conversion rate compared to less recognised brands. The reason is simple: when people already know a brand, every acquisition activity becomes more effective.
The challenge is that many marketers still struggle to translate this value into the language of Finance. That’s why Tracksuit University was created: a course that helps marketers build a strong business case for brand investment - from deciding how much to invest, to balancing brand and performance budgets, to turning the entire argument into a one-page plan they can take to the board.
Use code THEBRANDWAVES to get 20% off the Tracksuit University course.
Dunkin’ unveils The King Kylie™ Collection with Kylie Jenner
Dunkin’ has launched The King Kylie™ Collection, bringing back one of the most iconic moments of Kylie Jenner’s image: the King Kylie™ era. The limited-edition collection features three pink-colored beverages with a blend of fruity, creamy, and indulgent flavors.
The campaign spot is directed by Dave Meyers and stars Kylie Jenner as her King Kylie™ alter ego. The story opens with Kylie calling a corporate meeting with one clear objective: to “serve pink” this summer.
As everyone else gets caught up in typical corporate jargon, Kylie cuts through the noise and shifts the focus back to the heart of the campaign - the drinks - introducing The King Kylie™ Collection.
“At Dunkin’, we know our guests are looking for drinks that taste as good as they look, and The King Kylie™ Collection delivers on both. It sets the tone for a summer lineup full of visually stunning, refreshing sips and bold flavor,” said Jill Nelson, Chief Marketing Officer at Dunkin’.
HEINZ launches Penalty Packets
HEINZ introduces Penalty Packets, a new campaign inspired by one of the most recognisable symbols in football - the red and yellow cards - to turn a moment of frustration for fans into a flavourful experience.
During the world’s biggest football tournament, the brand identified a simple consumer insight: for HEINZ fans, one ketchup or mustard packet is often never enough.
From this observation comes a creative idea that connects the language of sport with an everyday habit, introducing a new packet format designed to deliver more product with every use.
Inspired by the cards that regulate the game on the pitch, Penalty Packets flip the traditional meaning of a penalty: the “foul” is no longer about players’ behaviour, but about a lack of flavour at the table.
Spacegoods enters the UK coffee-to-go market
Spacegoods introduces its first ready-to-drink canned beverage: the next evolution of Rainbow Dust, the mushroom-adaptogen coffee blend that helped define the brand’s positioning in the functional coffee space.
With this launch, Spacegoods enters the fast-growing ready-to-drink coffee category in the UK, bringing its formula of mushrooms, adaptogens and coffee extract into a convenient format designed to fit into consumers’ daily routines, wherever they are.
In partnership with SARAL
The Creator Edit - Spacegoods
Behind Spacegoods’ growth is also a creator-driven strategy that has transformed influencer marketing into a true acquisition engine.
Through SARAL, Spacegoods has built a scalable creator community, moving from simple product seeding to an ongoing partnership model based on authentic content and measurable performance.
Today, the brand manages more than 1,000 active creator partnerships with a team of just two people, generates more than 100 new affiliate partnerships every month and uses influencer-generated content as its main source of creative assets for Meta campaigns.
The model combines community, content and performance: affiliate revenue helps fund new paid partnerships, while the continuous flow of creator content fuels the brand’s growth.
This is where SARAL comes in: the InfluencerOS helping consumer brands build repeatable, measurable and scalable influencer programs.
Book a demo with the SARAL team and mention that you discovered them through this newsletter to receive $500 off, white-glove onboarding and monthly strategy sessions included.
BOSS BY BECKHAM presents the Summer Capsule for Spring/Summer 2026
BOSS BY BECKHAM presents the new Summer Capsule for Spring/Summer 2026, a collection of smart-casual pieces designed to bring together elegance and comfort during the warmer months.
The capsule focuses on lightweight tailoring, seasonal fabrics and clean silhouettes, reinterpreting the summer wardrobe through a palette of neutral tones and an understated aesthetic.
Through three key looks, BOSS BY BECKHAM showcases a more fluid and contemporary approach to summer tailoring, where lightweight suits, shirts and knitwear adapt to different occasions.
adidas unveils the official TRIONDA FINAL match ball
adidas presents TRIONDA FINAL, the official match ball dedicated to the semi-finals, the third-place play-off and the final of the FIFA World Cup 26™.
Following the launch of TRIONDA, unveiled in October 2025, adidas evolves the design of the official match ball by introducing, for the first time, a model specifically created for the final stages of the competition.
The design of TRIONDA FINAL draws inspiration from the journey towards football’s most prestigious trophy. The premium gold finish references the FIFA World Cup™ trophy, while the black base creates an elegant and distinctive visual identity designed to enhance the decisive moments of the competition. Dynamic colour details complete the design, adding energy and connecting the ball with the aesthetics of modern football.
LEGO Group and FIFA unveil a LEGO® brick recreation of the iconic FIFA World Cup Trophy™
The LEGO Group and FIFA have unveiled a spectacular recreation of the iconic FIFA World Cup Trophy™ at Rockefeller Plaza, entirely built from LEGO® bricks.
Standing 8.47 metres tall and made with more than 1.36 million LEGO bricks, the installation represents the largest mobile LEGO build ever created and the most impressive recreation of the FIFA World Cup Trophy™ ever made.
The installation is part of the LEGO Group’s strategy to inspire new generations through creativity, imagination and play, transforming one of the most recognisable symbols in global sport into an experience designed to engage fans of all ages and celebrate the connection between football and participation.
Sweetgreen unveils the new Alice Waters’ Peach & Goat Cheese Salad
Sweetgreen launches the new salad created to celebrate chef, activist and author Alice Waters. The recipe combines organic arugula and spring mix, peaches, goat cheese, cucumbers, basil, mint and almonds, finished with a lemon tarragon vinaigrette and a garlic parmesan crunch.
Part of Sweetgreen’s Summer 2026 campaign, You Wait for This, the new salad celebrates the short window when peaches reach their peak sweetness and juiciness.
The new salad will also support The Edible Schoolyard Project, an organization dedicated to helping students build stronger connections with food, the environment and their communities.
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
Shopbop celebrates Elle Woods; Valentino Beauty launches a new era of fragrance storytelling with Dakota Johnson and Alexander Skarsgård; LEGO reinvents pop culture with Olivia Rodrigo.
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.
My favorite idea here is how many brands are shifting from selling products to selling a sensory world. The product starts the conversation, but the feeling is what people remember. Great roundup.
Love the mix of brands! Thanks for putting this together!