Summer 2025 Campaigns Go All In on Targeted Storytelling

This summer, major brands are reshaping their marketing strategies with targeted, culturally informed campaigns that meet each audience segment with precision. From Gen-Z-focused lifestyle pivots to Millennial and Gen-X loyalty plays, brands are investing in creative agency shifts, digital-first activations, and influencer-led moments designed to deepen brand relevance.

Audience Alignment Leads Creative Strategy

OtterBox: OtterBox’s partnership with Digitas as global creative AOR signals a significant brand repositioning. The new “Made for Yes” campaign highlights Gen Z values like individuality, spontaneity, and inclusivity. The brand is prioritizing:

• Seasonal product drops tied to cultural moments
• Creator-led campaigns at events like Coachella
• Influencer partnerships across Instagram, YouTube, and Reddit
• Reevaluation of PR and partnership agency relationships
• Increased digital media spend ($3.7M YTD, up from $2.2M in 2024)

Bumble: Bumble appointed Special US to lead its first global brand campaign, moving creative work out-of-house for the first time. Key priorities include:

• A refreshed brand platform focused on empowerment and authenticity
• Reengagement of its core Millennial and Gen-Z female audience
• Expansion of marketing channels including CTV, OOH, and social
• Continued evaluation of agency roster to align with brand goals

Dunkin’: Dunkin’ continues to connect with Gen Z through its second campaign with Sabrina Carpenter. The hotline-themed summer ad is:

• Directed by Nadia Lee Cohen, developed by Artists Equity
• Promoting the $3 Strawberry Daydream Refresher
• Supported by nostalgic food items and influencer marketing
• Likely to drive a Q3 spike in digital ad spend and social engagement

Culture-Driven Storytelling Remains Central

BIC: BIC is seeing long-term returns on its celebrity-driven strategy. The latest Snoop Dogg and Martha Stewart ad promotes:

• A new “camping” themed creative for the EZ Reach Lighter
• Continued category growth (+80% incremental sales since 2021)
• 90% positive sentiment across social platforms
• Increased interest in limited-edition product drops
• Potential expansion to new agencies for event and social execution

Subway: Subway is embracing entertainment partnerships with a digital-first campaign tied to “Happy Gilmore 2.” Key features:

• A QR-enabled digital hub called Subway’s Happy Place
• Weekly MVP rewards sweepstakes and brand merch giveaways
• Creative led by Leo New York, replacing Dentsu after eight years
• CMO Greg Lyons driving transformation across global marketing and data
• Continued shift toward culturally relevant, mobile-first storytelling

Millennial-Focused Brands Emphasize Value and Wellness

Blue Buffalo: General Mills is taking its Blue Buffalo brand national with the launch of “Love Made Fresh,” targeting Millennial and Gen-X pet owners. Strategic priorities:

• Positioning fresh pet food as a premium, wellness-forward product
• Scaling from successful test markets into national distribution
• Increasing digital and in-store spend
• Exploring new agency support to handle fresh brand positioning

Target: Target’s back-to-school campaigns split messaging by demo, with new creative led by Anomaly and Crispin. Campaign elements include:

• “All of the Above” (for parents and younger students), featuring teacher influencers and De La Soul
• “Hey Mom, I’m at Target” (for college students), highlighting Circle 360 perks and a 20% discount
• Increased national TV spend (+29% YTD) despite broader digital cuts
• Ongoing evaluation of media strategy to support loyalty membership growth

Key takeaways for brand and agency leaders

This summer’s campaigns reflect a broader movement toward precision marketing. Brands are aligning creative, media, and partnerships with specific generational segments to drive deeper relevance and engagement. Gen Z strategies are centered on individuality, spontaneity, and creator-led content across platforms like TikTok, Instagram, and YouTube. For Millennial and Gen-X audiences, campaigns lean into themes of wellness, value, and cultural touchpoints that foster long-term loyalty.

Agency reviews and AOR transitions are picking up as brands seek faster creative execution and sharper market positioning. Many are expanding into cross-channel strategies that integrate CTV, OOH, and social placements with strong return potential. These moves signal a shift toward integrated storytelling that balances reach with resonance.

Looking to track agency shifts and campaign investments in real time? Reach out to the Winmo team for custom lead insights.