From AI to Influencers: 5 Marketing Trends to Watch
Thayers‘ “Chief Mom Officer” Campaign with Bethenny Frankel Thayers, the L’Oréal-owned skincare brand, teamed up with influencer and entrepreneur Bethenny Frankel to search for a new CMO, a “chief mom officer.” Ahead of Mother’s Day, moms applied for the one-day role, which includes an all-expenses-paid trip to New York, a “power lunch” with Frankel, and a content shoot. This campaign aligns with the trend of leveraging influencer partnerships and creating unique, engaging experiences for consumers. By involving Bethenny Frankel and focusing on the theme of motherhood, Thayers connects with its target audience on a personal level, fostering brand loyalty and engagement.
Gap’s “Water” Campaign with Tyla Gap’s spring campaign in 2024 featured “Water” singer Tyla, setting the stage for a strong follow-up in the fall with pop star Troye Sivan. The campaign used music to create a strong emotional connection with the Gen Z audience. Gap taps into the trend of using musical and celebrity partnerships to create engaging and memorable content. By leveraging popular artists for Gen Z, Gap was able to connect with a younger audience and enhance its brand appeal. The campaign could improve by incorporating interactive elements, such as behind-the-scenes content or live performances, to deepen engagement.
Liquid Death’s “Casket Cooler” Collaboration with Yeti Liquid Death, known for its edgy marketing, collaborated with Yeti to create a casket cooler. This campaign was part of their continuous stream of creative and unconventional marketing stunts. The team at Liquid Death has mastered the trend of using bold and unconventional marketing tactics to capture attention. Their ability to consistently produce unique and entertaining content keeps the brand in the spotlight and engages its audience, while their anything-goes marketing attitude sets them apart.
Burger King’s AI-Generated Banner Ads In 2025, Burger King launched a series of witty AI-generated banner ads. These ads used AI to create humorous and engaging content that resonated with their audience. McDonald’s Japan initiated the campaign in the continued rivalry between the brands. Here, we see AI integrated into marketing in a fun and creative way. This campaign showcases the trend of integrating AI into marketing. By using AI to generate creative content, Burger King was able to produce a large volume of engaging ads quickly and efficiently, demonstrating the potential of AI in marketing without hiding the AI part.
Cadbury’s “Made to Share” Campaign Cadbury’s 2025 “Made to Share” campaign focused on the joy of sharing chocolate with loved ones. The campaign included heartwarming ads and social media content that highlighted the emotional connections people have with Cadbury products. Cadbury utilized emotional storytelling and authentic branding to create a strong connection with its audience and reinforce its brand values. The campaign could improve by incorporating user-generated content, encouraging consumers to share their own stories and experiences with Cadbury products. This would enhance authenticity and engagement. These campaigns not only reflect the current trends in marketing but also set new benchmarks for creativity and innovation. By understanding and analyzing these trends, marketers can better strategize and execute their own campaigns.
