Vaseline named itself the “Official Nipple Protector” of the TCS London Marathon and placed “Nip Stops” along the 26.2-mile course. Simultaneously, it launched Vaseline Originals, a product line crediting the everyday creators who invented its most viral beauty hacks nearly two decades ago. Two campaigns. One platform.
Sting Energy had no logo on track, no broadcast presence, and no on-site branding at Formula 1. Instead, it seeded a clip of DJ Armin van Buuren isolating a frequency in an F1 engine that sounded unmistakably like “Sting.” Once heard, it could not be unheard. Every race weekend became a free activation.
Nike put up a sign at its Boston Marathon store reading “Runners Welcome. Walkers Tolerated.” The backlash was immediate. Asics countered with a billboard near the course reading “Runners. Walkers. All Welcome.” Altra posted “Go where you’re celebrated. Not where you’re tolerated.” Nike pulled the sign. Its rivals kept the moment.
The Devil Wears Prada 2 did not run a standard film campaign. Meryl Streep shared a Vogue cover with Anna Wintour. Miranda Priestly lookalikes filled the front row at Rio Fashion Week. Mercedes built a custom car with a “THATSALL” license plate. Starbucks launched character-named drinks. The film turned its entire promotional run into a fashion world takeover.