Olaplex Links with ‘SNL’ Star to Blend Science, Style and Humor in New Ads
Olaplex has launched a new multichannel campaign titled “Science Never Looked So Good,” featuring Saturday Night Live star Chloe Fineman as the brand’s Chief Hair Officer. The 45‑second hero spot introduces the No. 3Plus bond‑repair treatment, which claims three‑minute application repairs three hair bonds for three‑times stronger strands. The effort builds on a recent brand refresh that unveiled a new red color palette and a calmer logo, aiming to bridge professional credibility with everyday consumer appeal. Olaplex reported a 3.8% drop in Q3 2025 net sales, with U.S. sales down 14.6% but international growth of 7.1%.
Waterloo Sparkling Water Names Dentsu Creative Social AOR as Brand Expands
Waterloo Sparkling Water has appointed Dentsu Creative as its social agency of record, coinciding with the rollout of new flavors Banana Berry Bliss, Melon Medley and a year‑round Lemon Italian Ice. The partnership is timed to the opening of the...
Dentsu Entertainment, Iconic Arts Partner to Create Brand-Oriented IP
Dentsu Entertainment announced a strategic partnership with Iconic Arts to develop original, brand‑centric intellectual property, emphasizing anime and serialized formats. The collaboration will initially serve Dentsu’s Japan‑US synergy initiatives, helping Japanese and global brands launch cross‑market franchises. Leveraging Iconic Arts’...
Microdrama Apps Stand Out on Mobile: Here’s What the Numbers Say
Short and micro‑drama apps emerged as a breakout mobile category in 2025, logging 5.78 billion hours of usage year‑over‑year. The segment recorded the second‑largest download surge, adding 1.66 billion installs, while revenue jumped 115% to $2.98 billion, placing it third in revenue growth...
Butterball Names Carmichael Lynch AOR in Reach for Year-Round Relevancy
Butterball, the leading U.S. turkey producer, has named Carmichael Lynch its new agency of record for creative, social, and media planning. The partnership aims to shift the brand from a holiday‑centric image to year‑round cultural relevance, emphasizing its purpose of “helping...
PepsiCo’s First Creator-Led Product Launch Reimagines Chips for Gen Z
PepsiCo Foods unveiled its first creator‑led "Flavor Swap" snack line, teaming influencers Madison Beer, iShowSpeed and Dude Perfect with new chip‑flavor mash‑ups. The products launched exclusively on TikTok Shop with a nationwide rollout slated for March, aligning the launch with...
Frosted Flakes Remixes ‘90s Jingle to Reintroduce Tony the Tiger
Kellogg's Frosted Flakes teamed with rap artist JID to remix its classic “Hey Tony” jingle, releasing the track on Spotify and Apple Music. The song launches at the Frosted Flakes Day Ones Bowl Game on Feb. 22, accompanied by limited‑edition apparel and a collectible box sold...
How Hefty Is Unifying Its Brand Portfolio Marketing with John Cena
Hefty has broadened its long‑standing partnership with John Cena, launching the "Strong Choice" campaign that showcases the brand’s full portfolio—from trash bags to food storage and partyware. The initiative, produced by McCann with media handled by Hearts & Science and PR by Edelman,...
Kotex Serves up Brand Platform, Refreshed Identity with ‘Own Your Flow’
Kotex unveiled a global brand platform called “Own Your Flow,” pairing a refreshed visual identity—highlighted by a bold red palette—with a 90‑second AI‑enhanced video that uses tennis as a metaphor for the pressures women face. The campaign, produced by MJZ...