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‘tis the season of…

holiday marketing

year-end rush for brands

end-of-season sale campaigns

and above all, time to reflect upon the year gone by.

I’m making it a yearly ritual to reflect upon marketing moments and movements for the year, and to try and look into which direction the upcoming year will go on. I did that for the first time in this space last year and it was received very well. I’m doing it again this year and hopefully you’ll find value in seeing the glimpses of the year here.

As there are so many great (and not so great) campaigns and initiatives through the year and many changes to watch out for, it’s difficult to capture it all in one or two editions even if those become heavy.

Hence, I’m making an extra effort this month to try and publish more editions to capture the most important bits as much as possible. Expect to hear more frequently from me this month.

Without further ado, let’s continue what we started in the previous edition and let’s go through the next set of the boldest marketing moves in 2024.

11. The Loyalty Gamechanger: Starbucks’ “Brewed to Belong” (Canada)

Starbucks’ Canadian branch revolutionized loyalty programs with its “Brewed to Belong” campaign. It introduced blockchain-powered Starbucks Tokens, which customers earned through purchases and redeemed for exclusive experiences like coffee tastings or artist collaborations.

The campaign combined cutting-edge tech with community-building, elevating Starbucks’ relationship with its customers beyond just coffee.

12. A Taste of Inclusion: Coca-Cola’s “Every Sip, Every Story” (Latin America)

Coca-Cola launched “Every Sip, Every Story” in Latin America, celebrating the region’s diversity through user-submitted stories tied to their Coke-drinking memories. Each story was translated into interactive AR content accessible via QR codes on bottles.

The bold integration of storytelling and technology made Coca-Cola more than a beverage—it became a vessel for personal and cultural identity.

13. The Empowerment Wave: Dove’s “Hair Freedom” (Brazil)

Dove’s 2024 campaign in Brazil, “Hair Freedom,” tackled hair discrimination by featuring women who had faced bias due to their natural hair. The campaign spotlighted empowering personal narratives while advocating for workplace and school policy changes.

Dove partnered with NGOs to amplify its impact, making this bold social statement both impactful and heartfelt.

14. The Ethical Shift: Patagonia’s “Rent-a-Jacket” (Global)

Patagonia redefined sustainable fashion with its “Rent-a-Jacket” initiative. The campaign encouraged consumers to rent high-performance gear for outdoor adventures rather than purchasing new items.

The boldness of this campaign lay in its willingness to prioritize environmental ethics over immediate sales, reinforcing Patagonia’s brand values.

15. Food Meets Tech: Domino’s “Pizza AI Y’all” (Australia)

Domino’s embraced humor and innovation in its Australian campaign, “Pizza AI Y’all,” where customers used an AI app to create custom pizzas with quirky names.

The app became a viral sensation, increasing sales by 18% and proving that tech-driven personalization could be fun and profitable.

16. The Music Frontier: Spotify’s “Your Year, But Louder” (Europe)

Spotify reinvented its annual Wrapped campaign by letting users remix their top songs of the year with AI-powered tools. The “Your Year, But Louder” campaign allowed subscribers to create mashups, which they could share across social media.

The campaign’s interactivity and user-centric focus redefined personalized marketing in the music streaming space.

17. The Gamified Cause: UNICEF’s “Step for Good” (Asia)

UNICEF gamified social impact with “Step for Good,” an app that tracked physical activity and converted steps into donations for child education programs. Sponsored by leading fitness brands, the campaign encouraged healthier lifestyles while funding a crucial cause.

This bold blend of fitness, philanthropy, and gamification made a significant social impact while engaging a younger audience.

Final Thoughts

2024 taught us that boldness, when coupled with authenticity and strategy, doesn’t just capture attention—it builds enduring connections. Whether by embracing sustainability, celebrating heritage, or championing social causes, these brands proved that daring to redefine yourself is the ultimate power move.

Stay tuned for Part 3, where we continue with more such interesting and clutter-breaking marketing moves from across industries and geographies.

I’d love to hear from you!

Share your thoughts, experiences, or questions about modern marketing.

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