Weekly Marketing News Digest August 2nd 2025
A new weekly round-up series
👖 Sydney Sweeney Jeanous Outrage Bait
Whatever side you fall on Sydney Sweeney's American Eagle campaign it has become remarkable for “fake” outrage, so much so that American Eagle had to hire a crisis PR firm… the internet strikes again.
Even if the brand looked to construct outrage for this campaign which I highly doubt they did, it shows any brand using an attractive campaign front (sex to sell) you will have people who want to have their own opinion and push their own enragement to gain engagement online…
🔎 Google’s AI Mode Forces Brands to Not Panic But Rethink Search Strategies 🇬🇧
With the launch of AI Mode in the UK, many brands are unprepared for the new search landscape (more AI-driven instant answers reducing out clicks) - brands look at the keyword drops and you will find patterns, a hint; anything where Google makes money on ads they won’t be harshly hit. (AI Mode shared in images)
🤖 Meta Outlines Vision for ‘Superintelligence’
Mark Zuckerberg claims AI superintelligence is within reach (it’s not), promising to deliver personal AI to every person (on their devices) and reshape how digital marketing plays out.
Expect Zuck to keep offering huge salaries to AI researchers, what you will see the need to market their products harder away from Mark fronting campaigns over-promising. Marketing will have to save a lot of weaker AI tools.
🗣️ Unilever CEO: No ‘Uncompetitive’ Brand Investment to Drive Profit
Unilever’s CEO says increased Marketing spend is a recognition that previous investment levels were uncompetitive, emphasising the importance of Marketing in driving growth.
It’s rare CEOs to mention Marketing’s importance, but with Unilever and Starbucks both promoting its Marketing efforts its plan to see many large businesses know the power of Marketing and the need to power up certain efforts with more brand marketing.
☕️ Starbucks Eyes Rewards Program Overhaul
Starbucks CEO highlights Marketing as a turnaround driver, revealing plans for significant improvements to the rewards program in early 2026 despite poor sales. The focus is on growing customer loyalty, brand love, and engagement.
Starbucks appointed a CBO this year and revamped stores to be more brand-aligned. We will many large brands struggling with sales push how powerful the brand is while strategically retreating from underperforming markets.
🍔 Shake Shack to Boost Ad Spend for Growth
CEO Rob Lynch announced a move toward a more aggressive Marketing strategy to set Shake Shack apart from other fast-food burger chains. Shake Shack is increasing ad spend to sustain sales momentum in this hyper-competitive market.
In this current environment of price senstivity and increasing food costs, alternatives and cheaper chains will benefit unless a specific chain has status.
🍎 Brand Reposition: Somersby Adopts Social-First Approach with ‘Adult Bullshit’ Campaign
Cider brand Somersby is leveraging Instagram and a personality-driven strategy to engage Gen Z. Where else do Sober curious Gen Z find out about booze brands…
In recent weeks Instagram has promoted its Products and associated with their own funnel (screenshot below). Alcohol brands will leverage social networks with age restrictions to promote their products to gain cut through vs older and more traditional methods. Maybe cider needs a splitting the G moment…
If you add in Facebook, WhatsApp and threads to this mix you will see how Meta are reshaping their product features to fit the traditional marketing funnel and where you will likely see them pushing your spend
📈 Adidas Credits Marketing for ‘Building Back the Heat’ as Profits Rise
Adidas reported double-digit growth in H1 2025 & credits its marketing efforts (while warning of pricing going up due to pressures from US tariffs in H2)
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