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Twix Rebrands with ‘Two is More Than One’ Campaign, Emphasizing Unity
Twix is moving past its left vs. right rivalry with a new global campaign, “Two is more than one,” celebrating unity and abundance. The launch ad features a high-speed car chase, ending with two identical cars merging into one—symbolizing togetherness. With a $70 million investment, the campaign targets Gen Z and millennials, who are tired of division and embrace maximalist living. Running across TV, social media, OOH, and AR activations, the campaign aims to refresh Twix’s identity and invite consumers to enjoy both bars without choosing sides.
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PepsiCo Appoints New CMO for U.S. Beverages Amid Strategic Shift
PepsiCo has appointed Mark Kirkham as CMO of U.S. beverages, effective April 7. A 14-year veteran, Kirkham replaces Greg Lyons, who is stepping down. Kirkham's previous experience includes leading PepsiCo’s zero-sugar initiatives and a global rebrand of Pepsi. This leadership change comes as PepsiCo intensifies its focus on better-for-you products like Pepsi Zero Sugar and its recent acquisition of Poppi, a prebiotic soda brand. As competition in the gut-health beverage market heats up, PepsiCo aims to tap into the growing demand from Gen Z and millennial consumers.
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Adobe Integrates with Utiq to Enhance Cookie less Campaigns
Adobe has partnered with Utiq, integrating its ID with Adobe’s Real-Time Customer Data Platform (CDP) to offer brands more privacy-focused audience segmentation solutions. In a test campaign with Iq Digital and GroupM, over 90% of impressions were delivered in non-Chrome browsers, which typically struggle with cookie-based targeting. The results showed a 290% increase in reach, improved frequency control, and better re-identification rates. This collaboration demonstrates a shift towards cookieless advertising, providing brands with more effective, privacy-compliant ways to engage audiences while improving campaign outcomes.
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April fools' marketing: Are brands making us laugh or just looking foolish?
April Fools' Day serves as a unique opportunity for brands to engage audiences through humor and playful pranks, with campaigns ranging from clever to questionable. Successful examples include Burger King's infamous "Chocolate Whopper," which cleverly blended the absurd with brand identity, ultimately enhancing consumer engagement. Notably, HYPHEN's mango-flavored lip balm prank transformed into a real product due to consumer demand, showcasing how effective humor can lead to unexpected business successes. However, brands must tread carefully, as misleading campaigns can erode trust and backfire, especially in a digital landscape where consumers are increasingly skeptical of pranks.
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Olaplex Unveils Emotion-Driven “Designed to Defy” Campaign
Olaplex’s “Designed to Defy” campaign marks a shift from its science-focused marketing to a more emotional, confidence-driven approach. Featuring Nicola Coughlan, Jenna Lyons, and Sydney McLaughlin-Levrone, the campaign highlights how healthy hair empowers self-expression. The brand refresh includes a bolder logo, new “Olaplex red” color, and immersive imagery. Supporting the launch is the Olaplex Bond House pop-up (April 5-6, NYC), OOH ads, and a new No.0.5 Scalp Longevity Treatment ($44). This new strategy aims to boost brand affinity and sales by prioritizing digital-first marketing and analytics.
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Colgate’s New Campaign Urges Timely Toothbrush Replacement
Colgate’s latest campaign stresses the importance of replacing toothbrushes every three months to maintain oral hygiene. Many Indians unknowingly use expired toothbrushes, risking their health. To drive action, Colgate created an eye-catching exhibit at Mumbai’s Veermata Jijabai Bhosale Udyan and Zoo, where visitors mistook an overused toothbrush for a new flower species. This unique approach aimed to break consumer inertia and instill urgency. “We needed more than facts—we had to make people feel the need for change,” said Gunjit Jain, EVP Marketing, Colgate-Palmolive India.
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Traya & Javed Akhtar Highlight Men’s Hair Loss Struggles in ‘Umeed Nahi Yakeen Karo!
Traya’s latest film, Umeed Nahi Yakeen Karo!, voiced by Javed Akhtar, sheds light on the emotional struggles of men facing hair loss—from trying ineffective remedies to falling for false promises. The campaign moves beyond hope to belief, backed by Traya’s clinical study showing its customized regimen is 3x more effective than 5% Minoxidil alone. “This is about breaking free from false promises and trusting science-backed solutions,” said Saloni Anand, Co-founder, Traya.
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Godrej Launches Upgraded Kala HIT with Thunderbolt Tech
Godrej Consumer Products has launched a new version of Kala HIT aerosol, powered by Thunderbolt Technology using Metofluthrin (MFT) for 4x faster mosquito kill with less spray. Available in 400ml (₹180) and 625ml (₹250) cans, the product comes with a 20% introductory discount, new fragrance, and revamped packaging. A new 20-second ad showcases the difference—just one spray is enough with the upgraded formula. Shilpa Suresh, Head of Marketing – Home Care at GCPL, highlighted the brand’s focus on innovation in the ₹7,500 Cr insecticide market, where aerosols are key to HIT’s success.
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Pocket FM Launches New Tagline: ‘India, Kuch Acha Suno!’
Audio series platform Pocket FM has introduced its official India tagline, ‘India, Kuch Acha Suno!’—encouraging listeners to escape the noise and enjoy meaningful storytelling. Created by its in-house team with AI support, the anthem promotes immersive audio experiences across genres like drama, thrillers, fantasy, and romance. Vineet Singh, Head of Brand Marketing, said the tagline is more than a slogan—it's a movement to shift how people connect with content and emotions in a noisy world.
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The role of nostalgia in Amul’s summer marketing
Amul’s summer marketing thrives on nostalgia, reminding consumers of simpler childhood days filled with family tubs of ice cream and the iconic “Chalo Chalo” jingle. By blending emotional storytelling with creativity, Amul’s witty topical ads—especially the Amul Girl campaigns—stay relevant and widely shareable. The brand promotes a wide range of summer favorites like ice creams, buttermilk, and Amul Kool, combining indulgence with health appeal. Offline sampling, influencer collaborations, and affordable pricing help it connect across demographics, while its massive distribution ensures availability even in remote areas. Altogether, Amul positions itself as a nostalgic yet dependable summer staple.
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ixigo’s April Fools’ Legacy: Turning Pranks into Powerful Brand Love
Every April 1st, travel-tech brand ixigo delights its audience with clever, travel-themed pranks that blend humor and innovation. From luxury rickshaw rides in “Rick Air” (2014) to a Coolie-booking app (2016) and even AI-powered wearables like bhAI (2023), ixigo has consistently wowed fans with concepts that feel almost real. Some, like 2024’s “April Full Refund Sale,” surprised everyone by actually delivering what sounded like a joke—free flight refunds for 100 users! These campaigns not only build anticipation but also boost engagement across platforms. With quirky storytelling, platform-specific content, and loyal community involvement, ixigo keeps travel entertaining, relatable, and unforgettable every April Fools’ Day.