This week's spiciest marketing moves
Savage X Fenty's shade parade, Sydney Sweeney's foul call, and Apple's folding pitch
17 Sep 2026
This week's spiciest marketing moves
Savage X Fenty's shade parade, Sydney Sweeney's foul call, and Apple's folding pitch
Case Studied Brief
September 17, 2026
Case Studied Brief 💼
Savage X Fenty, Sydney Sweeney, and OpenAI
This week in marketing paired splashy OOH stunts with a betting ad that drew swift pushback from Olympic athletes.
In today's edition:
🩱 Savage X Fenty casts giant lingerie shadows over Manhattan
🏃♀️ Female athletes push back on a Sydney Sweeney betting ad
🤖 OpenAI ads now open a chat instead of a website
Campaigns of the week 📺
Savage X Fenty projects giant lingerie shadows over Manhattan.
The brand rigged oversized bra-and-underwear structures above the intersection of Seventh Avenue and Fashion Avenue in New York's Garment District, using sunlight to cast the pieces' shadows across the street throughout the day. Banners spelling out "SAVAGE X FENTY" hang between nearby buildings, and the installation coincided with New York Fashion Week foot traffic. The stunt drew some online criticism over whether the imagery, visible to passersby including children, was appropriate for a public street. Source: Famous Campaigns
Dunkin' reunites two Spice Girls to introduce a fictional sixth member.
Dunkin's new fall campaign features Geri Halliwell-Horner (Ginger Spice) and Emma Bunton (Baby Spice) in a mock-documentary interview that reveals a previously unmentioned bandmate, Pumpkin Spice, played by comedian Rachel Dratch. The spot, which premiered Sept. 8, ties into the return of Dunkin's pumpkin spice, pie, and patch latte flavors. Dratch's character says she left the group to focus on lattes, and Halliwell-Horner jokes the other Spice Girls still won't speak to her. Source: Billboard
Columbia Sportswear makes customers fax in for a free fleece.
To mark the 35th anniversary of its 1991 Helvetia fleece, Columbia is giving the pullover away to anyone who faxes an order to a dedicated line, 503-208-8580.. In partnership with adam&eveDDB and creator Ken Eurich, the stunt is part of the "Engineered for Whatever" platform, which also produced a "flat Earth" challenge that won a Grand Prix at this year's Cannes Lions. Columbia's parent company reported net sales up 2% to $614.4 million last quarter, with a double-digit increase in new North American customers. Source: Marketing Dive
Apothic Wine and Heidi Klum sell a wine-branded "blood bag.".
The limited-edition Apothic Type 'A' Blood Bag, co-created with Klum and signed by her, is packaged to resemble a blood transfusion bag and ships in a custom red cooler. The first release goes on sale Sept. 17 at 10:31 p.m. ET for $10.31 per two-pack at ApothicBloodTypeA.com. Apothic is also running a sweepstakes through Sept. 27 for one winner and a guest to attend Klum's invite-only Halloween party on Oct. 30. Source: All Hallows Geek
Editors Choice 👀
📊 Reddit shared new data on how users research gift ideas on the platform. Source: Social Media Today
⚽ MLS CMO Radhika Duggal ties a lift in viewership and ticketing to a World Cup campaign. Source: Marketing Brew
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