This Week in Marketing: From Pins to Pints to “I Do’s”
Welcome to Chronically Online, our final scroll of the year. This week, brands blurred the line between digital discovery and real-world connection, from Pinterest stepping into CTV and Heineken pushing IRL hangouts, to wellness rebrands, sober-curious dining, and culture-fuelled wedding moments. Consider this your end-of-year marketing send-off.
📺 Pinterest Pins Its Way to CTV
Pinterest is making a big move into connected TV advertising with the acquisition of TVScientific. The play enables Pinterest to use its inspiration-driven audience data to power CTV ad targeting, allowing advertisers to extend visually rich, discovery-first strategies from boards to big screens.
🍻 Athletic Brewing Gets a Dinner Date
Athletic Brewing partnered with OpenTable to amplify its sober-curious initiative, providing curated restaurant guides and non-alcoholic pairing suggestions for diners seeking mindful nights out. The collab taps into social discovery, lifestyle experiences, and the “drink less, live more” movement.
🧬 WeightWatchers Reboots for the GLP-1 Era
WeightWatchers is revamping its brand identity to tap into the GLP-1 weight-loss craze, shifting from a diet-centric image to a broader wellbeing platform. The makeover includes fresh messaging, updated visuals, and positioning the brand as a partner in today’s health journeys, not just a scale number.
💘 Cava’s Microseries Is Swipe-Right Marketing
Cava is experimenting with social-first storytelling via a dating microseries that unfolds on TikTok and IG. The episodic content weaves the brand into everyday connection moments, turning food and dating culture into a serialized narrative that feels native to short-form feeds.
🍺 Heineken Swaps Voice Notes for Beer
Heineken’s latest campaign turns voice-note fatigue into a real-world connection. Instead of digital messages, the brand is encouraging people to trade voice notes for face-to-face interactions, shared over a cold Heineken. It’s a social antidote to screen exhaustion and a cultural nudge toward IRL connection.
💍 Zola Found Their Taylor & Travis Moment
Zola leaned into cultural fandom with its Wedding of the Year campaign, staging a wedding inspired by Taylor Swift and Travis Kelce’s highly publicized nuptials. The activation brought playful fandom energy to the category while spotlighting Zola’s wedding planning tools, proving real-world pop culture pairings still drive engagement and shareability.
What’s Next Online?
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