Some brands spend months crafting the perfect campaign. Others—like Astronomer—drop a Gwyneth Paltrow video on a Friday afternoon and change the entire narrative in 60 seconds.
July was a case study in both. From nostalgic beauty drops and snackable pop-ups to freezer aisle weddings and surprise celebrity cameos, the brands that won this month weren’t just reacting to culture, they were driving it, owning it, or cleverly spinning it in their favor.
Let’s take a look at who showed up, who glowed up, and who put out a PR fire in a perfectly steamed blouse 👇
⭐️ PR, Powered by Paltrow
After Astronomer’s former CEO Peter Stern’s personal life landed in headlines, most tech startups would’ve gone quiet. Instead, the company called in Gwyneth Paltrow (yes, the ex-wife of Coldplay’s Chris Martin) for a surprise promo cameo in a tongue-in-cheek video, where she introduces herself as their temporary spokesperson.
The timing? Impeccable. The tone? Light, controlled, and hilarious.
The Takeaway: When the story’s writing itself, don’t fight it—redirect it. Humor, restraint, and the right cameo can do more for brand perception than a crisis comms playbook ever could.
💅 Polly Pocketed This Collab in Our Carts
Essence Cosmetics cracked open the toy chest for summer with its Polly Pocket collab, featuring pastel glosses, jelly textures, and mini-sized everything. Straight from the sleepover drawer of 1997.
The Takeaway: Tap into childhood memories to create beauty that’s playful, emotionally sticky, and totally giftable.
👰♀️ She Said Yes... to Frozen Fruit
This #WeddingSzn trü frü put a clever spin on the phrase “heading down the aisle.” The frozen fruit snack brand teamed up with The Bachelor’s Litia Garr for a viral stunt that had her walking not to the altar, but straight to the freezer section.
The campaign rollout was brilliantly teased with cryptic social posts hinting at a bridal brunch and bachelorette party, leaving fans speculating whether Litia had secretly found love. Spoiler: she had… with frozen fruit.
The Takeaway: Tease first, reveal later. When your stunt hijacks a seasonal moment and plays into pop culture curiosity, engagement come naturally.
🐟 Goldfish Left No Crumbs
Goldfish leaned all the way into its reputation as the ultimate road trip snack by hosting a pop-up car wash on the Jersey Shore, complete with free snacks, Goldfish-branded pool floats, and a vacuum station to clean out all those... well, crumbs.
The Takeaway: Turn a product truth into an experience. Lighthearted IRL moments drive (pun intended) shareability when they’re unexpected!
🖤 SomeThing’s Loose in NYC
Cheetos recently dropped a collab with Netflix’s Wednesday, starring everyone’s favorite severed hand. Thing broke loose in NYC, leaving Cheeto dust across Times Square in a mischievous, orange-fingered takeover.
The Takeaway: Cross-seasonal, cross-genre, and just the right amount of chaos. That’s how you make a brand moment stick.
🧘♀️ The Summer Club Everyone Actually Got Into
Lululemon’s Hamptons Summer Club ran June 27 to July 6 and welcomed both influencers and consumers to celebrate 10 years of the Align pant. From wellness activations to poolside hangs, this experiential campaign put community at the center.
The Takeaway: Invite the people who actually built your brand. Loyalty > exclusivity.
💌 Text Your Ex, But Make It Retail
Reformation’s “Check on your ex” sale email cheekily referenced past relationships and past campaigns—specifically their Pete Davidson Valentine’s Day campaign. With Pete announcing he's having a baby, the callback couldn’t have been better timed.
The Takeaway: Smart brands recycle pop culture gold. When your references have range, your campaigns hit harder.
🎓 Beauty School Drop-Ins Welcome
Summer Fridays launched a Butter Balm Summer School masterclass with content creator Shelby Smith, delivering skincare education in the form of a chill, content-driven community event. Think virtual beauty bootcamp with live demos and freebies.
The Takeaway: Educational content gets bonus points when it feels like a hangout, not a sales pitch.
What’s Next?
This summer proved that small moments can deliver big vibes, especially when brands stay playful, punchy, and platform-aware. Whether it was a haunted hand, a joyful car wash, or a perfectly timed email nod to Pete Davidson, July showed us how creative risks and cultural relevance continue to drive the conversation. These brands were smart, timely, and tapped into cultural relevance without overexplaining themselves.
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