Behind the Numbers: The Unofficial Most Unexpected Retailer Campaigns in 2025 (June) | Reimagining Retail

Released on June 25, 2025

Introduction

In this engaging episode of EMARKETER’s podcast, Behind the Numbers: Reimagining Retail, host Sara Lebo delves into the world of retail marketing with a special focus on the most unexpected retailer campaigns of June 2025. Joined by industry experts Ariel Fager, Rachel Wolf, and Zach Stambor, the panel dissects eight standout campaigns that have defied expectations and captured consumer attention in innovative ways.

Meet the Guests

• Sara Lebo – Host
• Ariel Fager – Retail and marketing analyst
• Rachel Wolf – Marketing strategist
• Zach Stambor – Advertising expert

Top Eight Most Unexpected Retail Campaigns

1. Liquid Death Kegs for Pregs
Timestamp: 02:00

Sara kicks off the list with Liquid Death's audacious campaign featuring a pregnant Kylie Kelsey enjoying their canned water. Despite initial hesitations due to Liquid Death's history of unexpected collaborations, Sara notes, "It's hard to top what they're doing, but this campaign was undeniably unexpected" (00:00).

2. Kate Spade's Heinz Bag
Timestamp: 03:32

Ariel Fager highlights the quirky partnership between Kate Spade and Heinz, resulting in a capsule collection that includes a bag resembling a ketchup packet. "It's very visually fun, blending Heinz's summery vibe with Kate Spade's high-fashion luxury" (03:32).

Rachel adds, "This fits perfectly with Kate Spade's cute and kitschy aesthetic" (04:09), while Sara enthusiastically shares her fondness for food-based apparel, though humorously noting she can't flaunt it on a non-video podcast (04:21).

3. A1 Steak Sauces’ “Start Them Early” Campaign
Timestamp: 05:18

Ariel discusses A1 Steak Sauces' clever play on words with the term "AI," linking it to education. "They responded to Secretary Linda McMahon's reference to AI with a label saying 'for education purposes only,' which was both quick and brave" (05:18). Rachel concurs, emphasizing the rarity of brands taking political stances recently (06:14), while Zach praises the campaign's timely and humorous approach (07:19).

4. Coors Light’s Spelling Mistake
Timestamp: 07:03

Sara introduces Coors Light's deliberate misspelling of "refreshment" on a Times Square billboard, which was followed by a playful statement from the agency. Ariel finds it amusing, noting, "It's always fun to see a brand being playful and meta about its own marketing" (08:04). Rachel points out the campaign's engagement potential as it taps into people's instinct to correct errors (08:29).

5. Bon Iver's Collaboration with Fish Wife
Timestamp: 08:47

Ariel Fager discusses Bon Iver's unexpected collaboration with the tin fish company Fish Wife for his latest album launch. "This partnership is surprising yet fascinating, combining an artist beloved by many with a niche brand" (08:47). Rachel appreciates the strategic brand awareness without direct product mention (09:35), while Sara muses on the potential for more artisan merch in future launches (09:22).

6. Dunkin’s Sexy Halloween Spider
Timestamp: 11:36

Despite typically excluding quick-service restaurants, Sara includes Dunkin's alluring spider donut for Halloween in her list. Ariel finds the campaign daring for Dunkin, a brand not usually associated with playful marketing (11:36). Zach questions its effectiveness in driving sales, suggesting it’s more about grabbing attention than converting it (12:14). Rachel echoes this sentiment, noting the campaign's fleeting impact (17:05).

7. Frida’s Uncensored Campaign
Timestamp: 12:55

Frida, a baby and maternal care brand, launched a series of uncensored videos addressing taboo topics in postpartum health. Sara praises the campaign for its bold approach and brand awareness strategy without directly mentioning products (12:55). Rachel highlights its relevance in a crowded market, emphasizing the importance of authenticity in women’s health marketing (14:02).

8. Heineken’s Boring Mode App
Timestamp: 14:17

Topping the list, Heineken's Boring Mode app aims to encourage consumers to unplug by turning their smartphones into "dumb phones." Ariel Fager appreciates the campaign's push for real-life social interactions over digital distractions, aligning with Heineken’s brand identity (14:17). Zach adds that fostering dialogue and reducing phone dependency enhances social settings, reinforcing Heineken's position as a beer for social occasions (15:48). Sara humorously references Cher’s iconic tweet about phone addiction, further underscoring the campaign's cultural resonance (16:11).

Second Half: Re-ranking and Wildcards

Re-ranking:

Rachel and Zach take the stage to reassess the initial rankings. Rachel suggests moving Dunkin’s Sexy Spider down the list, arguing its minimal impact on brand engagement (17:00). Zach concurs, stating, "It's just attention for attention's sake" (17:05). They collectively move the campaign to position eight, making room for stronger contenders.

Wildcards:

• Zach’s Wildcard: Budweiser’s “Beer Behind the Backstage” Campaign
  Zach introduces Budweiser's campaign showcasing anonymous backstage requests from musicians, displayed on billboards near iconic venues. He describes it as an authentic and understated yet effective approach to brand alignment with music culture (19:16). Ariel appreciates the simplicity and authenticity, noting it stands out amidst flashy campaigns (20:20). Eventually, Budweiser replaces Kate Spade's Heinz Bag at number seven (25:28).

• Rachel’s Wildcard: Dr. Squatch’s Sydney Sweeney Bath Water Soap
  Rachel presents a controversial campaign where Dr. Squatch launches a soap incorporating bath water from actress Sydney Sweeney. "It's a perfect storm of men's personal care, celebrity endorsement, and controversy," she explains (22:19). Ariel supports the move, citing its buzzworthy nature and immediate sales success (23:31). This bold addition propels Dr. Squatch’s campaign to the top spot, displacing Budweiser's campaign (24:33).

Final List:

1. Dr. Squatch’s Sydney Sweeney Bath Water Soap
2. Heineken’s Boring Mode App
3. Frida’s Uncensored Campaign
4. Bon Iver’s Fish Wife Collaboration
5. Coors Light’s Spelling Mistake
6. A1 Steak Sauces’ "Start Them Early"
7. Budweiser’s Backstage Campaign
8. Liquid Death Kegs for Pregs

Conclusion

Sara wraps up the episode by thanking the guests for their insightful contributions. She encourages listeners to rate and review the podcast and teases future episodes focused on evolving retail landscapes. The panel’s lively discussion underscores the importance of creativity and boldness in retail marketing, showcasing how unexpected campaigns can significantly impact brand perception and consumer engagement.

Notable Quotes:

• Sara Lebo: "It's hard to top what they're doing, but this campaign was undeniably unexpected." (00:00)
• Ariel Fager: "It's very visually fun, blending Heinz's summery vibe with Kate Spade's high-fashion luxury." (03:32)
• Rachel Wolf: "This fits perfectly with Kate Spade's cute and kitschy aesthetic." (04:09)
• Zach Stambor: "It's getting my attention." (12:16)
• Ariel Fager: "It's playing into the trend of people wanting to unplug a little bit." (14:17)
• Rachel Wolf: "It’s more about grabbing attention than converting it." (17:05)
• Sara Lebo: "This campaign has everything. It has men's personal care, a huge up-and-coming category..." (23:52)

Stay Informed and Ahead

Stay tuned to Behind the Numbers: Reimagining Retail for more in-depth analyses and insights into the ever-evolving world of digital media, marketing, and retail. New episodes are published Monday through Friday wherever you find podcasts.

Note: Timestamps in brackets correspond to the transcript's timing for reference.