During the month of March, there were news stories that reflected advertising, brand ambassadors, brand experiences, brand identity, brand storytelling, cobranding, corporate sponsorship, customer experience marketing, holiday marketing, logo redesign, movie collaborations, personal branding, product launches, and more.
BEVERAGE PROMOTES "PROJECT HAIL MARY"
USA Today reported, "Get ready to taste the stars with a drink that is out of this world. DRIPS by Pepsi, a lineup of PepsiCo favorites with unique added mix-ins, is launching a new flavor inspired by the new movie "Project Hail Mary" inspired by the novel by Andy Weir. The new flavor called Starry Astrophage Burst brings a twist to the classic soda Starry. The limited-time drink is a blend of the classic lemon-lime soda, mixed with bold blue raspberry and sweet cherry flavors. The soda is then topped with berry gummy clusters inspired by "Rocky," one of the characters in the movie. But the drink is not available everywhere; instead, the new drink will be flowing at nearly 300 Regal Cinemas locations across the United States because the new movie appears in theaters on March 20th. The new drink will retail at $7.99 for a 24-oz beverage and will be available at Regal locations nationwide. But moviegoers can get much more than a new soda: Fans who buy a large Starry and popcorn can enter a sweepstakes for the chance to win a once-in-a-lifetime trip to Iceland, inspired by the film's thrilling journey beyond Earth."
POPCORN HANDBAG PROMOTES "DEVIL WEARS PRADA 2"
USA Today reported, "Ahead of the May 1st release of "Devil Wears Prada 2," a sequel to the 2006 comedy, AMC Theatres, Cinemark, and Fandango announced exclusive movie merchandise, including a pair of sunglasses, a limited-edition promotional runway magazine, a wine tumbler, and what social media is really eating up, a bright red handbag-shaped popcorn bucket. The popcorn bucket, available upon the movie's release, is shaped like a satchel-style handbag. The bright red bucket features two charms, including the signature "Devil Wears Prada" stiletto with a pitchfork heel. The bucket fits a large portion of popcorn and can be refilled for free on the same day of purchase, according to a Cinemark Instagram post...And despite the murkiness surrounding the popcorn bucket's availability, some are already listed on eBay, with most going for around $100."
TRESEMME'S COLLABORATION WITH "DEVIL WEARS PRADA 2"
Marketing Dive reported, "TreSemmé's collaboration with "The Devil Wears Prada" sequel could help the brand connect with multiple generations of consumers, particularly those who feel nostalgic toward the original film. The effort also sees TreSemmé taking a more traditional media approach compared to previous, social media-focused marketing campaigns. While social media is a major focus for parent Unilever — which last year said it plans to shift 50 percent of ad spend to the channel — movie collaborations have remained a high-performing tactic for a number of brands. The new campaign highlights the brand's A-List Collection of affordable hair products, which it launched last year, as a way to achieve fashion-forward looks without paying a steep price.
Key to the campaign is a 30-second spot starring podcaster Paige DeSorbo, a second-year brand ambassador for TreSemmé as well as its new Chief A-List Officer, alongside designer Siriano. The spot begins backstage at New York Fashion Week, where Siriano states that Miranda Priestly, the fictitious leader of fashion magazine "Runway in "Devil Wears Prada" portrayed by Meryl Streep, is in the audience. DeSorbo is then seen getting her hair styled using TreSemmé products before taking to the runway, where she defies all odds by making Priestly smile."
According to Yoni Klein, head of marketing, TreSemmé North America, "Our legacy has been built on making the red carpet and runway accessible to people every day. We're dismantling the old rules of beauty and making it clear: A-List status is now available to all."
MR. CLEAN'S BRIEF RETIREMENT
Marketing Dive reported, "Procter & Gamble brand mascot Mr. Clean caused a stir last month when he announced his retirement on social media via an animated press conference and made it official with a de rigueur Notes App message. Soon, Mr. Clean's social feeds were full of the mascot — first name, Veritably — pursuing new hobbies, including DJing, cooking, and a variety of sports. Savvy ad-watchers probably could guess what happened next. The brand teamed with Zillow to showcase a Maui manse intended to be a retirement home for a global celebrity who "had a change in plans," before Mr. Clean unretired on March 4 with new product innovations in tow. The Mr. Clean retirement and comeback campaign was developed by PGOne, Publicis Groupe’s bespoke Power of One solution for P&G, and created by MSL. It follows several buzzworthy campaigns that hijacked earned media and similar attempts to refresh mascots — not all of which have gone smoothly." (Think M&Ms spokescandies and Mr. Peanut.)"
MSL Chief Consumer Brands Officer Nicole Scull said, "We had the entire strategy mapped out because we needed to make sure people were in on the joke with us, but not revealing the joke too early. That is a super fine balance. These [campaigns] are where you see that likability of a brand turn into advocacy and affinity or brand love, so we wanted to make sure that consumers felt like they were part of the story with us."
SHARE THIS: Which brand ambassadors did Mr. Clean's retirement and return to work remind you of? Answer: M&M's spokescandies. ~Marketing Dive #BrandAmbassadors #BrandStorytelling #DebbieLaskeysBlog
MEMORABLE AD FROM BENJAMIN MOORE
Marketing Drive reported, "Berkshire Hathaway paint brand Benjamin Moore first launched its "See The Love" platform in March 2020, just as people were about to spend a lot of time staring at the paint on their walls (due to the covid pandemic and stay-at-home directive). The long-running effort, created with agency of record Fig, has generally focused on the dedication, care, and craftsmanship of the contractors who are the main consumers of its products. After a 2024 version focused on a daughter's journey as she joined her father in the family painting business, the most recent iteration, "Timeless," focuses more squarely on family.
For this year's campaign, the brand and agency decided to focus on longevity: a quality that consumers crave in paint, but that paint companies don't often advertise around. Concepts around time led to ideas about a family growing up over time, before the team zoned in on the relationship between two siblings, specifically a girl and her younger brother. The conceptual piece gave way to a character-driven one.
Selling the longevity of paint may seem counterintuitive to a company that wants to sell more product. But while homeowners usually paint every several years, Benjamin Moore's consumer group also includes contractors, residential painters, architects, and designers. The campaign is intended to appeal and resonate with the brand's entire audience."
SHARE THIS: Benjamin Moore's "Timeless" ad campaign is intended to appeal and resonate with the brand's entire audience. ~Marketing Drive #Advertising #BrandStorytelling #DebbieLaskeysBlog
LAUNCH OF LOW RIDER STAMPS
NBC News reported, "New stamps from the United States Postal Service (USPS) will celebrate the lowrider car artistry and culture that is rooted in the working-class Mexican American/Chicano communities throughout the American Southwest. The "Lowrider Forever" stamps feature photos of five lowrider models, each with its own proper name: (1) Let the Good Times Roll/Soy Como Soy: A blue 1946 Chevrolet Fleetline; (2) Eight Figures: A blue 1958 Chevrolet Impala; (3) El Rey: A red 1963 Chevrolet Impala; (4) The Golden Rose: An orange 1964 Chevrolet Impala; and (5) Pocket Change: A green 1987 Oldsmobile Cutlass Supreme. The stamps were designed by art director Antonio Alcala using existing photographs snapped by Humberto "Beto" Mendoza and Philip Gorden, while artist Danny Alvarado added the designs' pinstriping. The 78-cent, self-adhesive stamps are sold in a sheet of 15 (three of each lowrider) for $11.70." On a related note, El Rey is currently on display at the Smithsonian Museum in Washington, D.C.
HAPPY PI DAY
Did your brand celebrate Pi Day on March 14th? According to Wikipedia, "Pi Day is observed on March 14 (the 3rd month) since 3, 1, and 4 are the first three significant figures of the mathematical symbol Pi. It was founded in 1988 by Larry Shaw, a staff physicist at the Exploratorium, a science museum in San Francisco." And according to PiDay.org, "Pi has been calculated to over 50 trillion digits beyond its decimal point. As an irrational and transcendental number, it will continue infinitely without repetition or pattern. While only a handful of digits are needed for typical calculations, Pi’s infinite nature makes it a fun challenge to memorize, and to computationally calculate more and more digits."
On Twitter/X, many brands stood out with their clever posts including: Sesame Street's Count with his post and the number Pi, Taste Atlas' post featuring the favorite pies of several American states, Monticello's post featuring Thomas Jefferson followed by George Washington and James Madison (get it, third president followed by first and fourth presidents?!), Uber Eats' post with a video of pizza pies, See's Candies' post with the message "It's Pi Day! Who needs pie when perfectly circular Scotchmallows exist?," and lastly, Cookie Monster's post with the message "Happy Pi Day! Me happy to celebrate any holiday dat celebrates such a yummy food." (However, one Twitter/X user responded "Cookie, I think this is a day for the Count."
PIZZA HUT'S PAID TASTER JOB
Design Rush reported on March 12th, "Pizza Hut (plans to hire) a "Hut Crust Connoisseur," a first-of-its-kind role where the winner literally gets paid to taste and evaluate crust. Applicants must try the new Hand-Tossed pizza and post an honest review on Instagram tagging #pizzahutcrust and #pizzahut_contest with the title "Hut Crust Connoisseur." Selected applicants will earn $31,415.92 and receive a year's worth of pizza."
INK FOR ENTREES FROM CHIPOTLE
Delish reported on March 12th, "Chipotle is bringing back one of its most popular promotions for a second time—but it won't be available for long. For one hour on Friday, March 13th, the chain will offer a buy-one-get-one entree deal for customers who show up with a tattoo. The promotion will run at participating restaurants nationwide (and select international markets) from just 3–4 p.m. local time. And yes, the definition of "tattoo" is fairly flexible. The deal is inspired by the internet phrase "tatted like a Chipotle bag, 'a meme that compares heavily tattooed people to the decorative black artwork printed across Chipotle's takeout bags. According to the company, anyone who walks into a restaurant during that one-hour window with a tattoo can redeem the promotion. And the ink doesn't even need to be permanent. Temporary tattoos, drawn-on designs, or anything that resembles a tattoo will qualify. For anyone who has ever doodled on their arm during a boring meeting, this might be your moment. Chipotle has experimented with many internet-driven promotions over the years, but the tattoo angle has proven particularly successful. When the company ran a similar deal last year, it reportedly generated the brand's highest sales ever during the 3–4 p.m. non-peak hour."
ADVERTISING, THE OSCARS, AND THE WALT DISNEY COMPANY
AdWeek reported on March 12th, "According to John Campbell, SVP, Entertainment and Streaming Solutions, Disney Advertising, "Live continues to be one of the most powerful ways for brands to connect with engaged audiences at scale, and the Oscars represent the very best of culture, creativity, and community. We've reimagined the show's impact for brands far beyond a single night—creating a connected, multi-platform experience that delivers real cultural connection and measurable results." This year's sponsors include Rolex, who returns for their ninth year, and Burger King, joining the category for the first time. Other advertisers include Disney Cruise Line, Dunkin', Eli Lilly and Company, Eucerin, Intuit TurboTax, L'Oreal, McDonald's, Microsoft, Miebo, Paris Baguette, Peacock, Starbucks, State Farm, Toyota, and Verizon."
In addition, Deadline reported, "The 98th Oscars audience slipped to a four-year low this year with 17.86 million viewers across ABC and Hulu on March 15th. That's down about 9 percent from last year, when the show tallied nearly 20 million viewers after Disney accounting for PC and mobile viewing...The show was also minutes away from being one of the longest Oscars ever, so...the sheer length was likely a turn-off for viewers."
And lastly, did you have a favorite snack while you watched the Oscars? USA Today reported, "Awards season is pretty much built on secrets. From the whispered nomination snubs, the winner predictions, the side‑eyes from runner-ups caught on camera and the shade hidden in acceptance speeches that send group chats into a frenzy. Ahead of the 2026 Academy Awards, one secret is already out: Pop Secret is the undeniable MVP snack of awards season. Pop Secret has long been associated with movie nights, big premieres and of course, streaming marathons. So it’s no surprise that the snack brand is taking center stage this March. Whether you’re tuning in on Sunday, March 15 for the fashion, the drama, or that one celeb who always delivers the most meme-able looks, Pop Secret’s lineup of microwave popcorn and ready‑to‑eat bags turns every Oscars moment into a savory showstopper."
MARCH MADNESS BRANDING
According to Wikipedia, "The NCAA Division I men's basketball tournament, branded as March Madness, or The Big Dance, is a single-elimination tournament played in the United States to determine the men's college basketball national champion of the Division I level in the National Collegiate Athletic Association." Two brands stood out with their themed posts on Instagram: See's Candies shared a post featuring its "2026 Candy Bracket," and Krispy Kreme also shared a post featuring its "Road to the Final Glaze" bracket and the question, "Who are you crowning as the sweetest champion?"
THERAPY LLAMAS AT PORTLAND INTERNATIONAL AIRPORT
USA Today reported, "The last thing you expect to see strutting through an airport terminal is a llama dressed in a sweater, but that's a real possibility if you're flying through Portland International Airport (PDX). About once a month, a few of the llamas and alpacas from the Ridgefield, Washington-based nonprofit Mountain Peaks Therapy Llamas and Alpacas visit PDX to interact with travelers. You may be familiar with dogs working at airports to provide comfort to travelers, but since 2023, these camelids have been part of PDX's own animal-assisted therapy program. With their handlers by their sides, the trained therapy animals hang out at the entrance and main terminal, welcoming attention and affection. It's hard to miss them, not only because llamas and alpacas typically stand six feet tall and can weigh up to 450 pounds, but also because they're also dressed up in cheerful costumes. Pirates or western cowboys are just a couple of the outfit themes. During the hour-and-a-half-long visits, passengers can pet and hug the llamas and alpacas. Each camelid also has its own trading card that frequent fliers like to collect."
According to airport spokesperson Molly Prescott, "PDX is known for doing things differently, and the llamas and alpacas – with their gentle nature and quirky personalities – have reached icon status in the airport, beloved by all. There’s nothing quite like the delight and surprise you’ll see on people’s faces when they encounter the llamas and alpacas for the first time."
CORPORATE SPONSORSHIP AT DODGER STADIUM
USA Today reported, "For the first time in its 64-year history, Dodger Stadium is attaching itself to a corporate sponsorship. In mid-March, the Los Angeles Dodgers agreed to a deal with Japanese fashion brand Uniqlo to be the "official playing field presenting partner" of the historic ballpark. Uniqlo does not have the naming rights to Dodger Stadium itself, as the team reportedly made it a priority to keep the only name the ballpark has ever had intact. Uniqlo began as a fast-fashion brand based in Japan in 2017 and has since grown to over 1,000 stores worldwide. As part of the deal, it will have a prominent presence throughout the ballpark, including a new sign in the center field plaza. According to the deal, Uniqlo will also hold exclusive marketing and promotional opportunities as the organization’s top sponsor. This adds yet another major Japanese-based sponsor since the arrival of two-way superstar Shohei Ohtani prior to the 2024 season. That year alone, the Dodgers added roughly 12 new Japanese sponsors and generated roughly $70 million in sponsorship revenue, according to Forbes.
The Dodgers previously explored selling the naming rights to the field as far back as 2017, but their search picked back up in 2022 when they hired marketing agency Sportfive to help find a partner for the field rights and a jersey sponsor. The team announced a self-sponsorship with ownership group Guggenheim Baseball Management for their jersey patch in 2024.
NOTE: This is a similar arrangement to another historic LA venue — the playing field at the Los Angeles Memorial Coliseum, the home of the USC Trojans football team, has been known as United Airlines Field since 2019 while keeping the stadium's name."
END OF AN ERA (HEIR-A) IN BRITISH PARLIAMENT
NPR reported, "During March, the United Kingdom's Parliament passed the House of Lords (Hereditary Peers) Act of 2026, which abolishes 92 inherited seats - they won't be allowed to pass their seats down to descendants. In the House of Lords, 92 lords, out of more than 800 in Parliament, inherited their seats. They're part of a feudal system that goes back to the Norman Conquest of 1066, when monarchs began doling out land in exchange for military service and counsel."
According to Eleanor Doughty, author of Heirs and Graces, A History of the Modern British Aristocracy. "It is so wild that anybody in this day and age could inherit the right to legislate. It's quite bonkers. I think people do wonder about the legitimacy of these sorts of people...It's because Britain never had its equivalent of the French Revolution. It never toppled its aristocracy, and redistributed wealth. Nobility never went out of fashion."
END OF CBS RADIO NEWS SERVICE
NPR reported, "CBS News announced on March 20th that it will shut down its storied radio news service after nearly 100 years of operation, ending an era and blaming challenging economic times as the world moves on to digital sources and podcasts. When it went on the air in September 1927, the service was the precursor to the entire network, giving a youthful William S. Paley a start in the business. Famed broadcaster Edward R. Murrow's rooftop reports during the Nazi bombing of London during World War II kept Americans listening anxiously. Today, CBS News Radio provides material to an estimated 700 stations across the country and is known best for its top-of-the-hour news roundups. The service will end on May 22nd."
COSTCO'S GASOLINE
ABC7 News reported on March 19th, "Costco will be opening its first standalone gas station in the U.S. in Mission Viejo, California. It's expected to open by late June, according to city officials. It will be more than 17,000 square-feet with 40 fueling positions and, of course, only available to Costco members. The new station will compete with nearby convenience stores like Circle K, Chevron and BP. In addition to Mission Viejo, Costco is also building a standalone gas station in Hawaii, which is expected to be completed in 2027."
DUNKIN' CELEBRATES NATIONAL PROPOSAL DAY
Doughnut brand Dunkin' celebrated National Proposal Day on March 20th with something a little unexpected. For one day only, Dunkin’ offered limited "I Dough" ring boxes at participating locations nationwide. According to the company's website, this was how to get a Dunkin' "I Dough: Ring Box:
* Visit a participating Dunkin’ location on March 20th (National Proposal Day)
* Order a 25- or 50-count of MUNCHKINS Donut Hole Treats
* Receive a complimentary "I Dough" ring box - Inside is a Wedding Cake MUNCHKINS donut hole to celebrate the occasion – a glazed blueberry donut hole topped with wedding cake-flavored sprinkles.
"This ring box is meant to be used, whether it's for a proposal, a bridesmaid ask, or something your creativity leads you to. To give guests a reason to share those moments, Dunkin’ partnered with iconic bridal designer Vera Wang. From March 20th through April 3rd, you can turn your moment into a chance to win a Vera Wang bridal experience. To enter:
* Post your video on Instagram or TikTok
* Tag @dunkin and @verawanggang (IG) or @verawang (TikTok)
* Use #DunkinVeraWangcontest - One winner will receive a bridal salon experience at Vera Wang’s flagship location in New York City or Beverly Hills, including a gown with a custom embroidered detail inspired by their go-to Dunkin’ order."
THE LEGACY OF CESAR CHAVEZ
ABC7 News reported, "On March 19th, Los Angeles Mayor Karen Bass signed a proclamation renaming the city's Cesar Chavez Day holiday as "Farmworkers Day" in light of sex assault allegations against the late labor leader. Bass said she has been in contact with Chavez's family, and they are in support of the move. The city recognizes the holiday on the last Monday of March, this year falling on March 30th...An activist group called California Rising held a news conference calling for the renaming of Cesar Chavez Avenue, which runs about six miles through downtown Los Angeles, Monterey Park, and East Los Angeles. The group called for the road to be named Dolores Huerta Avenue, honoring the United Farm Workers union co-founder."
Bass said, "The fight of the farmworkers, their struggle and their victories inspired all of us. When I heard the painful news from the sister that I admire so much, Dolores Huerta, my heart broke for what she went through."
CALIFORNIA'S NEWEST STATE HOLIDAY: FARMWORKERS DAY
USA Today reported, "California Governor Gavin Newsom signed into law a bill that would rename Cesar Chavez Day to Farmworkers Day after the late labor leader was accused of sexual abuse. The bill was approved by California legislators on March 26th. Assembly Bill 2156 officially changes the name of the state holiday held on March 31st, distancing it from the formerly renowned civil rights icon and instead focusing on the accomplishments of California's farmworker labor rights movement in the 1960s."
California State Assembly Speaker Robert Rivas said on March 19th, "The farmworker movement was never about one man. It was built by thousands — tens of thousands — of workers." This sentiment is echoed state-wide, as leaders in Los Angeles, Fresno, Monterey, Stanislaus, Santa Cruz, Ventura, and other counties have moved forward with removing Chavez's name from city parks, streets, and the holiday. In fact, on March 24th, the Sacramento County Board of Supervisors unanimously approved a provision to rename Cesar E. Chavez Day to Sacramento County Farm Workers Appreciation Day.
SAN FRANCISCO BILLBOARDS
NPR reported, "Billboards in San Francisco used to be easy to understand, whether advertising Coca-Cola, Toyotas, iPhones or AirBnB. But these days, that's often not the case. Ads bearing slogans like "Agents don't work without evals," "Too much B2B SAAS," and "Intelligent AF" have sprung up across the city over the past couple of years, in a bid to grab attention by AI startups flush with venture capital cash. "I look at these billboards and have absolutely no idea what they're advertising," said Louise Mozingo, who runs the urban design program at the University of California, Berkeley, and has studied the tech sector in the context of corporate landscaping extensively over the years. "They're quite clearly not advertising to the average consumer." And yet these billboards are everywhere. Billboard rental revenue in the city grew by around 30 percent between 2023 and 2025, according to data provided by the outdoor advertising company Outfront Media. And advertisers said they are waiting many months for spots in the most desirable locations to open up. (Bottom line:) These ads are meant to be inscrutable to most passersby."
Marketing professor Karen Anne Wallach of the University of Alabama in Huntsville has studied how the use of exclusive language in marketing campaigns influences business outcomes. She said the tech companies' approach divides people into two camps – an "in group" and an "out group, "Long term, you tend to remember that kind of negative branding. And negative language then becomes part of what you associate with the brand."
UNITED STATES DOWNGRADED IN DEMOCRACY INDEX
The Varieties of Democracies Institute, or V-Dem, a research group based in Sweden, is housed at the University of Gothenburg and funded by several Swedish institutions, the European Commission, the World Bank, the National Science Foundation in the US, and other organizations. V-Dem recently released its 2026 edition of its annual Democracy Report, in which researchers compile detailed datasets and produce democracy index scores for 202 countries and territories. Here were key findings:
* The speed with which American democracy is currently dismantled is unprecedented in modern history.
* The suppression and intimidation of media and dissenting voices is a key reason for the derailment of democracy in the United States.
* Freedom of expression in the US is now at its lowest level since the end of World War II.
* The US and 43 other countries are autocratizing while only 12 are becoming more democratic.
* This year's report describes what the researchers call a bleak reality: The center of gravity for human experience and global governance has shifted heavily toward authoritarianism.
According to CNN, "By V-Dem’s assessment, four of the five most populous countries in the world are autocracies (India, China, Indonesia, and Pakistan). And the fifth, the US, is now an "electoral democracy," having lost its status as a liberal democracy due to changes during President Donald Trump’s first year back in office. The researchers say Trump’s first term was "laying a foundation," but his second term has been much more significant, with a rapid and aggressive concentration of powers in the presidency."
COLLABORATION: WASHINGTON NATIONALS, CANINE COMPANIONS, AND EUKANUBA
Major League Baseball (MLB) announced, "The Washington Nationals will be expanding their roster a bit early this year, adding a Team Dog to the squad through a partnership with Canine Companions and Eukanuba. As one of the official (furry) faces of the organization, the Nationals are calling on fans and dog lovers alike to help select the sweet pup’s name from a list of four options, including Cherry, Monty, Natty, and Tater. Fan voting is now open Nationals.com/TeamDog until Wednesday, March 18th, at 11:59 p.m. ET. Once a name is selected, the Nationals will officially introduce their Team Dog this season. The selected dog will undergo basic training and socialization with Nationals staff, players, and fans for the next 18 months under the supervision of its puppy raiser through the Canine Companions program and while being fueled by extraordinary nutrition from Eukanuba. The Nationals will welcome their official Team Dog at community events and select home games, helping to raise a confident and calm future service dog."
Nationals President of Business Operations Jason Sinnarajah said, "We are thrilled to partner with Canine Companions and Eukanuba to welcome the first-ever Team Dog to the Nationals roster this season. We are excited to be part of this puppy’s impactful journey to becoming a service dog, and we know our team, fans, community and ballpark will offer a wonderful training environment."
NOTE: This partnership is not unique. Check out this news from the Los Angeles Chargers, "Since 2020, the Chargers have partnered with local nonprofits to spotlight a service dog in training. Through the Chargers Pup program, fans follow the journey of a dog preparing to become a life-changing companion for a person with disabilities. The initiative not only highlights the transformative role of service animals but also celebrates the independence and support they provide to their humans. Whether placed in a police station as a facility dog or matched with a military veteran, each Chargers Pup is making a meaningful impact in the community. Be sure to follow our Chargers Pup's journey on Instagram! @ChargersPup."
COLLABORATION: KRAFT HEINZ COMPANY AND NFL
Marketing Dive reported on March 18th, "The Kraft Heinz Company and the National Football League (NFL) announced a five-year deal that makes the CPG marketer the league’s "first global condiment partner." The NFL tie-up comes as Kraft Heinz recently paused plans to split up its business into two companies, with one focused on condiments and the other on grocery staples. The marketer also announced plans to spend $600 million on marketing, sales, research and development as it attempts to return to profitability. The sponsorship agreement includes Heinz, Kraft, Velveeta, Philadelphia, and other brands that play a role in game day consumer experiences, such as watch parties, as well as away-from-home occasions. The NFL pact is aimed at driving incremental retail opportunities and expanding Kraft Heinz’s Away From Home food service business around key moments for football viewing, including the Super Bowl and Thanksgiving. It spans stadium activations, social and retail programs, and will kick off in April 2026 with a citywide Draft Week activation in Pittsburgh, Pennsylvania, where Heinz was founded."
Ryan Djabbarah, head of sports and entertainment marketing at Kraft Heinz, said, "Football moments matter to our consumer, so this partnership allows us to integrate even more and meet our fans where they are. Whether they see a branded endcap at store, a limited-edition product with their favorite player, or enjoy Heinz ketchup on their hot dog at the stadium, this partnership allows us to be there and help keep Kraft Heinz products top of mind. Kraft Heinz has a broader ambition to meet consumers wherever culture is happening; primarily at the intersection of food, sports, and entertainment. Our partnership with the NFL unlocks new ways to integrate our products into fans' game-day moments worldwide."
JCPENNEY'S SPRING FASHION SHOW IN PARIS (THAT'S PARIS, TEXAS)
Marketing Dive reported, "JCPenney remade Paris Fashion Week in its own image, closing out fashion month with a March 13th runway show and experiential event in Paris, Texas. The event is an extension of a “Yes, JCPenney” platform that has helped drive store traffic and growth across product categories. "The Other Paris Runway” gave an egalitarian spin to the high-class, high-fashion event in France. It was held in an open-air field at sunset, in front of a Texas-version of the Eiffel Tower, with locals making up the guest list and the ranks of the models. Unlike the haute fashion showcased during shows in Paris, New York, London, and Milan, the looks at JCPenney’s show are available now, at prices displayed on stage."
Marisa Thalberg, executive vice president and chief customer and marketing officer at JCPenney parent Catalyst Brands, explained, "We are continuing to build on the platform we established less than a year ago...when there are culturally relevant moments to poke a little bit at elitism and how unattainable that is, and translate it into a way that actually is really for everyone, for our customers, for everyone else who deserves all the good things too."
NOTE: You may recall similar marketing news from JCPenney back in June 2025:
According to MediaPost, "Exhausted by breathless coverage of Jeff Bezos' $10 million wedding to Lauren Sanchez? JCPenney seems to be, too. So the retailer pulled together a beautiful wedding in Venice, CALIFORNIA, for a cool $10,000 - and not a single water taxi, helicopter, or sinister security team in sight. The effort celebrated Estefany Gomez and Leonardo Rendon, a pair of Los Angeles high school sweethearts who reunited after 14 years apart. The ceremony, admittedly a different kind of fairy tale vibe than the high-security affair the Bezos camp put together, included a $99 wedding gown, a $350 tuxedo, and outfits for every wedding guest. This was the latest move in the "Yes, JCPenney" campaign, launched in April, aimed at surprising consumers with unexpectedly chic and affordable fashion at middle America's oldest department store.""
WORLD'S HAPPIEST COUNTRIES
The BBC reported, "While the Nordic countries have long dominated the World Happiness Report, 2026 brought one surprise. For the first time in the report's 14-year history, a Latin American country made its way into the top five as Costa Rica continued its multi-year rise to fourth place, jumping from 23rd in 2023. The rankings, produced annually by Gallup, the Oxford Wellbeing Research Centre, and the UN Sustainable Development Solutions Network, are based on a three-year average of how residents in 140 countries rate their own lives alongside factors such as GDP, social support, life expectancy, perceived freedom, generosity, and corruption. For the second year in a row, no major English-speaking countries made the top 10, with Australia at 15th, the United States at 23rd, Canada at 25th, and the UK at 29th. For nine of the past 10 years, Finland has ranked number one. The country scores highly for social support and low perceived corruption, and residents often point to the social safety net – including education and healthcare – that creates a sense of security and wellbeing."
Here were the other top 10 countries: (2) Iceland, (3) Denmark, (4) Costa Rica, (5) Sweden, (6) Norway, (7) Netherlands, (8) Israel, (9) Luxembourg, and (10) Switzerland.
LOS ANGELES 2028 SUMMER OLYMPICS
During March, the LA28 team announced the branding look for the event. The color scheme was called the "Los Angeles Superbloom" and included the four colors of the flower of Los Angeles, the bird of paradise: sagebrush (green), poppy (orange), bluebell (blue/lilac), and scarlet flax (pink) as well as the four fonts to be used on all signage/credentials/promotions.
According to Matt Nelson, Olympics sports writer, "Every spring, something magical happens in the valleys, deserts, and foothills of California. An event so captivating and colorful, that it's said to breathe new life into the Golden State. It is the annual wildflower bloom which, under certain conditions, flourishes into a "Superbloom." In "Superbloom" years, wildflower seeds experience frequent winter rains and even trace amounts of snow. This is followed by a transitional period of warm, dry conditions, setting the stage for an explosion of color as nature emerges from hibernation. There are shades of blue, yellow, orange, pink, purple, and white, with variances depending on location and climate. One common sight is the yellow-orange hue of the official state flower of California: the California Poppy (Eschscholzia californica).
The California "Superbloom" has long served as the inspiration for countless works of art, literature and photography, and that’s no different when it comes to the bold Look of the Games for the Olympic Games LA28. Nicknamed "LA in full bloom," the Look of the Games features 13 unique geometric "blooms" based on the host city’s culture, with a color palette inspired by the official flower of the City of Los Angeles, the Bird of Paradise." With any luck, athletes will be rewarded with their own “Superbloom” of gold, silver and bronze."
According to Rick Edwards, LA28 Vice President of Brand Design and Executive Design Director, "The Superbloom mirrors the spirit of the Olympic and Paralympic Games. Athletes train their entire lives for a moment on the greatest stage in sports. When the conditions are right, everything comes together and something extraordinary happens. That feeling of anticipation, energy and the culmination of the many moments that led them here is what inspired our Look of the Games."
And some interesting floral facts from Orchid Republic, "Bird of Paradise was declared Los Angeles' floral emblem in 1952 by Mayor Fletcher Bowron to celebrate the city's 171st birthday. This colorful and exotic-looking tropical flowering plant is native to South America and perfectly represents Los Angeles as a melting pot of diverse cultures that recognizes and celebrates everything that makes everyone unique. Its scientific name (Strelitzia) commemorates Charlotte of Mecklenburg-Strelitz, Queen consort and wife of King George III. Queen Charlotte was a patron of the arts and an amateur botanist who helped expand Kew Gardens in London."
MAJOR LEAGUE BASEBALL, ABBVIE, AND STRIKING OUT CANCER
Starting with the 2026 season, Abbvie has been named the first-ever Official Pharmaceutical Partner of Major League Baseball (MLB), launching a league-wide "Striking Out Cancer" initiative. Abbvie will donate $20 to Stand Up to Cancer for every strikeout recorded during the regular 2026 season with a maximum donation of $1 million annually to support cancer research. The partnership will be spotlighted during major events including the MLB All-Star Game presented by Mastercard and the MLB Wild Card Series. The initiative was previously tested with the Chicago Cubs.
FORD AND MAJOR LEAGUE BASEBALL
On March 23rd, Major League Baseball (MLB) announced, "Ford Motor Company and Major League Baseball today announced a multiyear exclusive partnership that brings together two American icons. As MLB's Official Automotive Partner, Ford will show up for baseball at every level — from neighborhood Little League fields to the World Series — honoring tradition, celebrating human capability, and powering the moments that matter most. The partnership unites America's favorite pastime with America's Most Iconic Company and America's bestselling truck, creating a platform that celebrates tradition while showing up for fans in relevant, fan-first ways. For Ford and MLB, the collaboration is rooted in shared values: pride in what we build, commitment to community, and a belief that progress is strongest when it honors where it came from.
The partnership places Ford at the center of MLB's biggest moments, including Opening Day presented by Adobe, All‑Star Week, MLB at Field of Dreams, and the World Series presented by Capital One. As part of the partnership, Ford also secures rights across Minor League Baseball and Little League Baseball and Softball, enabling Ford and local dealers to create local impact through community activations, youth clinics, and equipment donations. From presenting sponsorship of MLB's July 4th initiative to fan experiences and sweepstakes tied to the All-Star Game and World Series presented by Capital One, Ford shows up as more than just a sponsor, but as a meaningful part of the baseball journey for families across America. By securing rights at the grassroots level, through Minor League Baseball and Little League International, Ford is providing grant funding to Little Leagues in the areas where Ford operates — from Kansas City, Mo., to Buffalo to Detroit — to expand access to youth sports clinics, essential gear, equipment, uniforms, and other unique needs of the Little League communities. This builds on Ford dealers' legacy of supporting Little Leagues in their local communities.
Entering the 2026 season, Ford has active partnerships with 10 MLB clubs: Athletics, Atlanta Braves, Boston Red Sox, Cincinnati Reds, Kansas City Royals, Minnesota Twins, New York Mets, New York Yankees, Pittsburgh Pirates, and St. Louis Cardinals. This new partnership builds on that history, positioning Ford not as a logo on a stadium wall, but as an active participant in the journeys of the families and communities who fuel the game."
DODGERS BEGIN 2026 SEASON LOOKING FOR THREE-PEAT
In the professional sports world, winning two seasons in a row is something fans don't see too often. So, when a team wins two seasons in a row and strives to win three, or what is referred to as "a three-peat," well, the odds look nearly impossible. That said, the Los Angeles Dodgers hope to win three World Series Championships in a row as they began their 2026 season on March 25th.
ATLANTA BRAVES AND THEIR FANBASE TERRITORY
Marketing Brew reported, "In New York, there are only about 10 miles separating Yankee Stadium in the Bronx from the Mets' Citi Field in Queens. However, in the Southeast, the Atlanta Braves are the only MLB team for hundreds of miles. That leaves the Braves' marketers with the Southern-sized task of fostering a hometown fanbase that spans six states: Georgia, Alabama, Mississippi, North Carolina, South Carolina, and Tennessee. The territory, dubbed by the team as "Braves Country," got its first big promotional push in 2024, and this year, the team is updating the now-annual marketing effort."
According to Adam Zimmerman, SVP of Marketing for the Braves, "To grow the fanbase without losing touch with the team's Southern roots, we're merging classic media tactics like player-centric ads and radio buys with more modern strategies like entertainment and influencer partnerships. As we think about the brand and how to grow it even more into a lifestyle brand, we lean into the South and things that southerners are proud of. Beyond country music, the Braves engage with verticals including food, fashion, and college sports. The team, for instance, sells a line of cobranded merch with a handful of colleges in the area. We often look to college sports fandom for inspiration, and are considering starting up fan clubs in different markets to further stoke Braves passion outside of Atlanta."
EQUAL PAY DAY
March 26th was Equal Pay Day, one day later in the year than in 2025. The date symbolizes how many extra days into the new year that women have to work to earn what men earned the prior year. In other words, women needed to work almost three extra months for the same pay as men on average. In addition, according to Deborah Vagins, director of Equal Pay Today, the national coalition behind the annual observance, "Women working full-time year-round earn $0.81 on the dollar. That's eighty-one cents for every dollar a man makes."
NEW HOME FOR THE OSCARS
TimeOut reported, "The Academy of Motion Picture Arts and Sciences and AEG announced that, after more than two decades, the glitzy award ceremony will move from the Dolby Theatre in Hollywood nine miles to Downtown Los Angeles and the Peacock Theater in L.A. Live - beginning with the 2029 awards ceremony. The venue change will coincide with the Academy Awards' on-screen move from ABC to YouTube. The Disney-owned broadcaster has aired the awards for 50 years, but the traditional televised version of the show will end after the 100th edition of the Oscars, the same year the awards will make their move from their longtime home of the Dolby. The Academy’s new partnership with AEG will continue through 2039.
The move to the current Peacock Theater (the venue's name is expected to change by 2029) isn't surprising. The massive theater has been hosting television stars at the Emmy Awards for the better part of the last two decades (back when it was the Microsoft Theater and, before that, the Nokia Theatre). The Peacock’s 7,100-capacity space means that more of the Academy's 11,000 members will be able to attend the show (versus the 3,400 that the Dolby holds), and L.A. Live's campus, with multiple venues and a recently expanded plaza, offers more room for awards-season activities, red-carpet action, and broadcasting in the same place.
The Dolby Theatre (originally called the Kodak Theatre) has been the Oscars’ most consistent home since 2001. In fact, the huge five-story theater that anchors the Ovation Hollywood (formerly Hollywood & Highland) complex was designed specifically to host the Oscars, from the width of its stairs to the size of its orchestra pit to space to hide broadcast cables. Which begs the question: What's going to become of it after its star attraction departs?"
THE POWER OF A NAME AND SOCIAL MEDIA
A Northern California woman named Alysa Liu made the news during March - and not the Alysa Liu from Oakland who won the gold medal for women's singles ice skating in Milan in February. This woman shared the name of the famous skater, and as a result, Meta suspended her 10-year Instagram account, mistaking it for a scammer or impersonator.
NEW BREAKFAST CEREALS
General Mills announced, "Lucky Charms and Trix are adding more fun and imagination to the cereal aisle with two new cereals made with colors from natural sources. This summer, fans can enjoy Lucky Charms Unicorn Cotton Candy cereal, featuring three new unicorn marshmallows, and Tropical Trix featuring Disney's Moana cereal, a special collaboration inspired by the fan-favorite film. Together, the new cereals offer an exciting adventure as part of your morning routine — whether you're itching to travel to the land of imagination or indulge in an island-inspired experience."
(1) Lucky Charms Unicorn Cotton Candy Cereal: Celebrate with a cotton candy–flavored cereal complete with three enchanting unicorn-shaped marshmallows.
(2) Tropical Trix featuring Disney’s Moana Cereal: In partnership with Disney, Tropical Trix featuring Disney's Moana cereal transports fans straight to the Hawaiian Islands with a refreshing, fruit-forward tropical flavor.
Megan Brooks, Business Unit Director of Family Favorites Cereals, said, "Whether it's discovering new ways to make the magic of Lucky Charms even more enchanting or bringing on-screen experiences to our cereal bowls, we're always looking for ways to make breakfast-time moments more memorable. These cereals showcase the kind of creativity fans love, while also reflecting the progress we're making to remove certified colors from our cereal portfolio."
NEW TARGET DRESS CODE
Starting in July, Target store employees will be expected to follow a stricter dress code featuring plain red shirts and blue jeans or khakis. The "blue" requirement for jeans is new. According to a company statement, the changes were designed to make employees more visible to customers; "to create a more consistent, recognizable in-store experience that delights guests and helps them easily connect with the Target team." Employees will be provided with a red shirt and a coupon for 50 percent of a denim purchase before the start date. Regarding the red shirts, small logos (like a Nike swoosh will be acceptable), but larger logos, like a picture of a band, are discouraged. And employees will still have the option of simply wearing a red vest if they prefer.
NEW POLICY FOR OLYMPICS: COMPETITION LIMITED TO BIOLOGICAL FEMALES
On March 26th, the International Olympic Committee (IOC) announced a new Policy on the Protection of the Female (Women's) Category in Olympic Sport. For all disciplines of an IOC event, including the Olympic Games and for both individual and team sports, eligibility for any female category is limited to biological females.
According to the IOC website, "Eligibility for the female category is to be determined in the first instance by SRY gene screening to detect the absence or presence of the SRY gene. Based on scientific evidence, the IOC considers that the presence of the SRY gene is fixed throughout life and represents highly accurate evidence that an athlete has experienced male sex development. Furthermore, the IOC considers that SRY gene screening via saliva, cheek swab, or blood sample is unintrusive compared to other possible methods. Athletes who screen negative for the SRY gene permanently satisfy this policy's eligibility criteria for competition in the female category. Unless there is reason to believe that a negative reading is in error, this will be a once-in-a-lifetime test."
IOC President Kirsty Coventry explained, "As a former athlete, I passionately believe in the rights of all Olympians to take part in fair competition. The policy that we have announced is based on science and has been led by medical experts. At the Olympic Games, even the smallest margins can be the difference between victory and defeat. So, it is absolutely clear that it would not be fair for biological males to compete in the female category. In addition, in some sports, it would simply not be safe."
META IN THE NEWS
Reuters reported on March 24th, "A New Mexico jury found Meta violated state law in a lawsuit brought by the state attorney general, who accused the company of misleading users about the safety of Facebook, Instagram, and WhatsApp and of enabling child sexual exploitation on those platforms. After deliberating less than a day, the jury found that Meta violated New Mexico's consumer protection law and ordered the company to pay $375 million in civil penalties. The verdict marks the first time a jury has ruled on such claims against Meta, as the company faces a wave of lawsuits over how its platforms affect young people's mental health.
Separately, Meta is facing thousands of lawsuits accusing it and other social media companies of intentionally designing their products to be addictive to young people, leading to a nationwide mental health crisis. Some of the lawsuits, which have been filed in both state and federal courts, seek damages in the tens of billions of dollars, according to Meta’s filings with financial regulators. A state court jury in Los Angeles is currently deliberating in the first trial over the addiction claims.
Meta has argued the company is shielded from liability in both the addiction and the New Mexico lawsuits by the free-speech protections of the U.S. Constitution's First Amendment and Section 230 of the Communications Decency Act, which generally bars lawsuits against websites over user-generated content. The company has said the state's allegations of harm cannot be separated from the content on the platforms, because its algorithms and design features serve to publish content. The judge in New Mexico rejected Meta's arguments on Section 230, allowing the case to go to trial."
FIRST WOMAN LEADER OF CHURCH OF ENGLAND
While news about a new spiritual leader of the Church of England was first announced on January 28th, the formal installation of Sarah Mullally as the 106th Archbishop of Canterbury took place on March 25th. Mullally is the first woman to hold the office in its 1,400-year history.
CELEBRATING INTERNATIONAL WOMEN'S DAY 2026 AT DISNEYLAND PARIS
During early March, there were many brands that promoted International Women's Day, however, here was a unique post seen on the Disneyland Paris website, "Every year, Disneyland Paris reaffirms its commitment to workplace equality at every level of the company by celebrating International Women's Day with guests and Cast Members through dedicated activations. Guests were welcomed at the entrance to Disneyland Park by a Minnie Mouse-themed flowerbed, a display which has become a March tradition showcasing the expertise of the horticulture teams – this time created by an all-female team. For the fourth consecutive year, Disneyland Paris has earned a score of 99/100 on the Gender Equality Index which measures French companies' commitment to providing an environment which encourages gender equality among employees."
OPENING OF SECOND GATE AT DISNEYLAND PARIS
On March 29th at Disneyland Paris in Marne-la-Vallee near Paris, France, the resort's second theme park, also referred to as its "second gate," Walt Disney Studios Park re-opened as Disney Adventure World.
The President of Disneyland Paris is Natacha Rafalski, and she leads a team of more than 19,000 employees and oversees two theme parks, 59 attractions, seven themed hotels, two convention centers, and Disney Village (a themed dining, entertainment, and shopping destination). She explained, "At the end of its expansion journey — which includes the opening of Adventure Way, Adventure Bay, and World of Frozen in 2026, and later an immersive world themed to The Lion King — we'll have reimagined more than 90 percent of the park's offerings since its debut in 2002, and roughly doubled its footprint to truly become a can't-miss experience. Our strategy was driven by two key pillars: the proven emotional power of our franchises and our ambition to introduce new stories that complemented those already featured in Disneyland Park at Disneyland Paris. We chose franchises like Frozen, Marvel, and The Lion King because they offer something for everyone, from young children and families to adult fans. While Pixar already has a beloved presence in both our parks, we recognized that Frozen and Marvel have become absolute cultural phenomena that particularly resonate with our European guests. By pairing these with The Lion King, a story that holds a unique, almost sacred place in the hearts of Europeans, we've created a perfectly balanced ecosystem of stories.
While Disneyland Park, our first theme park in Paris, remains the home of classic, timeless storytelling, Disney Adventure World is designed as a place where guests literally step into the stories they know and love. We wanted to move beyond watching the story to living within the familiar environments seen on screen. Whether it's wandering the streets of Arendelle or immersing yourself in the high-tech world of the Avengers, we are inviting our guests to fully dive into the cinematic worlds they have seen on screen, providing a fresh, distinct contrast to our first park.
Our stories speak a universal language. Disney's strength lies in building on themes that are foundational to the human experience: the importance of family and self-discovery in Frozen, the values of heroism and leadership in Marvel, or the responsibility and circle of life in The Lion King. When you combine those themes with relatable characters and unforgettable music, you create a shared cultural touchstone. These stories connect people across generations and borders, creating an emotional bond that remains vibrant decades after a film's release."
What other recent marketing buzz caught your attention? Since there's always something happening that impacts marketing, read #DebbieLaskeysBlog for the scoop!
Image Credits: USA Today (popcorn purse), Disneyland Paris/The Walt Disney Company, United States Postal Service (USPS), and Procter & Gamble (Mr. Clean via Instagram).
Watch Benjamin Moore's memorable ad here:
https://youtu.be/reQTXfrUwCI
