During the last week, there were news stories that reflected brand identity, brand storytelling, brand communications, brand experiences, brand messaging, cobranding, personal branding, rebranding, special event marketing, and more.
MAXWELL HOUSE REBRAND
According to a press release issued by the Kraft Heinz Company on September 29th, "Today, Maxwell House rebrands to “Maxwell Apartment” to meet the needs of today’s consumer and remind fans that the brand is synonymous with great tasting, affordable coffee. In a time where value matters now more than ever, Americans seek value in areas of their everyday, including where they live with nearly a third opting to rent versus purchase a home. As a real coffee for real people, with its “Good To the Last Drop” legacy (and tagline), the name change celebrates the same principle that guided Maxwell House for more than a century – smart choices add up and choosing Maxwell House means enjoying a quality cup of coffee without the cafe price tag.
To celebrate, the brand is offering consumers even more value with a 12-month “lease” of Maxwell Apartment, designed to stock up coffee lovers nationwide. Beginning on National Coffee Day (September 29), Maxwell House’s 12-month “lease” offer of Maxwell Apartment coffee is available on Amazon.com while supplies last. For under $40, fans can stock their pantry with a full year of coffee designed to save coffee enthusiasts more than $1,000 annually, compared to daily cafe runs, which on average can add up to more than $90 per month. Along with the rebranded canisters, the year-long supply of coffee will come with an official Maxwell Apartment “lease” to sign.
The LIMITED-TIME REBRAND to Maxwell Apartment delivers the same delicious taste, aroma, quality and ingredients – in fact it’s all the same except the name. An extension of the brand’s “Good to the Last Drop” platform, Maxwell Apartment is one of two campaigns debuting from the coffee brand this fall as it continues to emphasize its dedication to rich, consistent flavor that people can count on while doubling down on offering the best value in coffee."
NATIONAL COFFEE DAY
Did you know that ninety-nine percent of coffee consumed in the United States is imported? That's the statistic, according to the National Coffee Association (NCA). Also, Brazil is the top source of US coffee imports and one of the most heavily-tariffed countries at 50 percent. Here's a list of the coffee chains that offered deals on National Coffee Day on September 29th: Dunkin', Starbucks, Paris Baguette partnered with Lavazza, Smoothie King, Pret A Manger, Krispy Kreme, Peet's Coffee, Tim Hortons, and Panera.
CRACKER BARREL FIRES MARKETING FIRM
As reported by CNN, "Cracker Barrel has cut ties with the design firm that created its controversial new logo and redesigned restaurants. The restaurant chain started implementing the changes but quickly reversed course following online backlash – including from President Trump. The company confirmed the split on October 2 in a press release, announcing that it’s ending its engagement with Prophet, the design agency that Cracker Barrel hired just seven months ago to help refresh its brand. As a reminder, back in August, Cracker Barrel unveiled a new logo that was created by the San Francisco-based firm, which ditched the iconic man in overalls and the barrel for a streamlined design. The new logo featured an outline that the company said was rooted even more closely to the iconic barrel shape and word mark that started it all.”
DEATH OF JANE GOODALL
As reported by NPR, "Jane Goodall, a scientist, conservationist, and humanitarian - whose studies of wild chimpanzees made her a household name - died at the age of 91 on October 1st. Chimpanzees seemed to accept Goodall as one of their own, and the public was fascinated by both her easy familiarity with the creatures as well as her groundbreaking discoveries that showed just how much chimps are like humans. In 1965, she was on the cover of National Geographic, and she and the chimps were featured in numerous popular books and documentaries. To the public, she really had become like Tarzan's Jane. In 1977, she founded The Jane Goodall Institute to promote the protection of chimpanzees and the environment."
As noted on the Jane Goodall Institute's website, "Dr. Jane was known around the world for her 65-year study of wild chimpanzees in Gombe, Tanzania. However, in the latter part of her life she expanded her focus and became a global advocate for human rights, animal welfare, species and environmental protection, and many other crucial issues. She was passionate about empowering young people to become involved in conservation and humanitarian projects, and she led many educational initiatives focused on both wild and captive chimpanzees. She was always guided by her fascination with the mysteries of evolution, and her staunch belief in the fundamental need to respect all forms of life on Earth."
RITE AID CLOSED REMAINING STORES AFTER 63 YEARS IN BUSINESS
According to CNN, "Rite Aid, once one of America’s biggest pharmacy chains, shuttered its remaining 89 stores after filing for bankruptcy in May for the second time in less than two years. The company’s website, which has since removed all of its services, remains available for former customers to request pharmaceutical records or locate another nearby pharmacy to fulfill prescriptions. The full-service pharmacy first opened in 1962 and became well-known for its cult-favorite ice cream brand, Thrifty, which has since been sold due to the store’s bankruptcy. Rite Aid first filed for bankruptcy in October 2023, largely because of competition from bigger chains and its debt pile, which topped $4 billion due to expensive legal battles for allegedly filling unlawful opioid prescriptions. Rite Aid emerged from that bankruptcy in September 2024, having slashed $2 billion in debt, securing $2.5 billion in funds to maintain operations and closing about 500 locations."
WHAT'S A CAI OFFICER?
A new role has emerged in the C-Suite, the Chief Artificial Intelligence Officer, also known as the CAIO. According to IBM, "A chief artificial intelligence officer (CAIO) is an executive role within an organization focused on overseeing the development, strategy, and implementation of AI technologies. The CAIO is relatively new role that has emerged as a response to the growing importance of AI in business strategy and operations. The presence of a CAIO in the C-Suite indicates that the company has made a strong commitment to leveraging AI as a key component of its strategy, and likely has significant AI initiatives underway. According to LinkedIn data, the number of CAIOs has almost tripled in the last five years.
The CAIO is an emerging role, and given its newness, its responsibilities are not well-defined. The CAIO has distinct but overlapping responsibilities with roles like the chief data officer (CDO), chief information officer (CIO), chief technology officer (CTO) and chief information security officer (CISO). Some CAIOs report to the CEO, some to the COO and others to the CTO, depending on the existing organizational structure. A CAIO will need to possess a unique blend of technical expertise, strategic vision, leadership, and ethical insight to successfully lead AI initiatives."
JERSEY MIKE'S APPOINTS CHIEF PEOPLE OFFICER
Leading franchisor of fast-casual sandwich shops known for fresh sliced and fresh grilled subs, Jersey Mike's announced the appointment of Betsy Mercado as the Company's first Chief People Officer. As Chief People Officer, Mercado will lead Jersey Mike's comprehensive people strategies that support growth and strengthen its people-first culture. She will oversee leadership development, compliance, and the overall team member experience, while driving initiatives to build high-performance teams, enhance organizational capability, and sustain the brand’s distinctive culture as it continues to expand."
According to Charlie Morrison, Chief Executive Officer of Jersey Mike's, "Betsy brings an exceptional combination of franchise expertise, strategic vision, and a genuine passion for developing people. Her background in franchise operations and proven success building world-class HR departments make her the ideal leader to advance our people-first culture. As we continue our rapid expansion, her leadership will be instrumental in strengthening and supporting our team members and ensuring we preserve the authentic Jersey Mike's culture as we scale nationally and globally.”
JANE FONDA SPEAKS UP AGAINST CENSORSHIP
As reported by Democracy Now, "The Oscar-winning actress and activist Jane Fonda is relaunching her father Henry Fonda’s free speech organization, the Committee for the First Amendment. First established in 1947 to combat the rise of McCarthyism, the organization brings together members of the film and television industry to push back against and refuse government censorship. Fonda’s announcement comes after the television network ABC brought back late-night host Jimmy Kimmel’s show following widespread protest. Kimmel’s show had been pulled from the air after he made comments criticizing the Trump administration’s response to the killing of conservative activist Charlie Kirk. "This regime is held up by pillars: military, media, professions, and so forth. If each pillar organizes to remove support, we can do it. We have to do it,” Fonda explained why she’s decided to relaunch the organization now."
According to CBS News, "Other famous supporters from the list of more than 550 people included Alyssa Milano, Barbra Streisand, Ben Stiller, Julianne Moore, Lily Tomlin, Mandy Patinkin, Melanie Griffith, Natalie Portman, Nicolas Cage, Olivia Wilde, Susan Sarandon, Viola Davis, Whoopi Goldberg, and Winona Ryder. Both Jane and Henry Fonda have had long histories of activism, whether Jane Fonda's opposition to the Vietnam War or Henry Fonda's prominent support for Democratic Party candidates, including John F. Kennedy, for whom the elder Fonda appeared in a campaign ad in 1960. In recent years, Jane Fonda has been using her platform to draw attention to climate change. She founded the Jane Fonda Climate PAC in 2022 to help "climate champions" win in mayoral, city council, state and presidential races."
MLB SUSTAINABILITY INITIATIVES
As October begins, it's time for post-season baseball. As reported on the MLB website, "Major League Baseball promotes environmental initiatives throughout the post-season and World Series. MLB and the Clubs competing in the post-season collaborate on Green Teams at the ballparks. The Green Teams consist of community organizations or local university students who collect recyclables in between innings at the ballparks. Greening efforts are broadcasted to fans at the ballparks and promoted throughout the post-season."
According to Major League Baseball's website, "Major League Clubs emphasize and practice sustainability through waste diversion, composting, sustainable purchase, water conservation, and energy efficient practices throughout the year. Efforts include comprehensive on-site gardens, Green Teams to collect recyclables, LED field lighting, and solar panel installations. All of Major League Baseball is committed to practicing responsible and socially-conscious sustainability efforts. Key initiatives include Green Team activations, front office volunteer efforts, food donations to local charities, and substantive programs operated by MLB Clubs. MLB is the first professional sports league to proudly confirm all of its Clubs as members of the Green Sports Alliance, which promotes healthy, sustainable communities in sports."
PIZZA INN ANNOUNCES GREEN DESSERT PIZZA
As reported by Nation's Restaurant News, "Pizza Inn has returned the Sandworm Pizzert, a green pizza with gummy worms, to its dessert lineup after enjoying success in last year’s introduction. The dessert pizza features a green Bavarian Cream base topped with gummy worms and sugar sprinkles and will be available through the end of October. The Sandworm Pizzert is about $6 for a medium and $9 for a large. The Colony, Texas-based pizza buffet chain said it was the most popular dessert item in its history. Pizza Inn, founded in 1958, had 105 locations at the end of 2024 - and operates in 14 states in the Southern U.S."
According to Brandon Solano, CEO of parent company Rave Restaurant Group, “The Sandworm Pizzert is one of those desserts that fascinates everyone – especially kids – so much that they cheer when they see the sweet, green Pizzert on the buffet line. They are obsessed with it."
BURGER KING GETS READY FOR HALLOWEEN
According to a Burger King press release, "Burger King is making this Halloween a graveyard smash with the first-ever Monster Menu, featuring a line of hauntingly tasty twists on fan-favorite items inspired by some of the most iconic monsters. With a longstanding tradition of making Halloween scarily tasty, this year’s Monster Menu is no exception, serving up a collection of monstrously delicious creations guaranteed to make Guests scream with delight. Available at participating U.S. restaurants starting September 30, guests of all ages are invited to sink their teeth into fang-tastic Monster Menu creations, including:
* Jack-O-Lantern Whopper: The iconic flame-grilled Whopper, stacked with American cheese, bacon, tomatoes, lettuce, onions, pickles, ketchup, and mayo, on a striking Jack O’Lantern orange bun topped with black sesame seeds that gets its festive hue from natural spice.
* Vampire Nuggets: Crispy chicken nuggets shaped like vampire fangs and bats served in a carton designed as a coffin, perfect for dipping and sharing with your coven. These fang-tastic treats are available as part of the King Jr. Meal or a la carte.
* Mummy Mozzarella Fries: Crispy mozzarella sticks “wrapped” in golden breading, paired with a marinara dipping sauce and served in a special limited-edition mummy-themed box.
* Franken-Candy Sundae: Creamy vanilla soft serve topped with a franken-mix of OREO cookie crumbles, purple franken-candy syrup, and purple and green popping candy, stitching together one electrifyingly sweet dessert."
PERU'S MACHU PICCHU IN THE NEWS
As reported by CNN, "In 2007, Peru’s Machu Picchu Inca sanctuary was designated one of the New 7 Wonders of the World after receiving more than 100 million votes in a global competition. Now, the New7Wonders project, which organized the vote, warns that Machu Picchu is at risk of losing its “credibility” as one of the wonders due to overtourism, limited conservation policies, and social conflicts, among other issues. Machu Picchu was declared a World Heritage Site by UNESCO in 1983. That designation is not at risk as it is not associated with the New7Wonders campaign."
Interesting marketing distinction or too confusing?
PLAY MONOPOLY AT MCDONALD'S
Announced on McDonald's website on September 29, "Hold on to your top hats...the iconic MONOPOLY Game at McDonald’s is making a comeback in the U.S. for the first time in nearly a decade. Starting October 6 for a limited time (ending November 2, 2025), fans across the country can rediscover the thrill of the peel – with new twists like digital game pieces when ordering select items using the app alongside the classic game pieces customers know and love on select menu items. Whether you're a seasoned veteran or a first-time player, we're giving fans even more ways to play in the McDonald’s app...because two chances to win are always better than one. All you have to do is order your faves from the MONOPOLY at McDonald’s menu, then peel and play – using the app to collect your property pieces and redeem any prizes you win, like dream vacations, a new ride, and more. Each game piece also earns you a Bonus Play for a second chance to win in the app...with the opportunity to win everything from free food to a $1 million cash prize!"
According to Alyssa Buetikofer, Senior Vice President, Chief Marketing and Customer Experience Officer of McDonald’s USA. “Our fans have been clamoring for the return of MONOPOLY at McDonald’s, and we’re thrilled to bring it back with a modern, digital spin. This game is a core memory for so many customers, and we’re excited that those memories can now be shared across generations.”
TRAINS AND BOOKS
The Guardian reported, "An “express” library has opened in a new metro station in Warsaw, Poland, aiming to provide an appealing cultural space to encourage residents and commuters to forgo smartphones in favour of books and, thanks to fresh herbs growing in a vertical garden, a dash of subterranean greenery too. The stylish Metroteka, which opened in September in the Kondratowicza M2 line metro station in the Polish capital’s Targówek district, offers two reading areas for adults and children, as well as a space for public readings and events. About 16,000 books are on offer in the 150 sq metre and can be borrowed through an “express” checkout machine using contactless chips. Readers can return them on site or through a street-level parcel locker for books, available 24/7.
More than 400 books were leased on the first day, mostly recommended school readings, as well as travel guides and all sorts of how-to books. The library’s innovative model aims to encourage Poles to read more. The annual survey by the National Library of Poland found that only 41 percent of respondents had read at least one book in 2024, down from the high 50s in the late 1990s and early 2000s, as people turn to TV, streaming services, and phones for entertainment instead. These numbers are higher than in southern Europe, but lower than in the Nordic countries, or even the neighbouring Czech Republic, according to Tomasz Makowski, the National Library’s director."
Makowski explained, "There are historical reasons - with Poland losing 70 percent of libraries in the second world war, we had several generations that did not see their parents or grandparents in front of a wall of books – but also cultural as reading is not something associated with adulthood, but with schools, teachers, librarians, and usually mothers reading to children. Opening a library in a metro station is like a dream for us, as it challenges that stereotype. Libraries should be beautiful and open; inviting, not intimidating. It’s not a shrine, but a place where you can spend time freely, take part in discussions, public consultations, or meet people."
DISNEY STORE APPEARS IN SELFRIDGES
Disney Parks announced on its website, "Disney Store has just launched a retail destination inside Selfridges London, featuring global Disney Parks merchandise that has never been offered beyond the parks. From plush to keepsake treasures and more, fans will be able to shop collections from Walt Disney World Resort, Disneyland Resort, Disneyland Paris, Shanghai Disney Resort, and Tokyo Disney Resort. Following the Selfridges London debut, which occurred on September 22, 2025, a curation of the Disney Store collection will roll out to Selfridges Manchester Trafford Centre on September 29, and both Selfridges Manchester Exchange and Selfridges Birmingham Bullring on October 13. This Disney Store collection is part of "Disney and Selfridges A Most Magical Christmas" collaboration, which celebrates a rich history between the two iconic brands dating back to the 1950's. Starting November 6, shoppers of select Selfridges destinations will find more than 60 brand collaborations, 18 decorated Disney windows, a special edition Selfridges yellow bag, and more."
CELEBRATION PRICING
Noodles & Company announced on its website, "Noodles & Company, the fast-casual chain of more than 445 locations known for globally-inspired, flavor-packed noodle bowls, is celebrating its 30th birthday at all locations nationwide. From October 4-6, guests can enjoy 1990's pricing on classic dishes that helped launch the brand. The dates honor the company's 30th birthday on October 4 and National Noodle Day on October 6. From October 4-6, Noodles Rewards members can enjoy Throwback Classics for $4.95 each: Buttered Noodles, Creamy Mac & Cheese, Pesto Cavatappi, Pad Thai, Japanese Pan Noodles, Garlic Tortelloni, and Pasta Fresca. Many of these staples have been on the menu since the beginning. Recognized by Newsweek as one of "America's Favorite Restaurants and Best Loyalty Programs" and honored by Forbes and QSR as a top employer, Noodles continues to define what it means to be a fast-casual favorite."
According to Joe Christina, the brand's president and chief executive officer, "For three decades, Noodles & Company has brought people, communities, and team members together over bowls of comfort. As we celebrate our 30th birthday, we are honoring the flavors and moments that made us who we are while looking ahead to a future filled with craveable classics and bold new twists. Whether you are reliving the '90s or discovering a new favorite, we are grateful to be part of your story."
IMPACT OF TARIFFS ON HALLOWEEN
As reported by CNN, "President Trump increased US tariffs on most Chinese goods from about 20 percent to 145 percent in April, before reducing the rate to 30 percent in May. Many production orders were halted in April since importers decided it would be too costly to bring them into the US for the Halloween season. As a result, this year’s Halloween inventory will be tighter, and things will cost more. Halloween shoppers can expect to spend a record $114.45 per person this season, according to the National Retail Federation (NRF), $11 more than last year. The Halloween and Costume Association told CNN that the situation has caused significant concern particularly for smaller manufacturers that lack the scale to mitigate cost pressures or shift operations domestically. The barriers to reshoring manufacturing are substantial, ranging from infrastructure costs and regulatory burdens to raw material availability."
JAPAN'S FIRST FEMALE PRIME MINISTER
As reported by AP, "In a country that ranks poorly internationally for gender equality, the new president of Japan’s long-governing Liberal Democrats, and likely next prime minister, is an ultra-conservative star of a male-dominated party that critics call an obstacle to women’s advancement. Sanae Takaichi, 64, admires former British Prime Minister Margaret Thatcher and is a proponent of former Prime Minister Shinzo Abe’s conservative vision for Japan. Takaichi is the first female president of Japan’s predominantly male ruling party that has dominated Japan’s postwar politics almost without interruption. She hardly touched on gender issues during the campaign, but as she tried out the party president’s chair and posed for a photo as is customary for the newly-elected leader, Takaichi said: 'Now that the LDP has its first female president, its scenery will change a little.'”
Takaichi is expected to be confirmed as prime minister in a parliamentary vote scheduled for October 15, 2025.
Women leaders have been in charge in England, Israel, Germany, Pakistan, India, Canada, Denmark, Norway, Ireland, France, the Philippines, Australia, New Zealand, Argentina, Iceland, Mexico, and now Japan - so how long until we see a woman leader of the United States?
COBRANDING AHEAD OF 2026 WINTER OLYMPICS
As reported on the Olympics website, "The International Olympic Committee (IOC) and Sega Corporation have announced a new multi-year licensing deal to launch a co-branded merchandising program that celebrates Sonic the Hedgehog alongside the Olympic rings, highlighting shared values such as friendship, excellence and respect. The first look at the upcoming “Five Rings” collaboration was unveiled on October 6th with artwork featuring Sonic alongside the Olympic symbol. Following the announcement, the IOC and SEGA will explore opportunities to license the new designs for select merchandise collaborations, and will seek key partners for a full collection to launch in 2026."
Elisabeth Allaman, Deputy Managing Director of IOC Television and Marketing Services, said, "The IOC is delighted to unite with SEGA for this exciting new chapter, embracing the power of storytelling and innovation to engage audiences globally. By combining the universally recognised Olympic rings with the beloved character of Sonic, fans of all ages can experience the spirit of sport and play in new and memorable ways.”
Shuji Utsumi, Co-Chief Operating Officer and President of Sega Corporation, said, "This collaboration highlights the IOC's commitment to showcasing excellence, unity, and perseverance on the global stage, values that Sonic embodies through speed, determination, and resilience. It brings together uniquely crafted designs that combine the iconic Olympic rings and Sonic, and we are thrilled to share this exciting initiative with fans worldwide."
COBRANDING AND "WICKED: FOR GOOD"
As the countdown continues until the arrival of the second film in the WICKED franchise (set to arrive in movie theaters on November 21) directed by John Chu and starring Ariana Grande and Cynthia Erivo, countless brands are announcing their cobranding campaigns. Here are some of the brands that have already launched their movie-related products:
* Mattel (Singing dolls)
* Amazon Prime (Early ticket seller)
* Puma (Shoes)
* Stanley (Drink holders)
* Johnny Rockets (Food combos)
* Compartes (Chocolates)
* Freskas (Chocolates)
* Le Creuset (Cookware)
* Cascade (Dish washer cleaning pods)
* The Noble Collection (Glenda's wedding tiara)
* Classic Whipped Light Cream - Salted Caramel flavor
* Swiffer Sweep+Mop (Wicked Edition)
* Wicked For Good + Ariana Grande Fragrances
* Care Bears (Love-A-Lot Bear as Glinda and Good Luck Bear as Elphaba)
* Monogram Collectibles (Mystery Figural Bag Clips)
* Williams-Sonoma (large Wicked-inspired collection from cookware and baking supplies to sweet treats and entertaining essentials designed to add a touch of drama and fun to everyday cooking and entertaining)
What other recent marketing buzz caught your attention? Since there's always something happening that impacts marketing, read #DebbieLaskeysBlog for the scoop!
Image Credits: The Kraft Heinz Company and Disney/Selfridges.
Learn about the Jane Goodall Institute:
Read more about Jane Fonda's Committee About the First Amendment:
https://www.committeeforthefirstamendment.com/about
See each baseball Club's sustainability initiatives (recycling, EV chargers, water reduction, etc.):
https://www.mlb.com/mlb-together/green/club-initiatives
Check out this list of elected and appointed female heads of state:
https://en.wikipedia.org/wiki/List_of_elected_and_appointed_female_heads_of_state_and_government
Check out the entire collection of Wicked-inspired products from Williams-Sonoma:
https://www.williams-sonoma.com/shop/new/wicked-shop/
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