A lot happened this week. So let’s start there.

SourceCode was named one of the Top 100 Agencies in the US. We also landed on O’Dwyer’s PR Firms on the Rise for 2026, plus their overall rankings. And Incode named us its agency of record.

We’ll take it.

We are also sharing Kayleigh and Matt’s takeaways from HumanX. Worth a read if you’re trying to figure out what actually matters versus what just sounds smart. And if you’re heading to POSSible, come grab a drink with us. [RSVP here].

Now, one thing you’ll notice.

No AI in the subject. Not leading the intro. Not the headline this week.

That’s intentional.

Not because it doesn’t matter. It does. A lot. But right now, everyone is hiding behind it. Slapping it on everything. Using it as an excuse to overcomplicate things that were already working.

The stories this week are a reminder of something simpler.

Clarity wins.
Ownership matters.
Consumers are paying attention again.

Green Mountain cuts through by making coffee feel easy again. Physical media is coming back because people want to actually own something. And new consumer data is pretty blunt. People want value, not more friction disguised as personalization.

None of that requires AI.

It requires better judgment.

That’s the shift.

Let’s get into it.

Becky and Greg

🔍 The SourceCode Signal 🔍

Consumer tech marketing is shifting from noise to precision

CMOs are being forced to rethink how brands actually grow

Consumer Tech Marketing Strategies for CMOs

Explore consumer tech marketing strategies that drive engagement and conversions through community-led marketing and integrated communications.

SourceCode Communications • Cori Cagide

TL;DR: Consumer tech CMOs are rethinking marketing strategies as competition intensifies, shifting focus toward clearer positioning, stronger storytelling, and more integrated approaches to reach and influence.

Takeaway: This is the reality check a lot of tech brands need. Growth is no longer driven by being louder or faster, it is driven by being clearer. As categories get crowded and products start to look interchangeable, differentiation comes down to how well a brand communicates its value, not just what it builds. The shift is toward tighter integration across channels, stronger narratives, and a better understanding of the customer journey from awareness to decision. At the same time, CMOs are under pressure to deliver both short term performance and long term brand equity, which means balancing precision targeting with broader storytelling that builds trust. The tension is constant. Move too far into performance and you lose brand meaning. Stay too high level and you lose measurable impact. The brands that win are the ones that connect product, narrative, and distribution into one system that actually makes sense to customers.

Consider:

• For marketers, are you differentiating your product or just competing louder in the same category

• For communications leaders, how are you aligning storytelling with the full customer journey, not just the top of funnel

Green Mountain Coffee bets on simplicity to stand out

When everything is complex, clarity becomes the strategy

‘We’re not Nespresso’: Inside Green Mountain Coffee Roasters’ new campaign

The Keurig Dr Pepper brand is focusing on farm-grown quality in an effort that introduces a green mountain goat as a mascot — not a celebrity ambassador.

Marketing Dive

TL;DR: Green Mountain Coffee Roasters launched a new campaign focused on simplicity, highlighting everyday coffee moments and positioning the brand as an easy, reliable choice in a crowded and often overcomplicated category.

Takeaway: This campaign leans into something most brands ignore, restraint. In a category full of origin stories, tasting notes, and premium positioning, Green Mountain is choosing to simplify rather than compete on complexity. That is not a lack of strategy, it is the strategy. The brand is reframing coffee as an everyday habit, not a performance, which makes it more accessible and easier to choose. That matters in a saturated market where differentiation often leads to confusion instead of clarity. The tension is obvious. Premium brands win on depth and storytelling, but they also risk alienating consumers who just want a good, consistent product. Green Mountain is betting that familiarity and ease can outperform sophistication when decision fatigue is high. The lesson is not to simplify everything, but to know when your category needs clarity more than creativity.

• Consider:
  For marketers, are you adding complexity to stand out or removing it to make decisions easier

• For communications leaders, how do you balance brand storytelling with the need for clarity and accessibility

Physical media is quietly making a cultural comeback

Ownership is becoming a feature, not a relic

My Favorite Streaming Service Is a DVD Player and My Library Card

A small, affordable DVD player can be an easy way to make use of once-beloved discs sitting around your apartment.

Wirecutter: Reviews for the Real World

TL;DR: Despite the dominance of streaming, physical media like DVDs and CDs is seeing renewed interest, driven by consumers who value ownership, permanence, and a more tangible connection to content.

Takeaway: This is less about nostalgia and more about control. Streaming solved access, but it removed ownership, and that tradeoff is starting to feel real. Content disappears, libraries change, and what you “have” is no longer guaranteed. That is creating a quiet shift back toward formats that offer permanence and presence. Physical media is not coming back at scale, but it is becoming culturally relevant again as a signal of intention and identity. The tension is convenience versus control. Digital is faster, easier, and infinitely scalable. Physical is slower, but it is stable, collectible, and owned. For brands, this is a reminder that not everything valuable is frictionless. Sometimes the effort is the point. The smartest brands will look at this trend not as a format shift, but as a signal that audiences are craving deeper, more tangible connections in a world that feels increasingly disposable. Physical media becomes less about consumption and more about meaning.

Consider:

• For marketers, where are you prioritizing convenience at the expense of creating something people actually value owning

• For communications leaders, how can you create experiences or assets that feel lasting in a world of temporary access

Consumers are getting more cautious and more demanding

Value, simplicity, and trust are now non negotiable

2026 Consumer Insights: Trends Marketers Should Know | Experian

Discover the top 2026 consumer insights shaping data-driven marketing—from personalization and trust to identity and activation.

Marketing Forward Blog • Hayley Schneider, Sr. Manager, Content Marketing

TL;DR: Consumers heading into 2026 are spending more intentionally, prioritising value and simplicity while expecting personalization that is transparent, relevant, and privacy-first.

Takeaway: This is a mindset shift, not just a behavior change. Consumers are not pulling back entirely, they are becoming more deliberate about where and how they spend. Rising cost pressures mean people are focusing on essentials and expecting brands to make decisions easier, not harder. At the same time, expectations for personalization have not disappeared, they have matured. People still want relevance, but only when it is clearly beneficial and respects their privacy and control. That creates a new tension. Brands need to be more precise, more useful, and more transparent, all at once. Overcomplicate the experience and you lose them. Overpersonalize without trust and you lose them. The brands that win will simplify choices, align messaging to real financial realities, and treat data as a relationship, not a resource. This is less about better targeting and more about better judgment.

Consider:

• For marketers, are you making decisions easier for customers or adding friction in the name of personalization

• For communications leaders, how are you building trust while still delivering relevance in data-driven experiences

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It feels like the pace just picked up again. This week, the same conversations are happening, albeit in different rooms: RSAC, Advertising Week London, KubeCon. Three very different audiences, all circling the same reality. AI is moving from experiment to infrastructure, from tool to decision-maker, and from assistive to autonomous. And most brands are still treating it like a content engine.

They’re missing the mark.

What’s actually changing is deeper. Trust is being redefined. Creativity is being tested. Entire categories are being reshaped underneath the surface. At RSAC, cyber became a brand and board-level trust story. In London, the conversation wasn’t whether to use AI, it was how to avoid becoming indistinguishable because of it. At KubeCon, it was clear the real battle isn’t building AI, it’s running it at scale.

That’s not three trends. That’s one shift.

And it’s creating a pretty clear divide. Brands that understand what’s happening are starting to reposition now. The rest are still optimizing for a version of the market that’s already disappearing.

Shameless plug, but this is worth your time. We broke all of this down in real detail from the ground at each event:
RSAC CMO playbook
Advertising Week London
KubeCon 2026

If your strategy still treats AI like a channel, you’re going to feel this shift.

Let’s get into it.

Becky and Greg

🔍 The SourceCode Signal 🔍

AI is redefining how PR builds credibility and influence

AI in PR Strategy for Communications Leaders

Explore how AI is transforming PR strategy, measurement, and influence—and what communications leaders must do to stay competitive.

SourceCode Communications • Alessandra Halperin

TL;DR:
AI is transforming PR by shifting success from media volume to credibility, forcing brands to focus on trusted coverage, authoritative content, and being cited in AI generated responses.

Takeaway:
This is the real shift behind all the AI noise. PR is no longer just about visibility, it is about validation. AI systems are increasingly pulling from trusted, authoritative sources when generating answers, which means your brand either shows up as credible or not at all. That changes the entire playbook. Short term spikes, scattered coverage, and surface level content matter less than consistent, high quality signals that build authority over time. The tension is clear. AI makes it easier to produce more content, but it raises the bar for what gets trusted. The winners will not be the loudest brands, they will be the most consistently credible. That requires tighter integration between earned media, thought leadership, and measurement, alongside a shift toward tracking how brands appear in AI outputs, not just traditional metrics. In this environment, PR is evolving from storytelling to something more strategic, shaping how machines interpret and represent your brand.

Consider:
• For marketers, are you building authority that AI systems can recognise or just generating more content
• For communications leaders, how are you measuring credibility and influence in AI generated environments

Predictability has become a luxury for marketers

‘Predictability has become a luxury’: As the Iran war drags on, ad markets are starting to sweat

Whatever hope remained that this would be a short war is fading. And with it, the assumption that the economic damage would be too.

Digiday • Seb Joseph, Krystal Scanlon

War and volatility are forcing brands to rethink spend

TL;DR: As the Iran war drags on, rising oil prices and economic uncertainty are putting pressure on ad markets, with brands preparing to pause budgets and plan for volatility instead of steady growth.

Takeaway: This is what happens when macro uncertainty collides with marketing planning cycles. The assumption that disruption would be short lived is fading, and with it the idea that budgets can be confidently allocated months in advance. Rising energy costs are acting like a tax on both businesses and consumers, increasing the risk of recession and forcing brands to rethink how aggressively they spend. The immediate reaction is caution, holding spend, building contingency plans, and waiting for clarity. But that creates a second order tension. If everyone pulls back, attention becomes cheaper for those willing to stay visible. The brands that win in these moments are not necessarily the ones that spend the most, but the ones that stay strategically present while competitors hesitate. This is less about cutting budgets and more about reallocating them with precision, focusing on channels and messages that can flex with uncertainty rather than break under it.

Consider:

• For marketers, are you building flexibility into your media plans or still assuming stable conditions that no longer exist

• For communications leaders, how do you maintain brand presence and confidence when external conditions push toward silence

AI and empathy are defining the next era of marketing systems

AI and empathy define the next era of marketing systems | MarTech

The real opportunity with AI is not scale alone, but designing experiences that reduce friction and support both customers and teams.

MarTech • Danita Smith

TL;DR: AI is rapidly transforming marketing systems, but its real impact depends on how well brands combine automation with empathy, using technology to scale experiences without losing human connection.

Takeaway: This is where the AI conversation gets more honest. The technology is no longer the differentiator, everyone has access to it, and most platforms are embedding it into everyday workflows. The real gap is how it is applied. AI can optimise, personalise, and automate at scale, but it cannot replace judgment, context, or emotional nuance. That creates a new kind of system challenge. Marketing is no longer just about efficiency or creativity, it is about designing experiences that feel intelligent and human at the same time. The tension is clear. Push too far into automation and you lose connection. Stay too manual and you lose scale. The brands that win will not choose one over the other. They will build systems where AI handles complexity and humans shape meaning. That is what turns capability into advantage.

Consider:

• For marketers, are you using AI to enhance customer experience or just to produce more output faster

• For communications leaders, how are you ensuring empathy and human judgment remain visible as AI takes on more of the workload

Coca Cola brings back a cultural icon for America250 

Coca-Cola says ‘I’d Like to Buy America a Coke’ in America250 campaign

The soda giant reimagined the song from its iconic 1971 “Hilltop” ad for an effort that includes limited-edition packaging that be scanned for prizes.

Marketing Dive

TL;DR: Coca Cola is reviving its iconic “I’d Like to Buy the World a Coke” platform as part of its America250 campaign, tying the brand to the US 250th anniversary through nostalgic storytelling, partnerships, and nationwide activations.

Takeaway: This is classic Coca Cola, but with a modern twist. The brand is not just revisiting a famous campaign, it is repositioning itself as part of a national moment, using nostalgia as a bridge between past relevance and present visibility. Coca Cola has a long history of attaching itself to cultural milestones, from the Bicentennial to major global events, and America250 is the next evolution of that playbook. The power here is familiarity. In a fragmented media environment, recognizable ideas travel further and faster than new ones. But there is tension. Lean too hard on nostalgia and you risk feeling dated or opportunistic. The brands that win with nostalgia treat it as a foundation, not the whole story, layering in modern formats, partnerships, and experiences that make it feel current. Coca Cola is betting that cultural memory still has value, especially when paired with scale and distribution that few brands can match.

Consider:

• For marketers, are you creating new ideas or evolving existing ones that already have cultural equity

• For communications leaders, how do you balance nostalgia with modern relevance so it resonates beyond the moment

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Hey team, if you are reading this with a Super Bowl hangover that still hasn’t quit you, welcome to Thursday, the day when everyone finally admits they watched more halftime show clips on social than actual football.

This Super Bowl unfolded like a defensive battle, a low scoring game that didn’t really open up until the final moments, and the advertising followed the same pattern, with fewer explosive swings and far more brands choosing to play it safe on the biggest stage in marketing.

The halftime show broke that rhythm entirely. Bad Bunny didn’t just perform, he delivered a moment that was about unity, identity, and humanity, and the controversy that followed only underscored why it mattered…when a room is cautious, conviction cuts through.

That same tension ran through the ads all night. Marketers weren’t debating AI versus humanity anymore, they were testing where the line actually lives. AI showed up quieter and more practical, nostalgia worked as a shortcut to recognition in an overpolished feed, and humor only landed when it knew when to step aside. Coinbase’s karaoke moment understood that balance, and Chipotle did too by refusing to chase the same tech shorthand as everyone else.

This wasn’t an exciting Super Bowl, but it was a revealing one.

And it mirrors how we’re thinking about the work right now. We recently refreshed our consumer page to better reflect how we partner with brands who value clarity over gimmicks, and we welcomed Rally Point PR into the SourceCode family because scale only works when the DNA stays intact and the point of view gets sharper, not diluted.

That’s the lens for this issue. Who trusted their identity, who chased sameness, and why restraint is quietly becoming the strongest signal in the market.

Let’s get into it.

Kevin

🔎 The SourceCode Signal 🔎

Inside the 2026 Super Bowl ads: Four key themes marketers should pay attention to

2026 Super Bowl Ads: Marketing Themes Brands Should Learn From

From AI and nostalgia to humor and emotional storytelling, explore the four themes that defined the 2026 Super Bowl ads—and what US marketers can learn.

sourcecodecommunications.com/the-source/2026-super-bowl-ads-marketing-themes/?utm_source=newsletter&utm_medium=email

TL;DR: This year’s Super Bowl ads showed brands simplifying AI stories, leaning into nostalgia, embracing humor, and grounding everything in emotion and connection.

Takeaway: The pattern was restraint. On the biggest stage in marketing, brands stopped overexplaining and started trusting the audience. AI showed up as practical, not magical. Celebrities became self aware, not salesy. Emotion focused on inclusion and shared experience, not manufactured grandeur.

This is not a creative coincidence. It is a cultural correction. In a landscape saturated with spectacle, clarity became the counter culture. Saying less signaled confidence. Treating the audience like adults created connection. Humanity outperformed hype.

The lesson is not to copy the themes. It is to understand why they worked. When everything is loud, coherence stands out. When everything is optimized, sincerity wins.

Consider:

• For marketers, which of these signals reinforce how your audience already sees you

• For communications leaders, where could restraint create more trust than reinvention

Chipotle pokes fun at AI Super Bowl ads to spotlight real ingredients

Chipotle pokes fun at AI Super Bowl ads to spotlight real ingredients

After another brand's AI-generated Super Bowl spot airs, the restaurant chain will post a video on Instagram Reels to dole out free entree codes. 

www.marketingdive.com/news/chipotle-pokes-fun-at-ai-super-bowl-ads-to-spotlight-real-ingredients/811409

TL;DR: Chipotle used its Super Bowl spot to gently roast the flood of AI driven ads, reminding viewers that real food and real ingredients are still the point.

Takeaway: This worked because Chipotle knows exactly who it is and does not flinch. While other brands chased relevance through technology, Chipotle chose clarity through contrast. That takes confidence, especially on a stage this big.

The real signal here is not anti AI, it is anti sameness. And it is quietly counter-cultural. In a moment where advertising is obsessed with signaling relevance through tech shorthand, Chipotle chose refusal over participation. Not because AI is bad, but because chasing it would dilute a truth their audience already believes. When everyone sounds the same, restraint becomes differentiation. Humor becomes strategy when it reinforces identity, not when it distracts from it.

Consider:

• For marketers, where are you chasing relevance instead of reinforcing identity

• For communications leaders, what would it look like to take a clearer stance and say less

As AI dominates the zeitgeist, some brands are going retro for the Super Bowl

As AI dominates the zeitgeist, some brands are going retro for the Super Bowl

Squarespace, Volkswagen, and Instacart used film and tube cameras for the vibe, aiming to heighten drama, capture realism, and reflect brand commitments to quality, marketers told us.

www.marketingbrew.com/stories/2026/02/04/vintage-film-super-bowl-ads-retro-ai-volkswagen-squarespace-instacart

TL;DR: Several Super Bowl advertisers leaned into retro visuals and analog styles to stand apart from the wave of polished, AI inspired creative.

Takeaway: Nostalgia worked because it reduced the effort required to connect. Familiar visuals buy attention quickly. But that only holds when nostalgia is anchored in something real.

The brands that won used the past to say something current about reliability, humanity, or craft. The ones that missed treated nostalgia like a surface treatment. Familiarity only works when it sharpens meaning, because comfort without substance fades fast.

The signal here is not retro for retro’s sake, but cognitive efficiency. In a crowded feed, the fastest path to relevance is often recognition, but only when recognition leads somewhere.

Consider:

• For marketers, what emotional shortcut has your brand already earned

• For communications leaders, where does heritage reinforce the story versus distract from it

Super Bowl Hot Take: Google’s Gemini ad is sweet but predictable

Super Bowl Hot Take: Google’s Gemini Ad is Sweet But Predictable

Google positions its Super Bowl LX ad as way to entrench adoption of Gemini—but the whole thing feels forgettable 

www.adweek.com/creativity/super-bowl-hot-take-google-gemini-ad

TL;DR: Google’s Gemini Super Bowl ad leaned into warmth and accessibility, choosing reassurance over surprise.

Takeaway: This is what leadership looks like when trust matters more than buzz. Google played it safe because it can afford to. That is not a creative miss, it is a strategic choice.

But it also reveals a bigger signal. AI storytelling is already flattening. When the category leader feels familiar, differentiation shifts downstream. The message alone is no longer enough. Advantage now lives in execution, context, and point of view. (Like being human)

The risk is not being predictable. The risk is teaching the category how to be forgettable.

Consider:

• For marketers, when does safety support scale and when does it quietly erode recall

• For communications leaders, how do you evolve a narrative without resetting trust

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Greg is on sabbatical, so I’ve hijacked Source[De]coded for a bit. Buckle up.

We’ve got some news of our own this week. SourceCode was named an Ad Age Best Place to Work for 2026. We’re proud of it, we worked for it, and if you’re the kind of person who wants to build smart work with smart humans, our careers page is a good place to start.

There’s more. We were selected as agency of record for Heven Aerotech. We’ve also been closely tracking what surfaced at NRF, cutting through the AI noise to see what is actually changing inside retail organizations. Not bad for a team that supposedly just “does PR.”

Here’s why that matters in the context of the stories below.

Visibility has changed. Not trending topics. Not impressions. Visibility. AI is now deciding what gets cited. Platforms are collapsing content and commerce into a single action. Regulators are stepping in because trust has been stretched thin for too long.

This is the new age of visibility. One idea has to survive video, text, social, search, and machines without being watered down or misinterpreted. That is not easy. It forces tradeoffs between nuance and clarity, speed and credibility, reach and control.

The stories this week are not thought pieces. They are signals. Watch which formats are gaining authority. Watch where trust is earned or quietly lost. And ask yourself a hard question. Is your story actually built for how people and AI now discover information, or are you still playing by last decade’s rules.

Let’s get into it.

Kevin, aka KD

TikTok Tests New In-App Shopping Feature Could this new feature change how we shop online?

TikTok's transformation into a shopping app is complete

TikTok Shop, once viewed with skepticism by consumers and brands, has earned its spot as a viable e-commerce platform in the US.

www.businessinsider.com/tiktok-transformation-into-a-shopping-app-is-complete-2026-1

TL;DR: TikTok is trialing a new in-app shopping experience that allows users to purchase products directly without leaving the platform. The feature is currently being tested with a select number of users and partnered brands.

Takeaway: TikTok's new feature could make it a serious contender in social commerce, posing a threat to platforms like Instagram and Facebook that already offer integrated shopping. However, the success of this feature depends on user adoption and seamless transaction experiences. Marketers should watch how consumers react to direct purchases within a social platform known for entertainment rather than shopping. There's potential to streamline the consumer journey, turning views into purchases faster than competing platforms. Could this spark a shift in how brands allocate their social media marketing budgets? Are communication strategies primed to leverage this shift to in-app commerce?

Consider:

• For marketers, are you building content that earns trust and intent before asking for the sale, or are you just compressing the funnel and hoping it converts

• For PR and communications leaders, how do you maintain credibility when entertainment platforms start behaving like checkout lanes
  

Influencer Marketing Faces Transparency Issues Brands are under scrutiny for covert promotional practices.

TL;DR: Recent studies reveal that many influencer marketing efforts lack transparency, with brands often failing to disclose paid partnerships. This oversight has caught the attention of regulatory bodies.

Takeaway: The lack of transparency in influencer marketing affects consumer trust and can lead to regulatory scrutiny. Brands need to balance authentic storytelling with clear disclosure of paid partnerships to maintain credibility. This situation presents a cautionary tale for brands and influencers alike, emphasizing the need for transparency to uphold trust. How can marketers ensure their influencer collaborations are transparent and compliant? How might transparency affect brand reputation in the increasingly critical eyes of consumers?

Consider:

• For marketers, are your influencer programs designed for trust and longevity, or just short term reach that could trigger regulatory heat

• For PR and communications leaders, are disclosures treated as a compliance box to check, or as a credibility signal audiences are actively watching

YouTube quietly becomes the internet AI trusts most

EXCLUSIVE: YouTube Overtakes Reddit as Go-To Citation Source on AI Search

YouTube has eclipsed Reddit as the leading social source for large language models—brands need to rethink their approach to AI visibility.

www.adweek.com/media/youtube-reddit-ai-search-engine-citations

TL;DR: AI generated answers are now citing YouTube more often than Reddit, driven by better access to transcripts and structured video metadata. The shift marks a real change in how machines decide what counts as reliable social content.

Takeaway: This is a credibility shift, not a popularity contest. Reddit still dominates raw discussion, but YouTube wins on clarity, structure, and machine readability. For marketers, this reinforces that searchable video is no longer just brand storytelling, it is reference material. For communication professionals, this is the new age of visibility, where the same idea must travel cleanly across video, text, social, and search without losing meaning. The tension is clear, human nuance versus machine legibility. What matters now is designing content once, then expressing it deliberately across formats so both (human...gasp!) audiences and AI systems can find and trust it.

Consider:

• For marketers, are your video assets structured in a way AI can actually understand and reuse

• For PR and communications leaders, are you planning formats first, not just placements, in how stories show up across channels

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Hey team!

We’ve been moving so fast lately I’m starting to think someone has been slipping an extra shot of espresso in my morning coffee. Ok, coffees. Don’t judge me. 😁

First off, we’ve got to celebrate an honorable mention for our work with DataBank at the In2SABRE Awards. While you’re at it, you should probably read my latest story for the Fast Company Executive Board on why you should be a consultant rather than a vendor because being a "vendor" is soooooo 2024. 

If you want to actually get ahead of the curve, Giles dropped a brilliant piece on Nvidia’s first CMO and AI brand strategy that is basically a masterclass in modern marketing. Plus, Cori just shared her insights on Physical AI and consumer tech at CES 2026 which you should bookmark immediately unless you enjoy being the last person to know things. We’re out here stacking trophies and dropping knowledge like it’s our job. Oh wait, it is!

This week we are diving into the art of the pivot. It’s that time of year when everyone is trying to figure out if they should lean entirely into the bots or go full "back to basics" with human connection. We’re seeing some of the biggest names in the game realize that while AI is great for predicting which team is going to blow a lead, it still can’t replace the feeling of grabbing a beer with friends or the humor of a well timed joke. It’s all about finding that sweet spot where tech meets the "real world" without making things feel like a soulless digital fever dream.

Speaking of pivots, I’m taking a personal one of my own. I’ll be heading out on sabbatical starting January 17 and won’t be back in the mix until March. Don’t worry, the ship is in great hands. You’ll be hearing from some of our other brilliant team members in this space while I’m off recharging the batteries. I expect everyone to be at least 15% more famous by the time I return.

Whether you are looking to create a viral cultural moment or just want to make sure your brand doesn’t end up looking like AI generated slop, the goal is the same: stay relevant and stay human. We’re looking at how brands are navigating this tension by blending high tech activations with very real human experiences to actually cut through the noise. Let’s dig into how the industry is balancing digital wizardry with authentic connection.

Avocados From Mexico taps into sports betting hype with AI Prediction Pit

Avocados From Mexico taps into sports betting hype with AI Prediction Pit

The experience includes an AI avatar modeled after comedian Rob Riggle, who takes on the role of Guac Guru to offer live football commentary.

www.marketingdive.com/news/avocados-from-mexico-taps-into-sports-betting-hype-with-ai-prediction-pit/809072

TL;DR:
Avocados From Mexico launches an AI-driven marketing campaign featuring comedian Rob Riggle as the AI avatar "Guac Guru," tapping into the sports betting frenzy with live commentary.

Takeaway:
This campaign illustrates how brands can artfully blend cultural trends like sports betting with AI technology to engage audiences. It signals a compelling way for marketers to enhance interaction and relevance through innovative media. Tapping into popular trends with tech-savvy activations can create memorable brand experiences.

Consider:

• How can your brand utilize cultural phenomena to boost engagement?

• What role could AI play in making your brand's content more interactive and timely?

Almond Breeze jabs at AI-generated slop with the Jonas Brothers

Almond Breeze jabs at AI-generated slop with the Jonas Brothers

New videos show the trio pitched shoddy AI content, like an ad of them floating in space, before settling on a more traditional endorsement.

www.marketingdive.com/news/almond-breeze-jabs-at-ai-generated-slop-with-the-jonas-brothers/808851

TL;DR:
Almond Breeze teamed up with the Jonas Brothers for a campaign mocking shoddy AI-generated content by creating exaggerated examples before settling on traditional endorsements.

Takeaway:
This initiative uses humor and celebrity to critique and distinguish from generic AI content, thus emphasizing creative authenticity. It reminds marketers of the value in blending technology with human creativity to craft standout campaigns. Use clever storytelling to assert your brand's personality in an AI-driven world.

Consider:

• Could humor in your campaigns spotlight your brand's strengths against generic tech trends?

• How might celebrity partnerships highlight authenticity for your brand?

Miller Lite centers IRL social interaction with new creative platform

Miller Lite centers IRL social interaction with new creative platform

“Legendary Moments Start with a Lite” was developed in partnership with Leo Chicago and stars Christopher Walken.

www.marketingdive.com/news/miller-lite-puts-social-interaction-first-with-new-creative-platform/808872

TL;DR:
Miller Lite is focusing on in-real-life (IRL) social interactions with their new creative platform, marking a departure from their previous nostalgia-themed ads.

Takeaway:
By pivoting their messaging towards fostering real-world connections, Miller Lite taps into a growing consumer desire for tangible experiences post-pandemic. This shift reflects an opportunity for brands to reconnect with audiences through meaningful, shared experiences. Tailor brand storytelling to resonate with evolving social behaviors for greater impact.

Consider:

• How can your brand facilitate or enhance face-to-face interactions?

• What thematic shifts could align your campaigns with current consumer sentiments?

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As the year comes to a close, we wanted to take a moment to say thank you and wish you a very happy holiday season. 2025 was one of our strongest years to date, and we are incredibly grateful to everyone who played a part in it.

Over the past year, we signed countless new clients, expanded our team by 36% across the US and UK, and continued to invest deeply in the people and culture that make SourceCode what it is. None of this would have been possible without the trust, collaboration, and support of our clients, partners, and team.

To the teams and brands we get to build with, working with you this year has been nothing but a joy. Thank you for trusting us with your stories and for giving us the opportunity to collaborate so closely with your teams. The ambition you bring to the table pushes us to think harder, move faster, and deliver better work every day. We are proud of what we have accomplished together and are genuinely excited about what we will build in the year ahead.

We are deeply grateful for the partners who consistently show up and help us create work that makes an impact. Your insight, creativity, and support strengthen everything we do and help us deliver meaningful results for our clients. Working alongside people who share our values, curiosity, and standards makes all the difference.

Looking Ahead

As we move into the new year, we are excited to continue on this growth trajectory and continue to build thoughtful, long-term partnerships. We are energized by what is ahead and by the community we get to build it with.

As we head into the holidays, we hope you find time to rest, recharge, and celebrate with the people who matter most to you. If you are already thinking about ideas for the year ahead, we would love to hear them. Feel free to reach out anytime.

Hey team!

What a week to close out the year! We’re putting together some serious holiday cheer, and also snagging some serious attention. Get ready for this flex: SourceCode was just shortlisted for Outstanding Small Agency and Outstanding Technology Agency in PRWeek. If that wasn’t enough, Christa and Kristen just dropped their can’t-miss Global Comms predictions which you can read here. And finally, Kevin Dulaney attended this year's AI Summit NY and shared his takeaways on what matters for B2B marketing. Frankly, our winning streak has never been stronger.

Alright, let’s pivot from the past few weeks and talk about closing out the year. It's that final sprint where late-breaking content requests and "one more thing before the holidays" emails come flying in. It can feel like chaos , but it's also a crucial time to separate the must-dos from the nice-to-haves and actually shape your brand’s narrative heading into 2026.

This week, we’re digging into the most important lessons from the best marketing campaigns of 2025 (and why they worked in a chaotic world) , how comms leaders can wrap up the year without losing their minds , and why some consumers are starting to crave real connection as AI-generated content takes over the feed.

We’re here to help you close out the year on your own terms and set up for an empowered Q1. Let’s dive into how to finish strong.

Let’s dig in.

Greg & Becky

Navigate uncertainty: Lessons from the best marketing campaigns of 2025

How the best marketing campaigns of 2025 navigated uncertain times

The savviest marketers cut through chaos with strategies and tactics that portend where advertising could head next year.

www.marketingdive.com/news/best-marketing-campaigns-2025-navigating-uncertainty/807155

TL;DR: This year proved how powerful it can be when brands double down on what feels real: blending emotional resonance with concrete value. Whether it was Chili's bringing back ’90s TV vibes or Dove leaning into imperfect self-confidence over polished beauty, the common denominator was authenticity hammered home through culturally aware storytelling.

Takeaway: 2025 was a year with persistent global conflict, uncertain tariff changes, antitrust and regulatory pressure, and a chaotic sociopolitical landscape. In spite of that, many standout marketing campaigns cut through the noise by leaning on nostalgia, value messaging, cultural cachet, and bold creative moves. These campaigns proved that even in uncertainty, smart marketing still moves the needle. This year’s big winners were the ones who weren’t afraid to move fast, lean in on identity, and give their audiences something real to latch onto.

Consider:

• Could your next campaign tap into a cultural or nostalgic undercurrent that feels real to your audience?

• Are you balancing performance metrics with bold, culturally-aware creative? Is your brand willing to take strategic risks with the data to support it?

Survive the final stretch: How comms leaders can wrap up the year (while keeping your sanity)

The year-end crunch: How comms leaders can wrap up the year without unraveling - PR Daily

Things are busy, but you've got this.

www.prdaily.com/the-year-end-crunch-how-comms-leaders-can-wrap-up-the-year-without-unraveling

TL;DR: As the year winds down, communications teams face a tidal wave of requests from late-breaking content deadlines to executive messaging asks to those “one more thing before the holidays” emails. Doing a quick audit to separate “must-dos” from “nice-to-haves” can help free up bandwidth for the work that actually moves the needle.

Takeaway: While the end of the year can feel like a sprint to the finish line, it can also be a strategic opportunity to shape your brand’s narrative. But with an intentional roadmap, comms leaders can close out the year on their own terms and set up for success in Q1. Use this moment to surface your team’s wins, highlight what your company accomplished in 2025, and position leadership messaging to set the tone for 2026. Plus, make time to carve out headspace for your January priorities. A small investment in prep time can make all the difference in heading into Q1 empowered or overwhelmed.

Consider

• Which of your planned year-end tasks truly need to be completed in 2025? Which can be deferred to Q1 (when you might be able to dedicate more fresh energy towards it)?

• What wins, lessons, and stories from 2025 deserve to be framed as a compelling year-end narrative (executive messages, client/stakeholder comms, or public-facing content) to build credibility and momentum into 2026?

Embrace reality: Amidst marketing’s AI obsession, some consumers are craving real connection

Amid marketing’s AI obsession, some consumers are ‘excited for reality’

To reach them, brands like Apple and Heineken are highlighting practical effects and emphasizing real connection.

www.marketingbrew.com/stories/2025/12/10/ai-alternative-realism-behind-the-scenes-marketing

TL;DR: As AI content saturates the marketing landscape, some consumers are becoming “excited for reality,” prompting brands like Apple, Heineken, and Polaroid to lean into real-world creation, practical effects, and behind-the-scenes storytelling to stand out from AI-generated ads.

Takeaway: While AI has helped optimize and strengthen many marketing efforts, brands may be going too far into the innovative direction and given fuel to a counter-sentiment: audiences are craving real human connection rather than robots. It’s a reaction to overpolished, AI-generated content that is often perceived as hollow at best and boring or annoying at worst. To combat the oversaturation of AI content, showing the craft behind the marketing can serve as an antidote to digital overload. As AI was once the differentiator to help brands stand out, authenticity is now the real lever to signal quality and trust.

Consider:

• Are there aspects of your creative process you can show, not just tell? This can include behind-the-scenes videos, real production footage, or craft-forward storytelling that highlights human effort.

• Your brand might benefit from explicitly signaling human creation (even if AI assists behind the scenes) to reinforce authenticity and trust with your audience. How can you portray this authentically to audiences?

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Hey team,

Before we get into the Black Friday deep-dive, we have some bragging to do. We were just named a PRWeek Best Place to Work for 2025, which you can admire right here. Cori also landed a sharp piece on why discounts are losing their magic, and PR Daily listed us as a top agency, because of course they did. Honestly, at this point we’re one compliment away from needing matching varsity jackets 😉.

Alright, let’s talk BFCM. Sales hit new highs, but the real story is a lot messier. Urgency is fading, shoppers are bored, and brands that relied on autopilot discounts felt it. The ones that won layered on something extra. Experiences, exclusivity, smart bundles. Basically anything that didn’t feel like the same recycled promo code.

Let’s dig in.

Becky and Greg

Reconsider success: Black Friday 2025 broke sales records, but did it really succeed?

Winners and losers of Black Friday 2025

Online discounts were flat year over year. However, some retailers won with exclusive giveaways that enticed customers into stores.

www.marketingdive.com/news/winners-losers-black-friday-2025/806611

TL;DR: According to Salesforce, Black Friday U.S. sales grew 3% to $18 billion this year. But many experts are finding a lack of purchase urgency that we’ve seen in years past. Trying to determine if Black Friday performance was a win or a fail might be a bit more complex this year.

Takeaway: First of all, it’s tough to do year-over-year comparisons with 2024 being an election year, which historically has shown lower retail sales. But even with that caveat, this holiday season is showing that blanket discounts alone aren’t enough to spark urgency. Shoppers are tired of the same markdowns, especially with inflation and economic uncertainty looming. The real wins this year went to brands who created an extra hook: limited giveaways, in-store experiences, early-access drops, bundled offers, and first-come-first-served perks that felt more exclusive than just another sale.

Consider:

• What added value (beyond a discount) can your brand offer this holiday season? Think of things like a giveaway, limited-quantity add-on, early-access sale, or bundled perk that makes your offer feel exclusive.

• Could your brand create a hybrid experience to make your holiday campaign feel more memorable? This might look like combining online promos with in-person or live events, community shoutouts, or limited-time bundles.

Shift your mentality: ‘Black November’ extended sales windows might be changing the season

Is ‘Black November’ a problem?

Extended sales windows ahead of the shopping holiday are changing the season for marketers.

www.marketingbrew.com/stories/is-black-november-a-problem

TL;DR: What was once a busy two days of sales for Black Friday and Cyber Monday has now morphed into “Black November,” as holiday-themed sales have moved up earlier and earlier. Many brands now launch holiday sales and promos at the start of the month, leading to skewed numbers and potential consumer overload.

Takeaway: Stretching this holiday sales window has a major domino effect. As we’ve already seen in this year’s performance, the sense of urgency that once fueled big BFCM weekend spikes is fading. When discounts are always offered, urgency is diluted. The extended window can be a useful opportunity to test messaging early, optimize over time, and build recognition over volume. But if you’re not ready to offer your discounts right after Halloween, this shift offers an opening for brands to warm up leads and hit them with your best discount when the actual sales holiday occurs.

Consider

• Turn holiday season campaigns into a lead-nurturing window rather than blasting one big promo right before the rush. Start early and build interest so when the time comes, your consumers are ready to convert.

• What value-add (exclusive insights, bundle offers, early-access demos, loyalty or VIP rewards) can you offer now to keep your audience engaged without resorting to deep discounts?

Build algorithmic trust: How brands are adapting to an AI agent-powered holiday sales season

How brands are aiming to build ‘algorithmic trust’ ahead of an AI agent-powered Black Friday

Brand marketers are focused on “speaking the language of algorithms” and widening shopping windows to ensure products are easy for agentic tools to recommend to shoppers.

www.marketingbrew.com/stories/algorithmic-trust-ai-agent-powered-black-friday

TL;DR: This holiday season, many shoppers are turning to AI tools to help them find their perfect gifts, which means brands need to be increasingly focused on getting surfaced by AI assistants first rather than humans.

Takeaway: According to Adobe Analytics, AI traffic to U.S. retail websites grew 805% compared to Black Friday 2024 and shoppers who landed on a U.S. retail site from an AI service were 38% more likely to convert to a sale, versus coming from a non-AI traffic source. So, growing algorithmic trust in your brand isn’t just a concept, it’s clearly already reshaping the path to purchase. Brands must be optimized so they show up in the data-driven logic that AI agents use to decide what to surface or buy, which may require a shift in how you structure your product data, your site’s metadata, and even brand signals like reviews.

Consider:

• Are your product and brand data structured in a way that AI agents can easily understand? This might include details like site descriptions, clear metadata and product attributes, or transparent reviews.

• How can you make AI-agent readiness a core part of your marketing and product roadmap? Think of ways to optimize your site and content for both humans and AI discovery.

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​​Hey Team,

2025’s not done yet, but the smartest brands are already plotting their next move. Advertising Week made one thing crystal clear: 2026 will belong to the ones who move fast, stay human, and keep their brand identity locked in while the culture keeps spinning.

Shameless plug: I’ve been making the rounds at the PRovoke Summit this week while we’ve been busy stacking wins, like 8x8 choosing SourceCode for global CX PR. And if you haven’t read it yet, our newest blog on building consumer loyalty through smarter communications is a masterclass in how to actually keep people’s attention in the AI age.

So pour something stiff, open that 2026 plan, and get real about what needs to evolve. The future isn’t coming. It’s already here. And if anyone asks, yes, we’re totally ready to be “heads down” for the rest of the year…listening to holiday music.

Becky & Greg

Take notes: The top takeaways from this year’s Advertising Week

https://www.marketingdive.com/news/top-takeaways-from-advertising-week-2025-marketers-need-to-know/803371/ 

TL;DR: Earlier this month, top brands gathered in New York for Advertising Week, an informative conference complete with discussion panels, networking opportunities, and a glimpse into what’s coming in the world of marketing. Marketing Dive reported on the key takeaways from the event, which included topics like values and inclusivity, moving at the speed of culture, and yes, artificial intelligence. 

Takeaway: Many of this year’s discussion panels revolved around AI, and what it means for the future of marketing. Specific topics included optimizing for AI-driven search, why gut-checking AI is imperative, and balancing advertiser needs with the consumer experience. Culture-driven topics included why brands should stand firm on their values, driving growth through inclusivity, and striking a balance between in-housing and outsourcing. 

Consider:

• Do you have your 2026 marketing strategy locked down? 2025 is quickly coming to a close, making it the best time to start planning for next year’s goals and initiatives. 

• What’s one takeaway from the article that your team could improve upon? Take some time to scroll through each takeaway and find an area of opportunity for next year’s strategy. 

• Asking leadership to fund the team’s conference attendance in 2026. Conferences like Advertising Week are a great way to network, keep a finger on the pulse of emerging trends, and fuel inspiration and creativity. 

Enter a new era: How video led to a complete transformation in podcasting

https://www.marketingbrew.com/stories/2025/07/07/video-podcasts-media-history 

TL;DR: Since podcasting emerged almost 25 years ago, the industry has seen explosive growth. And what started as a strictly auditory medium is now entering its next chapter, as more podcasts than ever now contain a visual component; not only does this give audiences a more immersive experience, but it also opens up more video advertising opportunities for creators and hosting platforms.

Takeaway: Like any popular channel, podcasting became extremely oversaturated, leading to layoffs and advertising slowdowns. Introducing video podcasts has given consumers a new way of engaging, whether they choose to sit down and watch the whole episode or just want to flip over their phones to see a quick visual. And with YouTube being the most-watched platform in the world, it opens up more opportunities for brands to get in front of new audiences, either by sponsoring a podcast or hosting one of their own.

Consider

• Revisiting your podcast strategy. Whether you considered starting one but it never took off, or you abandoned your ad campaigns because they weren’t delivering enough ROI, it might be time to wipe the dust off your strategy and try again in this new era.

• If your brand is right for a video podcast. The article mentioned that not all podcasts–specifically business ones–are necessarily enhanced by a visual component. 

• Tightening your YouTube efforts. If your brand has always wanted to launch or strengthen your YouTube marketing strategy, but felt too intimidated by the channel, running ads on podcasts is a great way to get your feet wet. 

Look ahead: What OpenAI’s new music tool could mean for marketers

https://www.inc.com/ava-levinson/openai-music-tool-marketing-strategy/91256568 

TL;DR: OpenAI is allegedly developing a music tool that would allow users to create music for videos or vocal tracks based on text or audio prompts. Though training has been a source of contention in AI music, it’s often celebrated in the advertising world. 

Takeaway: For marketers and advertisers, a streamlined system of music generation could mean creating demos for a catchy jingle or soundtrack in minutes. It could also help produce several different iterations if a brand is still experimenting with different genres and sounds, while saving tons of time and money in the process. 

Consider:

• Does your brand have an ‘audio identity?’ Start thinking about what that could look like and how it would fit into your visual identity. 

• How could this impact your reach to different audiences? For example, the ads targeted towards Gen Z might be a separate genre from those geared towards retirees. 

• Would an AI-generated jingle elevate or dilute brand equity? If audiences detect AI music, they might think you’re cutting corners or using less human creativity. Make sure you’re monitoring the consumer reaction and always giving that human touch. 

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Hey Team,

Planning season is in full swing which means caffeine levels are up, optimism is high, and creativity is very much alive. As 2026 planning ramps up, one thing is clear: the brands winning right now are the ones willing to question everything they thought they knew. 

Shameless plug: Cori and Patti are leading the charge on this one. Read, bookmark, and brag accordingly. Cori dropped a killer piece on why brands need to stop hiding behind buzzwords and start practicing radical honesty (read it here). Patti just came back from the future with her take on how AI and women’s health are redefining the healthcare landscape ahead of HLTH 2025 (read that one here).

Between AI, authenticity, and a generation that can smell BS a mile away, the marketing playbook is being rewritten in real time. The brands that adapt transparently, empathetically, and fast are the ones that will actually stick.

Now let’s get into what’s shaking up the industry this week.

— Becky & Greg

Shift your focus: Gen Z doesn’t hate ads, marketers just don’t understand them

https://www.marketingdive.com/news/cmo-brands-get-wrong-when-marketing-to-gen-z/802566/ 

TL;DR: As the first generation to grow up firmly set in the age of the internet, marketers have started to notice a worrying trend of Gen Z’s distaste for advertising and lack of brand loyalty. A panel of CMOs at Advertising Week argued that the cohort isn’t going to eradicate ads; they’re simply shifting the landscape of how ads are presented.

Takeaway: The new generation of buyers are more interested in brands that tap into community, niche culture, and dialogue. Gen Z thrives in what the panelists called “tribalised” media environments, like micro-communities and subcultures, over mass-media. And since they’ve grown up with an abundance of information at their finger tips, they’re more picky with their brand decisions. Companies should no longer position themselves as the “star,” but rather, enter conversations that already exist in places where Gen Z is especially active, like social media.

Consider:

• Are you treating your younger audience the same way you’re treating your older one? One size no longer fits all, and it may be worth mapping out different strategies for each age group.

• Reevaluting your budget allocation, creative processes, measurement frameworks, and media partnerships. How can you use this new information to start the preliminary planning for 2026? 

• Recongnizing that these “beliefs” about Gen Z are myths, to avoid self-fulfilling missteps. If you just assume they won’t engage, your team might not be motivated to keep trying.

Read the room: Why American Eagle’s CMO decided to stay silent in the wake of scandal

https://www.adweek.com/brand-marketing/american-eagles-cmo-on-why-doing-nothing-was-the-boldest-move/ 

TL;DR: CMO Craig Brommers took a bold approach to American Eagle’s recent controversial campaign starring Sydney Sweeney–by not addressing it at all. Instead, he weeded through the noise on social media, listened to his customers, and solidified his relationship with the company. 

Takeaway: One (or even several) negative comments doesn’t always have to mean erasing an entire campaign. It’s understandable to panic and immediately jump into damage control mode when your marketing efforts receive a little backlash. But it’s important to understand that the internet can sometimes create a hive mentality, and the best way to move forward is to take a beat and listen to what everyone is saying, not just the naysayers. 

Consider

• Mapping out three or four plans of action for a campaign that may not be well-received. Each plan should be a different strategy, and the team should utilize the one that feels most appropriate for the situation.  

• Does your team understand the difference between scandal and controversy? Stating a controversial opinion (the right way), can be powerful for your brand, while a scandal, or scandalous opinion, may damage it. Make sure your team is aligned on what is appropriate. 

• Reiterating your company’s ethics, missions, and standings. Intent and impact are two different things, and if a campaign’s impact doesn’t line up with what you believe in, don’t be afraid to backtrack and start over. 

Look ahead: 36 predictions for 2026’s social media marketing landscape

https://www.socialmediatoday.com/news/36-predictions-social-media-marketing-2026/802195/ 

TL;DR: Social Media Today recently published an in-depth article outlining 36 predictions for social media marketing in 2026, broken down by each platform’s area of focus. Major elements to look out for include the continuation of AI usage, a bigger push towards smart glasses, and a lot of experimentation with existing algorithms.  

Takeaway: It’s been quite the year for social media. Even though it’s an industry that’s no stranger to change, 2025 felt like a complete tonal shift. Between TikTok’s uncertain future in the U.S, the AI explosion, and the rise of smart glasses, it feels like we’re entering a completely new chapter of social media. If you haven’t started mapping out your 2026 strategy yet, now is a great time to read through this article to see what could be on the horizon, and get the creative wheels turning for next year. 

Consider:

• Adding a social platform to your strategy. Whether it’s Pinterest, TikTok, or even Snapchat, dabbling in something new could bring unexpected returns.

• Picking out the predictions that are most likely to happen, and brainstorming a few ways that your brand could take advantage of them. Take it a step further by mocking up some creatives that could go live the minute a change is implemented. 

• What are some of your predictions for next year’s landscape? What are some changes that you would like to see, and how would that impact your campaigns?

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What’s up team!?!?!

It’s officially Q4, we just had a full moon, and it’s 80 degrees in NY in October. Keep your tinfoil hats on everyone…who knows what’s coming! For the SourceCode team, it’s been a mad dash to bed in some new clients, hit homeruns for existing accounts, and show our prospective partners how a real comms team operates. It’s been amazing to see the grace and determination of both the US and UK teams as we quietly put together the BEST YEAR IN SOURCECODE history (Really, it’s not a big deal 😎).

Shameless plug. PRWeek highlighted us talking about how comms leaders can stop playing defense and start owning the marketing budget allocation process. Kevin’s out there shaping the conversation on AI and PR’s “agentic future.” And Giles just dropped a new piece on our Foresight Growth Strategy (he’s a smarty about these things). It's a smart look at where brands should be focusing to actually get ahead. Not bad for one week.

Oh yea, here’s some MEGA news…we signed Megaport. Check it in PRovoke’s coverage here. 

This week’s issue dives into how to stay human when the bots take over, how humor can make empathy hit harder, and why the best brands never forget who they are.

Let’s get into it, friends.

Greg & Becky

Embrace the next wave: ChatGPT is likely going to be the next advertising platform

TL;DR: OpenAI recently posted a job listing for a Growth Paid Marketing Engineer for ChatGPT. The new hire will develop internal tools for ad platform integration, campaign management, and real-time attribution, and will be part of the company’s new growth team. 

Takeaway: OpenAI has previously expressed interest in developing advertising capabilities within ChatGPT, and this new job listing clearly signals plans for an in-house marketing platform. It also points to the company’s broader plans for growth. The new engineer is expected to build the company’s ad-buying system (something that few companies do), giving OpenAI the ability to run marketing at scale without relying on external agencies. 

Consider:

• While we don’t yet know how the platform will support advertising, we do know that the chatbot’s tone is very conversational. Audit your ad copy and rewrite it as if it’s a ChatGPT prompt response.

• Prep your ad strategy so you can be ready the minute the marketing platform goes live. Getting your name out there early (before the platform becomes too saturated) will give you the best chance of high impression and conversion rates. 

• Or, take the opposite approach; building an internal infrastructure can have a major payoff, but can also be a major risk. See how some of the early players fare, and make room in the budget after OpenAI makes a few iterations and improvements.

Master the balancing act: Kraft Heinz artfully uses a growing concern to highlight product value

TL;DR: Maxwell House’s newest campaign is cynically rebranding the 133-year-old coffee label to “Maxwell Apartment,” an acknowledgment of the current tough economic climate. Customers can buy a year’s worth of the coffee on Amazon (which the brand is calling a “lease-long supply”) for less than $40. 

Takeaway: Kraft Heinz’s latest campaign proves that brands don’t have to be restricted to only highlighting positive cultural moments. Sometimes, a sensitive hot-button issue is the perfect way to make your audience feel heard, while also giving them a brief moment of respite. Maxwell House acknowledged a concern of many with a joke, and rather than leaving it at that, also offered the coffee at a discount and emphasized the product’s value.  

Consider:

• Honing in on a growing concern that you’re passionate about and aligning it with your brand. Whether it’s economic, environmental, or social concerns, what are three things your brand can do to help contribute to the world’s uncertainties? 

• Mixing empathy with humor in your messaging. It’s certainly a balancing act (make sure the humor doesn’t go too far), but sometimes the best way to address a problem is by laughing about it. 

• Keeping a pulse on what’s worrying your audience. Each generation faces issues that the previous ones didn’t, and knowing what they are will help you effectively develop campaigns such as this one.

Reinforce what works: Major AI startups are proving that brand identity will always be priority

TL;DR: Now that AI is well established after its explosive growth, major startups like OpenAI, Anthropic, and Perplexity are ramping up their marketing efforts to build their brands and win over audience loyalty. In what’s now an extremely competitive market, now is the best time for AI-based companies to build distinct brands that resonate and emotionally connect with consumers.

Takeaway: This push of major AI companies putting serious dollars towards their marketing efforts proves that a product can only speak for itself for so long. Their campaigns are now less about “look at what this tech can do,” and more about “look how this tech touches everyday lives,” to give the product a more emotional edge. At some point, even the most revolutionary idea will need a brand identity if it wants to survive–and when your product is no longer differentiated, you have to figure out creative ways to make it unique and competitive.

Consider:

• How “personal” is your brand? These companies are leaning heavily into relatability and human context for their creative strategies. Can your audience relate to what you’re putting out there? 

• What are some ways to build trust with your audience? With AI comes a lot of skepticism, and marketers need to confront product fears head-on. Think about aspects of your product that your audience is wary of, and how you can address those concerns. 

• Is your brand’s mission clear? A strong mission, clear identity, and unique storytelling anchor are essential for standing out, especially in a saturated market. 

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Hey friends,

September has been a big month around here. We raised a glass at AMA’s “Marketing on the Rocks” (cheers to everyone who came out!), Kevin kicked off his AEO series, and Jordan brought us back the goods from Finovate. Oh — and no big deal — SourceCode was just named to PR News’ Agency Elite Top 120 list. That’s two years running we’ve been recognized among the best in the biz. 

Shameless plug: if you haven’t already, check out Kevin’s latest piece on how algorithms are reshaping PR,  it’s basically required reading for anyone trying to future-proof their comms. 

On a personal note, we also celebrated SourceCode UK’s 2nd birthday (with plenty of baby pics to prove we’ve glowed up). And with Adweek NY around the corner, our crew is already mapping out where we’ll be. Drinks are on us if you’re in town.

Let’s get into this week’s mix: brand mashups that shouldn’t work but do, fast food’s AI takeover, and why JCPenney thinks laughter might just sell more sweaters.

Becky & Greg

Go out on a limb: Brands are creating unexpected partnerships to break through the noise

TL;DR: Brand crossovers are nothing new, but historically, they were typically cohesive. Recently, there’s been an uptick in crossovers that seemingly don’t make sense, like Heinz Ketchup and Kate Spade, Urban Outfitters and Chipotle, and Tevocas and Chili’s. 

Takeaway: Partnering with another brand is a great way to increase your exposure to new audiences, enhance your brand credibility, and gain buzz and attention that drives organic and media conversations. However, like most successful marketing strategies, crossovers are becoming saturated and overdone. Developing partnership campaigns now requires a bit more innovation, creativity, and experimentation if you want your brand to break through the noise. 

Consider: 

• Going through old partnership requests you may have previously rejected due to ‘misalignment.’ Are there any unique opportunities for a unique collaboration? 

• Many of the crossovers mentioned in the article involve merch drops, co-branded packaging, or limited-time pop-ups that create urgency. How can your brand turn a partnership into a cultural event that drives social sharing and repeat impressions?

Supercharge your marketing: How AI is transforming fast food giants like Taco Bell

TL;DR: Yum Brands has developed what they call an “AI factory” for its digital marketing, generating personalized communications powered by AI and consumer data. The early results are strong: more than 200 million AI-generated touchpoints recently, and in many cases, a multiple-fold improvement in ROI vs what was done conventionally.

Takeaway: It’s no secret that AI is here to stay, but when used correctly, it’s nothing to be intimidated by. In fact, this move from Yum Brands underscores a growing trend: major companies are treating AI not just as a tool, but as core infrastructure. Yum’s strategy highlights the importance of owning data pipelines and integrating AI into campaign workflows rather than relying solely on vendor tools. It also points to a future where in-house AI capabilities become as essential as media buying or creative development, because the advantage lies in speed. 

Consider:

• Evaluate your data ownership. If your data lives in silos (CRM, ESP, analytics platforms, etc.), are there ways to integrate and standardize it now, to create the foundation for AI-driven personalization later?
  

• Reframe AI as infrastructure, not a plug-in. What are some ways that AI could underlie your entire marketing workflow? Think creative production, audience targeting, or performance measurement. 

Lead with humor: JCPenney is leaning on comedy to acknowledge economic uncertainty during the holiday season

TL;DR: JCPenney is getting a head start on its holiday marketing campaign by rolling out the third season of its “Really Big Deal” show, which premiered on Amazon Prime on 9/11. Each week, the episodic program will feature a stand-up bit from a comedian revolving around a new deal that JCPenney is promoting, and will run through Christmas. 

Takeaway: In a season where every retailer is vying for attention, JCPenney is betting on levity to build an emotional connection. Humor in advertising isn’t new, but using it to reframe value shopping makes the brand more approachable and memorable. What’s especially important here is how tone can act as a differentiator, especially when price and promotions aren’t enough. Humor not only drives awareness but can soften a brand’s image, making it more shareable across social channels where comedic content is the most popular type of short-form content.

Consider:

• If your brand is entering a noisy seasonal market, how can tone give you an edge? Testing tone-driven creative on social first can help you find what resonates before scaling it across channels.

• How can your campaign mechanics become a talking point in themselves? Naming promotions creatively or framing discounts in an unexpected way can generate earned media and make your offers stick in consumers’ minds.

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Hey crew,

Mystery boxes. Millennial cringe. Cracker Barrel’s identity crisis. What a week. Brands are out here reminding us that anticipation is still the ultimate marketing drug. People love the dopamine hit of the unknown. They crave sincerity when culture feels over-produced. And they will roast you if you scrub your brand so clean it has no soul left.

The through line is simple. If you do not control the story, the story controls you. The best brands are not just reacting to culture, they are bending it. They are keeping people leaning forward, waiting to see what is next.

We are leaning into that same energy, especially in the UK where foresight is quickly becoming the power play. You do not need fancy tools to start. Just make space each week to scan the horizon. Spot the weak signals. Anticipate instead of react. Do that long enough and suddenly you are not chasing the moment. You are defining it.

Shameless Plug: we are hosting a London breakfast where foresight takes center stage. If you are around, hit us up and we will save you a seat.

See you on the dance floor.

Becky and Greg 

Experiment with anticipation: Top brands are seeing major benefits with the “mystery box” trend

TL;DR: Major brands like Le Creuset, Labubu, and Cava are tapping into the serotonin boost that never ages; opening presents. “Mystery boxes” are having a moment as consumers are increasingly buying more items without exactly knowing which product, or variation of the product, they’re going to receive.

Takeaway: For these brands, this clever strategy is hitting the mark for several reasons. It taps into the dopamine rush of surprise and delight, which in turn can encourage repeat purchases; it presents an opportunity to reach customers outside of their ICP; and it’s a creative and useful way to clear out older inventory at a lower price point. By framing the “unknown” as part of the experience, brands like Labubu and Cava are turning shopping into a game that consumers want to play again and again. In an era where differentiation is increasingly hard to come by, blind-box strategies offer a low-barrier way to stand out, build brand loyalty, and create a UGC campaign that practically works for itself.

Consider:

• How can you build mystery into your campaigns? If your brand doesn’t sell a physical product, is there merch, branded snacks, or gift cards you could include in your purchases? 

• How can you strike a balance between making the experience feel rewarding and fun, rather than exploitative and overdone? 

• What are some ways to innovate this strategy as it evolves, to ensure the novelty always remains relevant?

Take back the narrative: Why leaning into “Millennial cringe” could foster sincerity

TL;DR: Brands like Crocs, Duolingo, and Taylor Swift are leaning into the sincerity and nostalgia-infused, “Millennial cringe,” a previously mocked aesthetic by gen Z. In a time where audiences crave emotional honesty and cultural fatigue, when executed correctly, such campaigns can meaningfully resonate.

Takeaway: Embrace your cringe; but only if it feels authentic. The same earnestness that we once saw in early 2000s branding is now resurfacing as a cultural asset. These top brands are proving that leaning into the awkward side of themselves can have major payoffs. As Gen Z ages out of the teen/early 20s age bracket, their maturity gives brands the green light to diversify tone, flexing empathy and nostalgia when it aligns with who they are.

Consider:

• Which generation or generations make up the majority of your audience? Consider incorporating cultural moments from their youth that align with your brand to use as leverage in your campaigns.

• How can you stay flexible, but genuine? Have fun experimenting with irony, nostalgia, and earnestness in a way that’s authentic to your brand. 

• If you’ve been around for awhile, audit some of your oldest content. Is there anything you can resurface or revamp as a “throwback” that your audience would love to see again?

Act, react, & respond: Lessons learned from Cracker Barrel stripping its identity of “what mattered” 

TL;DR: Earlier this summer, Cracker Barrel revealed an updated, modernized logo that removed the old man and barrel, leaving a simpler, cleaner design. The intention was sincere, but the backlash was so intense and immediate, that the chain restaurant felt they had no other choice than to backtrack and reverse the damage. 

Takeaway: Don't dilute your soul in the name of clean design (and definitely don’t do it abruptly). Cracker Barrel’s recent logo overhaul is a textbook misstep: while the clean typography and streamlined visuals might perform well on apps and avatars, they stripped away what made the brand resonate most with its audience; its emotion, warmth, and the comforting figure of Uncle Herschel. The company put the desire to attract younger, digital-native audiences over the need to foster their current following with a slower rollout, or even a pulse check, which inevitably backfired.

Consider:

• Test before you trim the heart out. If you’re planning on a rebrand or refresh, make sure you perform some sort of brand equity research to ensure you understand what your loyal audience cherishes before modernizing. 

• If your brand has symbols or figures that carry meaning, treat them with care when making rebranding decisions.  

• Are you able to explore dual paths for growth? How can you keep your heritage experience appealing while exploring modern expressions elsewhere? 

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