THE BOLT: Brand Comebacks, Collabs & Launches That Are Getting It Right
- London Buddin
- Aug 3
- 4 min read
Updated: Aug 4
From viral collaborations to surprise launches, celebrity partnerships, and iconic brand revivals, July was packed with all the marketing news that captured attention and sparked conversation.
The Power of Love
An unforgettable proposal took place on July 1, when climbers Angela Nikolau and Ivan Kuznetsov raised a flag reading, "When the power of love beats the love of power, the world knows peace," the moment quickly captivated the internet.
What followed wasn't celebration. It was imitation.
Brands began recreating the image with AI, replacing the flag's message with their own campaigns. Audiences quickly called out the lack of originality, criticizing brands for turning a meaningful moment into self-promotion. One brand stood out: Duolingo. By leaving the original quote untouched, it earned praise from users, with comments like, "Finally a company that doesn't change the message on the flag."
Sometimes the smartest marketing move isn't changing the conversation. It's respecting it.
Angela Nikolau & Ivan Kuznetsov / Duolingo
Mind the GAP.
Gap's turnaround continues to be one of retail's strongest comeback stories. Since appointing new leadership, the brand has steadily rebuilt cultural relevance through a clear creative vision, strategic celebrity partnerships, and consistent storytelling.
Its latest collaboration with Hailey Bieber feels like another smart move. Bieber has built an incredibly influential personal brand—Rhode products routinely sell out, her Erewhon smoothie became a cultural phenomenon, and her fashion influence continues to shape consumer trends. Her partnership with Gap extends that momentum.
This campaign also builds on several years of successful cultural marketing. Collaborations featuring Troye Sivan, Tyla alongside Jungle, and KATSEYE have helped position Gap back in the center of fashion conversations. KATSEYE's denim campaign, in particular, generated significant discussion last year, proving the brand understands how to create moments that extend well beyond traditional advertising.
Gap's recent success isn't about chasing trends—it's about consistently placing the brand where culture is already happening.
Hailey Bieber / Gap
Coca-Cola Streamlines
When legacy brands update their visual identity, the internet usually has opinions. We've seen the backlash before—from Gap's infamous logo redesign to Cracker Barrel's recent refresh.
Coca-Cola has taken a more measured approach.
Rather than reinventing the brand, Coke's updated brand system strengthens what people already recognize. Red and white remain the unmistakable foundation, while product distinctions become cleaner and more consistent. Coke Zero, for example, is now differentiated through a refined black accent rather than relying on an entirely separate visual language.
Even the world's most iconic brands need to revisit their systems. After nearly a decade without major updates, Coca-Cola's refresh demonstrates that consistency is just as important as creativity.
Coca-Cola
Ella Makes Us Blush.
Rare Beauty continues to prove that authenticity often outperforms star power.
In their latest campaign, breakout actress, Ella Bright, stars in an ad for the Soft Pinch Blush, built around the playful line that nothing makes her blush quite like Rare Beauty. The simple concept feels natural, charming, and perfectly aligned with the brand's personality.
The campaign quickly gained traction, earning over 1.8 million likes—and counting.
What's particularly interesting is Rare Beauty's long-term strategy. Outside of founder Selena Gomez, the brand has largely avoided relying on celebrity ambassadors. Instead, it selectively introduces emerging talent in ways that feel additive rather than promotional.
It's a reminder that audiences don't necessarily want bigger celebrities, they want brands that feel genuine.
Rare Beauty
Under Armour Gets Heated.
Under Armour is proving that product marketing doesn't have to take itself too seriously.
The brand recently announced François Arnaud as its newest global ambassador, capitalizing on attention he received earlier this year following Heated Rivalry, where audiences couldn't stop talking about his fitted Under Armour shirt.
The accompanying campaign for the brand's HeatGear line leans fully into that conversation. Rather than avoiding the internet's reaction, the ad embraces it with humor and self-awareness. Arnaud moves through an intense workout while both men and women openly admire him, culminating in a memorable moment where one admirer literally crashes into a trash can as he runs past.
The campaign works because it understands internet culture instead of fighting it. It's playful, confident, and ultimately keeps the product at the center of the story.
Under Armour
The Kardashian Update.
Few families understand branding better than the Kardashians.
Kim Kardashian's launch of Update, her new caffeine-free energy drink, showcases another expertly executed rollout. The campaign balances polished branding with self-aware humor, leaning into the public's long-running fascination with the Kardashian empire rather than avoiding it.
Instead of presenting Kim as an untouchable founder, the campaign allows her to laugh alongside the audience. That confidence transforms years of internet jokes into an advantage, making the launch feel surprisingly approachable.
Consumers don't necessarily expect Kim Kardashian to explain the science behind every ingredient—they expect her to stand behind products that fit her lifestyle. The campaign understands that distinction, positioning trust, aspiration, and personality ahead of technical expertise.
It's another example of a growing marketing trend: the strongest brands aren't trying to look perfect—they're learning how to feel human.
UPDATE / Kim Kardashian
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