Liquid Death puts Ozzy Osbourne's DNA into iced tea cans for wild shock marketing stunt

The battle for attention is fiercer than ever. The campaigns that break through aren’t just flashy. They’re authentic, timely, and built for social buzz. They tap into culture with fresh ideas, tell compelling stories, use emerging formats (like social video or AR), and inspire audience participation. In this round-up, we examine 27 recent innovative marketing campaigns examples of 2026, point out the trends behind them, and draw lessons for content marketers and agencies.

OpenAI launched ChatGPT’s first big brand push in 2025, and instead of leaning into the obvious “sci-fi future” angle, they did the opposite. The campaign highlighted relatable, everyday moments where AI can play a helpful role—like planning a trip, fixing a tricky recipe, or helping at work.

By showing ChatGPT in these warm, emotional contexts, the campaign repositioned AI from intimidating to accessible and human-centric.

Mattel partnered with Breakthrough T1D to design Barbie’s first doll with Type-1 diabetes. The doll came with realistic medical accessories like an insulin pump and continuous glucose monitor.

Beyond being just a product launch, the campaign involved input from real families affected by diabetes and was celebrated widely online for its representation and inclusivity. It was a moment of cultural leadership from a legacy brand.

Instead of sticking to digital ads, Axe transformed a regular bus stop into a giant arcade game. Commuters could literally play while waiting for the bus, turning a mundane urban space into a memorable brand touchpoint.

Photos and videos of the stunt spread across social media, giving Axe viral visibility far beyond the physical installation.

Heinz leaned into nostalgia and visual familiarity in its new campaign (per FamousCampaigns)Heinz leaned into its status as one of the most recognizable brands in the world with its “Looks Familiar” campaign.

The ads drew on the universal shape and color associations of Heinz products—like the ketchup’s iconic red hue and bottle silhouette—without always showing the logo. By playing with brand recognition cues, Heinz reinforced its place in culture while sparking conversation about how deeply ingrained the brand is in consumers’ minds.

​AAs the last season of Stranger Things premieres on Netflix, KFC is jumping into the excitement with a special limited-time collaboration. The campaign transforms KFC into “Hawkins Fried Chicken” (HFC), featuring a brave team of employees on a daring adventure through a town in turmoil—facing supernatural chaos and broken streets—to ensure Finger-Lickin’ Good chicken is delivered just when it's needed..

​Waitrose’s 2025 Christmas campaign, The Perfect Gift, breaks from the usual festive formula with a four-minute mini rom-com starring Keira Knightley and comedian Joe Wilkinson.

Their charming meet-cute over a block of Sussex Charmer cheddar sets the tone for a playful, self-aware story that feels more like a movie trailer than a supermarket ad.

It’s a clever blend of storytelling and product cues that helps the brand stand out in a crowded Christmas ad season.

​In a cheeky one-off stunt, singer Lewis Capaldi teamed up with Aldi for a surprise rooftop concert. The event included playful rebranding—Aldi temporarily became “Cap-Aldi”—and generated a flood of social shares thanks to its humor and unexpectedness. It combined music, celebrity, and retail in a way that felt fresh rather than forced.