Moody’s Marketing Round Up: June 2025

During our little summer break we attempted to scroll to the very end of the internet and we almost succeeded! Along the way, we’ve found some cool campaigns we want to share, as well as a couple of interesting social media highlights that are a bit more … fun. Let’s goooooooo!

Polaroid’s Go Analogue Campaign 

OK, we love our digital world, as you’ll see below, but first up is the smartest out-of-home campaign we saw this summer and it’s from camera giant Polaroid. Leaning into the concept of IRL vs virtual, this campaign sees photos you’d take during intimate moments with friends and family being “posted” around major cities with a call to live your life to the fullest. Aside from a couple of unsponsored social media posts on Instagram, Polaroid makes a real impact on consumers as they go about their day. 

Bodyform: Not Just a Period

If you feel uncomfortable and squeamish about this topic, we just don’t want to hear it! More than half the population deals with a period every month - mostly uncomplainingly - and people who get periods (and those who don’t) are often ill informed about this totally natural process. Bodyform’s choice to create an in-depth, global survey about periods shockingly showed that 51% of women+ only learned what a period was when they started their own and more than a third feel misinformed about how their bodies and periods actually work! 

The statistics are staggering for something that should be normalized, rather than hidden. So, bloody-good show Bodyform. 

Battle of the Blue Jeans or a Denim Eugenics War? 

Unless your head has been in the sand this summer - and who could blame you! - you’ve probably seen a lot of discourse about Sydney Sweeny’s jeans from American Eagle. The company stepped in it with this campaign featuring a stunning blonde, blue-eyed, woman talking about her good jeans/genes, ending the body-positivity approach to clothing we’ve been working towards since “Nothing tastes as good as skinny feels,” in the early 2000s. 

Now, our favourite responses to this misguided (at best) campaign were from Gap and Old Navy - which each have their own problems. Old Navy posted about offering the “jeans your other jeans warned you about,” featuring a woman of colour. Meanwhile, Gap produced an ad campaign featuring KATSEYE (an all-female pop group of varying skin tones), dancing with a diverse cast, all wearing denim, to the song Milkshake by Kelis (another woman of colour). Bonus points for the song choice, which includes the lyrics “damn right, it’s better than yours.”

What really nags though, is this wasn’t even an original idea from American Eagle. Brooke Shields starred in a Calvin Klein ad campaign in the 1980s with the same “good jeans” script. Spoiler alert: It didn’t go over well then either. 

Everybody Scream

As big fans of Florence and the Machine, we were so excited to hear about her releasing a single this August, to be followed by a new full-length album on Halloween. We were just as excited by the marketing the band’s team employed to get the word out. It started with a series of simple Instagram stories and posts of the titular Florence first digging a hole and screaming into it, and then just her ankles framed walking into a field. Fans immediately said, “yay! Florence is making a new video!”

But then the poster campaign dropped and it came with a Florence-ified, highly-styled map to find posters for the record throughout London. Cool right? So are the super-detailed and on-brand photos styled by frequent collaborator Autumn de Wilde which accompany the campaign. 

Other Bits and Bobs

• BIG ups to Camille Zapata, the digital director in Governor Gavin Newsom’s office. She and her team have been giving Trump a taste of his own medicine with hyperbole-filled Tweets in ALL CAPS and in all seriousness. (You didn’t think he was writing all those posts himself, did you?)

• A little social media news - it looks like TikTok is starting to limit posters to a maximum of five hashtags per post, so make them work for you! 

• The wacky, back-tracky rebrand and un-rebrand by HBO, and now Cracker Barrel is just wild! Seems a rebrand isn’t permanent these days. Any other examples of logo regression we’ve missed this summer?

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