Marketing is changing fast, and brands that want to stay relevant have no choice but to evolve.
In 2025, the most successful brands aren’t just launching products—they’re executing brand activations that create experiences customers remember. They’re making people feel something, turning everyday launches into cultural moments that drive engagement, loyalty, and sales.
In this series we break down the most talked-about brand activations of 2025—pop-ups, collaborations, and product drops that are shaping marketing right now.
So, what’s making waves lately? Let’s dive in.
Charlotte Tilbury x Abbode: A Beauty Brand Activation That Made Gifting Personal
What They Did:
Charlotte Tilbury and Abbode teamed up for a beauty-meets-fashion brand activation just in time for Valentine’s Day.
Picture this: a kissing booth where customers apply their favorite lipstick, leave a kiss on paper, and have it embroidered onto a custom clothing piece. Even better? They could add their own handwriting for a personal touch—turning a simple product into a sentimental, shareable experience.
Why It’s Smart:
👄 They made the product interactive – This wasn’t just a "shop and go" event; customers actively participated in creating something personal.
👄 They tapped into sentimental gifting – The experience focused on self-expression and emotional connection, two key drivers for female consumers.
👄 They blended beauty and fashion seamlessly – Merging industries expands audience reach and engagement.
Heels Make Deals’ Take:
This is a masterclass in experiential marketing strategies. The more people engage with a product, the stronger the emotional connection.
💡 Ask yourself: How can you turn your product into an experience customers want to talk about?
Sources:
https://www.instagram.com/shopabbode/p/DFDnlxsOtil/?img_index=1
https://www.instagram.com/p/DFSof91u73W/?img_index=1
Dunkin’ x Sabrina Carpenter: A Brand Activation That Tapped Into Pop Culture
What They Did:
Dunkin’ didn’t just pick a random celebrity for this collab—Sabrina Carpenter was already having her ‘espresso moment.’ Her song Espresso was a viral hit, making her the perfect face for a Brown Sugar Shaken Espresso collaboration.
Instead of a basic endorsement, Dunkin’ turned it into a full-blown activation. They launched a playful ad campaign titled "Shake That Ess'," directed by Dave Meyers and produced by Artists Equity, the company founded by Ben Affleck and Matt Damon. To amplify the moment, they introduced a viral soundtrack and dance challenge, tapping into TikTok culture and encouraging fans to "shake" in their own way. The campaign spread quickly across social media, with both influencers and fans jumping in, turning the drink into a trending sensation that reached far beyond Dunkin’s core audience.
Why It’s Smart:
☕️ They didn’t force the connection—her song was already a hit – The collab felt authentic, not manufactured.
☕️ They tapped into fandom marketing – Sabrina’s fans drove organic buzz, expanding Dunkin’s reach to a younger audience.
☕️ They used TikTok dynamics to fuel virality – A trending sound + a fun, easy-to-replicate movement = instant shareability.
Heels Make Deals’ Take:
This is how you turn a simple product into a movement.
💡 The best brand activations aren’t forced—they tap into cultural moments that are already happening.
Sources:
https://news.dunkindonuts.com/news/winter-2025-menu
Rhode Peptide Lip Treatment: The Power of Pre-Launch Hype in Beauty Marketing
What They Did:
Rhode’s Peptide Lip Shapes campaign proved that pre-launch anticipation is one of the biggest marketing trends of 2025.
Hailey Bieber teased the product for months, building excitement before it even launched. The campaign leaned into ‘90s supermodel aesthetics, featured a diverse cast, and introduced a fitness-inspired shade lineup, with names like "Lift," "Press," and "Balance."
The product itself? Not just makeup—it’s skincare-infused lip treatment, offering both aesthetic and functional benefits.
Why It’s Smart:
🔥 They built anticipation – A well-executed pre-launch strategy ensured customers were ready to buy the moment it dropped.
🔥 They blended beauty with function – It’s not just a lip product; it’s a skincare-meets-makeup hybrid.
🔥 They listened & adapted – Partnering with influencers like Golloria ensured inclusivity and accessibility.
Heels Make Deals’ Take:
Marketing today isn’t just about what you sell—it’s about how you launch it.
💡 If your audience isn’t excited before your product drops, you’re already behind.
Sources:
https://www.instagram.com/p/DFN0elEuywu/?img_index=1
https://www.instagram.com/p/DFN0uPGuX14/?img_index=1
Zara Ski Pop-Up in Verbier: Selling the Lifestyle, Not Just the Clothes
What They Did:
Zara turned the luxury ski destination Verbier into an exclusive shopping experience, blending high-fashion ski gear with the alpine lifestyle. The pop-up wasn’t just a store—it was an aspirational moment, complete with a hot chocolate bar and winter-chic ambiance.
Why It’s Smart:
🎿 They leveraged the right location – Verbier is synonymous with luxury and exclusivity, reinforcing Zara’s positioning.
🎿 They sold an entire experience – Customers didn’t just shop; they stepped into a lifestyle moment.
🎿 They created scarcity & exclusivity – A pop-up store strategy builds urgency and desire.
Heels Make Deals’ Take:
Your brand isn’t just what you sell—it’s where and how you sell it.
💡 If you make people feel like they’re stepping into a lifestyle, they’ll want to buy into it.
Sources:
https://www.shopdropdaily.com/post/zara-ski-pop-up-space-verbier-switzerland
https://fashionunited.de/nachrichten/einzelhandel/zara-eroffnet-pop-up-store-in-schweizer-skigebiet/2025021260240
Glossier’s Black Cherry Gloss: Nostalgia + Organic Buzz = Magic
What They Did:
Glossier’s limited-edition Black Cherry lip gloss took over Instagram, blending bold visuals, nostalgia, and authenticity.
They leaned into ‘90s and early 2000s beauty nostalgia, with influencers and fans hyping the drop through organic buzz.
Why It’s Smart:
🍒 They tapped into nostalgia – Familiarity breeds connection. The campaign made customers feel something personal.
🍒 They balanced influencer + organic buzz – Instead of just paying influencers, they got real fans genuinely excited.
🍒 They created exclusivity – Limited drops create urgency, making people want the product even more.
Heels Make Deals’ Take:
Not all hype is manufactured.
💡 If your audience genuinely loves what you do, they’ll market it for you. The key? Tap into shared emotions, cultural moments, and nostalgia.
Sources:
https://www.glossier.com/en-pl/pages/black-cherry
https://www.instagram.com/p/DE0ZGqySrDx/?hl=en
https://www.instagram.com/p/DE0ZGqySrDx/?hl=en
https://www.instagram.com/glossier/reel/DEFnO6ZxIVv/?hl=en
What’s the Big Lesson Here?
Brands that win in 2025 aren’t just selling products; they’re executing brand activations that spark emotion, connection, and community.
✔ Make it interactive – People remember experiences more than products.
✔ Create anticipation – A great product without a strong pre-launch strategy is a missed opportunity.
✔ Leverage lifestyle branding – The strongest campaigns sell a feeling, not just a product.
✔ Tap into nostalgia – People connect with what’s familiar.
✔ Think beyond the product – Your marketing should make people feel like they’re part of something bigger. And that starts with building a strong relationship with your audience. Here’s how to strengthen your brand-customer connection in five key steps.
Final Thought: Marketing Trends 2025 = Creating Moments That Last
If you’re not creating a moment, you’re just selling. And in 2025, that’s not enough.
So next time you plan a campaign, ask yourself:
💡 “How do we make this an experience people remember long after the product is gone?”
Because when you create a moment, you create a movement.
No comments.