Legacy Brands Set a New Tone for 2026

ADWEEK Benefit is a part of a brand new collection the place each month, our high editors interpret what occurred in every vertical and what it means for the long run.Challenger manufacturers like Liquid Demise and E.l.f. are recognized for culture-led advertising and marketing and collabs.This yr, legacy manufacturers additionally leaned into tradition and put their spin on it through the use of it to showcase their heritage, one thing upstarts simply don’t have.Take into account current advertising and marketing experiments from Johnnie Walker, Dove, Coca-Cola, Hole, and Delta, all of whom took to the stage at ADWEEK’s Brandweek occasion Atlanta occasion in November.In March, Dove guardian Unilever stated it will make investments 30% to 50% of its annual $9 billion advert price range in creator-led campaigns.