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Marketing Against the Grainยทยท4 min read
MarketingCulture
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AI Summary

Marketing Against the Grain analyzes The Devil Wears Prada 2 movie campaign as an example of the "Bring Back the Whimsy" trend. The campaign features exclusive merchandise including sunglasses, a limited-edition Runway Magazine, wine tumbler, and a viral red handbag-shaped popcorn bucket. The newsletter argues that authentic joy and fun, rather than trying to be cool, creates shareable content that cuts through noise.

Key Facts

โœ“The Devil Wears Prada 2 campaign succeeds by embracing the "Bring Back the Whimsy" trend with fun merchandise like a viral red handbag popcorn bucket
โœ“Authentic joy creates shareable content - audiences forward fun moments, not press releases
โœ“When briefing campaigns, ask what moment will make someone smile, share, and return for more rather than trying to be cool

Author Takes

BullishMarketing Against the Grain

Whimsical marketing

The internet doesn't need more content, it needs more joy - brands that embrace authentic whimsy will cut through noise

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