February was packed with standout marketing moments, from brand collaborations to viral stunts that got everyone talking. Here’s our pick of the most creative and effective campaigns from last month.
Cadbury is redefining how we think about sharing chocolate. Their new packaging design divides the bar into sections that humorously acknowledge different levels of effort in group dynamics. For example, the person who ‘booked the flights’ gets the biggest chunk, the one who ‘arranged the hotel’ gets a slightly smaller piece, and the person who ‘just showed up’ gets the smallest bite.
This playful take on sharing resonated with audiences, capturing the relatable moments of finding a chocolate bar that perfectly matches with friend group dynamics. It’s a clever mix of humour, product design, and social insight – proof that packaging can be more than just functional.
IKEA took a playful and unexpected approach to promoting their mattresses by sending out a “U up?” text to customers at 2am. Those who replied received a 15% discount on a new mattress – because let’s be honest, if you’re awake at that hour, you probably need better sleep.
This campaign was simple, witty, and incredibly effective. By engaging customers at a time when the need for their product was most relevant, IKEA ensured maximum impact while adding a fun, relatable touch to their marketing.
When Selena Gomez’s beauty brand Rare Beauty joined forces with Jennifer Aniston’s haircare line LolaVie, they created the ultimate Galentine’s celebration. This exclusive influencer event featured sneak peeks of upcoming product launches, interactive beauty-blush photobooths, and a cosy movie night, making for an unforgettable evening of glam and self-care.
This campaign cleverly blended product promotion with a feel-good, friendship-focused experience, reinforcing both brands’ values of self-love and empowerment.
The internet was in shambles when Duolingo’s infamous green owl, Duo, appeared to ‘die’ suddenly. Social media erupted with theories, memes, and even playful accusations from other brands blaming each other for the owl’s apparent death. The unexpected move sparked massive engagement, with users flooding back to the app to investigate.
Then, in true Duolingo style, the owl made a dramatic ‘resurrection’, cementing the whole stunt as one of the best viral marketing moves in recent months. Whether it was a calculated ploy to bring back inactive users or just a bit of fun, it worked, and it had everyone talking.
Bumble took their signature yellow branding to the streets of Barcelona, teaming up with GoodNews Coffee to create motivational moments for runners at the Barcelona Half Marathon.
From handing out fresh coffee and flowers to waving encouraging signs, Bumble positioned itself as a brand that supports long-term commitment – not just in relationships, but in all areas of life. The ‘In It for the Long Run’ tagline tied in perfectly with both the event and Bumble’s core message of building meaningful connections.
From viral moments to heartfelt campaigns, February has been a fantastic month for marketing innovation. Which campaign stood out to you the most? Let us know!
