Great fall marketing moves away from the clichés of pumpkin spice lattes and sweater weather (which are great but heavily overused). The marketing moves that actually work are the ones that stay authentic to their brand even as the seasons change. But if you’re interested in some pointers and tips that work this season, I’ll walk through some campaigns that have caught my eye.
Authentic to the Brand
This fall, social media was taken over by the “Anthropologie rock” trend — a prank where people pretended to buy pricey “Anthropologie rocks” they’d actually picked up outside. The joke poked fun at the retailer’s famously steep prices but also underscored something real: For many shoppers, buying from Anthropologie is more about the brand than the product itself, especially in an era when dupes are everywhere. Rather than ignoring the joke, Anthropologie leaned in, posting playful videos and fake $1,000 rock listings that turned the meme into clever self-promotion — proof that humor can be a powerful branding tool.
Another campaign that stayed true to its identity was Bubble Skincare’s collaboration with Leighton Meester. In the campaign video, Meester quipped, “Premium skin care doesn’t have to be so serious to seriously work,” perfectly capturing Bubble’s playful approach to beauty. Known for its bright, youthful packaging — sometimes even called “childlike” compared to traditional skincare brands — Bubble has built its image around accessibility and fun. Meester reinforced that message with, “Looks can be loud and still deliver results.” The partnership highlighted Bubble’s authenticity: its products are effective, even if its branding refuses to take itself too seriously.
Nostalgia
Ads that tap into nostalgia for 2000s TV shows have seen great success this fall, with buzz around them building online. One standout example is Panera’s collaboration with Gilmore Girls actors Jared Padalecki (Dean Forester) and Matt Czuchry (Logan Huntzberger). The campaign leaned into fall nostalgia tied to their characters while also highlighting the cozy comfort of soup. The script was smart, making the soup feel relatable to the personalities of these characters and perfectly timed for the Gilmore Girls fandom, which peaks every fall.
Arby’s also played into nostalgia by featuring Nicole “Snooki” LaValle and Jennifer “JWOWW” Farley from Jersey Shore. With a recent rise in viewership of the series, this ad felt timely and relevant. Collaborating with stars from a show that defined the 2010s helped Arby’s connect with audiences through shared memories and humor, even though the show is off the air and has been for years.
Cozy Relatability
The GAP x Gwyneth Paltrow and Apple Martin campaign tapped into the warmth of mother-daughter relationships, celebrating the timeless ritual of daughters “borrowing” their mom’s vintage clothes. With taglines like “One collection. Two generations” and “Classics made to wear and share for generations,” the campaign leaned into nostalgia and everyday familiarity. It felt intimate and relatable, echoing the resurgence of ’90s fashion — often rediscovered straight from mom’s closet.
Takeaway for Marketers
Each of these campaigns worked because they didn’t chase trends — they used them. Whether through humor, nostalgia or warmth, the brands built connection without losing their voice. It’s a reminder that great seasonal marketing doesn’t have to reinvent your brand — it just has to reframe it in a way people actually want to engage with.
