The best type of marketing…
There’s marketing, and then there’s the kind that doesn’t feel like marketing. The kind that sneaks up on you, sparks curiosity, and becomes part of your everyday story. In New York City this summer (which has barely even started) we saw three brand moments that weren’t just campaigns - they were nuanced and were intended to start conversation organically - no logos or sponsored posts involved.
1. Aperol Spritz “Orange Parade”
Imagine walking through Williamsburg and spotting a CRAZY splash of random people with orange cocktails. Obviosly, we know it’s an Aperol Spritz. The brand knew their iconic orange drink would make enough of an impact to not require a logo. 100 people casually strolled with Aperol Spritz in hand a few days ago in NYC. It wasn’t a bar or billboard—it was a spontaneous summer parade.
That’s experiential marketing at its best. Super playful, shareable online, and utterly in sync with a warm afternoon in NYC.
2. Jonas Brothers Biking/PediCab Through Manhattan
Featured on deuxmoi Instagram account
This literally happened yesterday (or maybe today), the Jonas Brothers roll silently through Greenwich Village on vintage-style pedicab, dressed-down and blending in like locals. No press releases, just people with Iphones catching Joe pedaling past. They weren’t on their phones and were basically stoic the entire time. This was either done for some sort of ad or press event. I suspect it was for pure PR for their upcoming stadium concerts (who the All American Rejects are opening for). Yes - I’m considering buying tickets.
Fans went crazy online, picking apart every frame and theorizing - is it a video shoot, a surprise concert, or just a promo?
The un-announced approach tap‑dances right into fans’ FYPs, making it feel authentic rather than ad‑driven.
Video was posted by Deuxmoi, an infamous celeb gossip Instagram account (the modern day PC Perez Hilton)
I think this move was intentional by the Jonas Brothers, another layer of them understanding their fan base (mostly women, aged 25-35).
Well done, Jo Bros. Well done.
3. Charli XCX’s “Brat Green” Wall in Brooklyn
Photo featured on Reddit.
This one’s genius: a massive billboard-sized wall painted in the electric, now iconic, shade known as “brat green,” with evolving text.
Starting early May 2024, Charli and her team had murals/messages tied to her Brat album, live‑streamed the mural builds, and created a site for fans
The wall evolved - first “brat,” then album lyrics, then “ok, bye!”—and each change lit up TikTok, Instagram, and news outlets.
Recently, the wall came back again, marking the “forever <3” message at the one year anniversary of Brat. Wow - she really is playing with the "tension of not going away.”
The entirety of the rest of this marketing release could be an entire blog, news segment, research paper, etc.
Man, what a marketing campaign. Her Brat album release will be a marketing case study for the ages. It’s a year later and this release marketing is still going… please give that team a raise. Miss XCX is singlehandedly bringing guerrilla marketing back. We love to see it.
✨The Education Part✨ What These Campaigns Teach Us About “Marketing That Doesn’t Feel Like Marketing:’
Integrate into real life
No digital overlays or pop-ups. Just living streets, public spaces, and organic, but still viral, moments.Let creativity breathe
Use color, texture, and mood to make experiences that feel like culture, not ads. All of the above mentioned events were IRL and felt authentic… this is the type of marketing that specifically caters to a newer generation that is way too familiar with traditional forms of advertising. Making anything feel real or organic is a win.Fuel the social flames—don’t chase them
Each of these sparked fans, influencers, and media to run with it, dragging the brand along. All free of charge, by the way.Shift the narrative slowly
Changes over time - like Charli XCX - she took the same medium and added new messaging. This idea keeps her audience hooked longer than a single burst campaign.
Wrap-Up: Why This Matters
My favorite kind of marketing is the kind that feels real. It moves like life, not like an ad. Building brand moments that unfold naturally and authentically is what takes a brand from just “seen” to remembered.
There’s a reason I was obsessed with the Jonas Brothers at 12 and still find them completely relevant in 2025. In a world where everyone is chasing authenticity — whether through influencer marketing, partnerships, or out-of-home campaigns — the brands that actually feel genuine are the ones that cut through.
These campaigns prove that when done right, marketing doesn’t have to shout to be effective. It can walk, bike, or paint itself into the culture - and the followers people will follow.
