THE BOBBIE BREW
A fresh pour of the best in creator marketing—served weekly.
Intro Sip
From the first major on the green to the first step into festival season, this week kicked off spring in a big way. But beyond the tentpoles, what’s standing is how brands are showing up in these cultural moments with intention — aligning with the right talent, building experiences that actually fit the setting, and creating content that feels like a natural extension of the brand vs. a forced fit.
As the calendar heats up, we’re taking a look at the brands doing it best.
Pour up, we’ve got a lot to cover.
Main Character Energy: Key Partner & Celebrity Campaigns
Poppi x Jake Shane
Poppi continues to champion creator-first storytelling by partnering with Jake Shane to spotlight its Shirley Temple flavor. Framed through a playful “first-class flight to flavor” narrative, the content leans into the creator’s signature humor and relatability. The campaign feels native to the creator’s voice, reinforcing Poppi’s strategy of prioritizing authentic storytelling over traditional advertising tropes.
Kettle One x Patrick Schwarzenegger
Kettle One taps Patrick Schwarzenegger to embody effortless “19th hole” sophistication, blending golf culture with a relaxed social ritual. His laid-back charm and lifestyle credibility make the partnership feel aspirational yet approachable. The casting aligns seamlessly with the brand’s premium positioning while grounding the campaign in a relatable social setting, turning a classic vodka serve into a lifestyle moment.
Stanley 1913 x Nelly Korda
Stanley 1913 continues its expansion into sport with professional golfer Nelly Korda, introducing a collection that bridges on-course performance with off-course style. The collaboration leverages Korda’s credibility and the growing cultural relevance of women’s sports. By partnering with an elite athlete at the intersection of sport and lifestyle, Stanley reinforces its evolution from utility brand to cultural mainstay while authentically entering the golf space.
Starbucks x Adrian Griner
Starbucks enlists Adrian Grenier in a campaign promoting its new Energy Refreshers, cleverly nodding to his iconic role in The Devil Wears Prada and the buzz surrounding the upcoming sequel. The partnership capitalizes on nostalgia and timely cultural conversation, demonstrating how entertainment tie-ins can elevate a product launch into a broader pop culture moment.
Kosas x Robert Rausch
Kosas partners with Love Island and The Traitors personality Robert Rausch to promote its Lip Pulse product, using a cinematic, close-up visual approach that emphasizes chemistry and intrigue. By casting a male reality TV personality in a beauty campaign, Kosas joins Sephora in disrupting the beauty category norms and tapping into fandom-driven engagement, expanding its reach to new audiences.
Lululemon x Min Woo Lee
Lululemon highlights professional golfer Min Woo Lee in a visually striking campaign centered on “swings, feels, and focus.” The minimalist, black-and-white aesthetic underscores discipline and performance while reinforcing the brand’s technical credibility. The campaign elevates athletic storytelling, positioning Lululemon as a serious contender in performance golf while maintaining its premium, design-forward identity.
Vuori x Tom Holland
Vuori announces Tom Holland as its newest partner, launching the collaboration with a short film titled Play It As It Lies. The narrative emphasizes resilience, mindfulness, and navigating life’s unpredictability-values that align closely with both Holland’s public persona and Vuori’s brand ethos. Rather than relying solely on celebrity visibility, the partnership builds emotional resonance through storytelling, signaling a long-term brand relationship grounded in shared values.
Boxed, Branded & Bookmarked: Influencer Seeding
Rhode: Rhode deliveries always seem to make noise – and this one started with a pop. The brand hand-delivered balloon-topped boxes, giving creators an interactive, confetti-filled unboxing moment.
Vaseline: Vaseline tapped into the beauty of everyday ritual, sending creators vanity-style kits filled with personalized skincare essentials.
Neutrogena: Ahead of their Coachella brand trip, Neutrogena sent creators pre-packed suitcases filled with festival essentials, positioning the brand as a must-have before the trip even began.
818 x Salt & Stone: 818 and Salt & Stone officially kicked off the festival pre-game. Creators received branded coolers packed with the duo’s recent collab alongside festival-ready essentials, leaning into golden hour energy ahead of the annual 818 Outpost at Coachella.
IRL, URL, OMG: Influencer Events
🎬 From Screen to Scene
The Testament Tea & Takeover: Hulu hosted a purple-coded creator tea party in NYC ahead of the April 8 release, with high tea, embroidery, and charm-making moments. The experience extended into a street takeover and rooftop cast event, bringing the world of The Testaments to life.
You, Me & Tuscany... & Carbone: Aperol hosted creators and cast at Carbone for a pasta-filled evening celebrating You, Me & Tuscany. The intimate dinner blended film promotion with a culturally relevant dining moment.
Airbnb x The Cottage: Airbnb hosted creators at the iconic cottage from Heated Rivalry in Ontario, now bookable on the platform. The stay turned a fan-favorite setting into a real-world experience, blending IRL travel with built-in cultural relevance.
Euphoria Season 3 Premiere: Creators joined talent on the carpet for the Euphoria Season 3 premiere, stepping into both host and guest roles.
✨ Stunning Settings
Malbon Home Champions Dinner: Malbon Home hosted a Champions Dinner at the Malbon House in Augusta, alongside Ace Members Only, Dwyane Wade, and Zaire Wade. The intimate gathering brought together creators and tastemakers for a golf-inspired evening centered on community and culture.
The Sentimentalist Launch: Pamela Anderson partnered with Olive Ateliers on a romantic rattan collection inspired by her Vancouver Island farm, and hosted creators and media to a beautiful, atelier inspired event to celebrate the April 8 launch.
Panera Salad Sutffers Dinner: Panera brought creators together for a multi-course dinner celebrating its new salad stuffers, with one standout detail: a chandelier made of baguettes.
📓 Education is the New Activation
The Face Shop Dinner: K Beauty’s The Face Shop hosted an intimate dinner at 1 Hotel LA, spotlighting its Rice Water collection and upcoming lip mask launch. From cherry blossom tablescapes to custom cocktails and Bojagi gift bags, the night leaned into elevated detail and meaningful connection.
Supergoop Masterclass: Supergoop hosted a creator masterclass in NYC spotlighting its Unseen Sunscreen SPF 50, bringing product education to life through an interactive, IRL setting. The event focused on hands-on discovery, from texture to application.
Biodance Masterclass: Biodance also hosted a creator masterclass in NYC, blending founder storytelling with new product testing and hands-on skincare application. From product education to perfectly lit content moments, the event struck a balance between learning and shareability.
Rare Beauty Fondation Launch Party: Rare Beauty brought creators together for a major launch event celebrating its new True to Myself Natural Matte Longwear Foundation at Sephora. From meeting Selena Gomez to testing all 48 shades IRL before partying the night away, the night blended product discovery with high-energy, community-driven moments.
Checked Bags & Branded Bliss: Influencer Trips
White Fox Boutique X Coachella: White Fox Boutique elevated the Coachella experience for creators by offering an exclusive Starstruck Festival styling suite. Upon arrival, influencers were whisked to a shared accommodation complete with a variety of festival-ready goodies and rooms filled with fashion from the brand’s latest collection. Creators had the chance to shop and gear up for the festival, ensuring they looked the part while capturing content throughout the weekend.
JSX X Coachella: JSX Airline redefined festival transportation by flying influencers to Coachella in style on private jets. Upon boarding, creators were greeted with personalized gift bags filled with skincare, branded merch, and other exclusive items, making the journey itself an unforgettable experience.
La Croix X Coachella: La Croix brought creators to Palm Springs for an unforgettable Coachella weekend, ensuring their villas were stocked with a variety of refreshing beverages and an exciting new flavor launch. The creators’ rooms were packed with goodies, from skincare essentials to custom-branded clothing, providing everything needed to stay refreshed and stylish.
Drink Love X Coachella: Drink Love continued the luxurious Coachella travel trend by sending creators on a private jet to the festival and treating them to a shared villa filled with their product, wellness goodies, and exclusive swag. This seamless blend of luxury travel and wellness-focused gifting ensured the influencers were ready for a weekend of both relaxation and excitement.
Final Pour
Consider this spring’s opening act. The calendar is filling up, and the pace isn’t slowing down. From desert drops to partnerships rooted in cultural moments, we’re keeping an eye on where brands go next — and how they continue to evolve the ways they show up.
Stay steeped,
Your friends at Bobbie