Burrito-proof beauty so nice, they had to do it twice.

Last year, Chipotle and Wonderskin Beauty came together in an unexpected collab to create a “Lipotle” lip stain, which sold out in a week and drew more than 10,000 emails, posts, and comments on both brand’s channels asking for more.

A year later, the two brands answered the call from customers, offering 30,000 products, three times as many as last year, and selling out in less than a week. The relaunch generated more than 41 million social impressions, 282,000 earned social engagements, and 3 billion earned media impressions, according to Chipotle’s internal figures.

Stephanie Perdue, VP of brand marketing at Chipotle, told us that Lipotle was ultimately more about storytelling and driving conversation than sales.

“It’s been incredible and a testament to a collab that has increased the relevancy of both brands for a specific audience,” she said.

Continue reading here.—KH

It’s the most wonderful time of the year—the start of the NFL season, and the ad campaigns that come with it.

Bud Light, the official beer partner of the league, keeps its football marketing efforts turned on year-round, according to Bud Light’s SVP of marketing Todd Allen, but a major moment like opening day on Sept. 4 called for a fresh campaign.

“This is my favorite time of year,” Allen told Marketing Brew. “It’s go time for Bud Light.”

The brand’s latest work, which rolled out Thursday, features an ad starring longtime partner and football legend Peyton Manning, as well retail and experiential components meant to double down on Bud Light’s presence “wherever our fans are” through the upcoming season.

He chutes, he scores: Bud Light is kicking off its campaign with an ad called “Parachute” that’s meant to deliver on the brand’s usual humorous approach to content, according to Allen. The ad opens on a shot of a can of Bud Light being cracked open at a football game, followed by Manning parachuting into the stadium. As he descends, he spots a glass of Bud Light and calls one of his famous “Omaha” audibles, changing directions to head toward the beer, which turns out to be a billboard.

The spot reflects “the great lengths that our fans go to for their favorite team and for their favorite beer,” Allen said, and is aimed at celebrating that passion while ideally getting a chuckle out of audiences by taking the concept to the extreme.

Read more here.—AM

SEO is pushing 30, and another upstart acronym could be coming for the search discovery throne—GEO, or generative engine optimization.

As consumers are increasingly utilizing large language models like ChatGPT—72% use these tools regularly, per Accenture—they’re often using them for product recommendations, making these engines “the new influencers," and creating the need for brands to make themselves visible.

While the tools are new, they’re quickly gaining momentum. The traffic AI sources are driving to retailer websites has risen 1,200% between July 2024 and February 2025, per Adobe Analytics, and grew 3,300% year over year during Amazon’s Prime Day event last week. For generative AI users, 18% say it’s a top tool for purchase recommendation, behind only physical stores and ahead of social media, according to an Accenture survey.

And the engines themselves are leaning into commerce. In April, OpenAI added shopping options assisting consumers in product research through ChatGPT, while Perplexity and PayPal linked up in May to power in-chat shopping.

“It’s going to change the way people shop,” Jill Standish, global retail lead at Accenture, told Retail Brew—and retailers and brands may need to shift their marketing strategies to keep up.

Continue reading on Retail Brew.—EC

Busy marketers, rejoice: The Refill delivers top Marketing Brew stories in a breezy, AI-voiced format that fits into your day. Today, get a rundown on redlining limits in creator contracts, hear about the impact of the “quiet ad” from brands like Calm and Angel Soft, and check out Google’s new personalization features for retail ads.

Catch the latest episode on Spotify, Apple Podcasts, or wherever you get your audio media.

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• Vice President, Marketing and Innovation at a food manufacturer (hybrid)
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Stories we’re jealous of.

• The Wall Street Journal looked into WeWork’s pivot from marketing itself as a tech company to a real estate company post-bankruptcy.
• 404 Media reported on the ad tactics ICE aims to use to “dominate” digital media and recruit Gen Z employees.
• The Hollywood Reporter dug into the reasons behind podcast studio Wondery’s break-up and what it says about the state of the podcasting industry.