Ohana means family, and family means Spam.

The canned-meat product has long had a place on Hawaiian families’ dinner tables, and when the brand got the opportunity to partner with Disney on the recent live-action remake of Lilo & Stitch, a beloved tale of a Hawaiian girl and her adopted pet alien, it was a seamless fit, according to Dan Kubiak, senior brand manager of Spam at Hormel Foods.

As part of a campaign that rolled out in late April ahead of the movie’s release, the food brand released three specially designed collectible Spam cans that feature island-themed artwork and Stitch’s image, as well as a 15-second ad showing the food being used in Hawaiian-beloved dishes like musubi and fried rice, which also serves as a temptation for Stitch’s mischief in the ad. The ad is running across streaming and digital platforms in various formats through June 30, as well as on national TV, and since the campaign began, it has already garnered 3 billion earned media impressions.

“Hawaii is so special to the brand,” Kubiak told Marketing Brew. “This was just a great partnership for us to drive that authentic connection with our consumer base and really tell that story together within Hawaii.”

Continue reading here.—JN

Some sports sponsorships just make sense, like Reese’s and Angel Reese or Rao’s and Tommy DeVito. Add Bic Soleil and the Pro Volleyball Federation (PVF) to that list.

The razor brand served as the title sponsor of the PVF’s championship tournament, formally called the 2025 Bic Soleil Pro Volleyball Federation Championship, in Nevada in May. The deal came together in part because of a volleyball play called a “bic,” short for “back-row attack,” in which a player attacks the ball from the back of the court. Beyond the obvious synergy in the name, the play is a bit of a metaphor for the Bic Soleil brand, Karen Schwartz, global VP of blade excellence at Bic, told Marketing Brew.

“The bic is designed to surprise opponents,” Schwartz said. “You don’t see it coming, and that’s sort of like our Soleil razors. We’re a little bit understated. We don’t spend as much on marketing…as some of the other brands out there, but when women use a Bic Soleil, they love it.”

Plus, there’s no shortage of exposed legs and armpits in volleyball, “so the benefits of the product are on display,” she added.

While Bic Soleil’s deal with the PVF was exclusively focused on the championship this year, it’s part of a broader push into emerging women’s sports for the brand, and Schwartz said it might not be the end of Bic Soleil’s presence in volleyball.

Read more here.—AM

Wellness is big business—a $2 trillion business to be exact, according to the Global Wellness Institute. Now, a new survey by McKinsey that accounts for “six dimensions” of wellness—health, sleep, nutrition, fitness, appearance, and mindfulness—reveals many ways wellness is changing.

The survey—which included responses from over 9,000 consumers across countries like China, the UK, Germany, and the US—found that younger consumers have become pretty devoted to wellness over the past year.

With the US wellness industry worth about $500 billion in annual spend alone, according to previous McKinsey research, 84% of US customers from the survey said that wellness was a top or important priority for them.

• Among those, around 30% of Gen Z and millennials responded that wellness was “a lot more” important to them compared to a year ago.
• Meanwhile, 23% of older generations felt the same.

But while both Gen Z and millennials seemed to care about wellness the most, there were some stark differences in what it means to them compared with baby boomers and Gen Xers.

Continue reading on Retail Brew.—JS

Executive moves across the industry.

• Airbnb hired Rebecca Van Dyck, a former Meta, Apple, and Nike marketer, to serve as CMO, while Global Head of Marketing Hiroki Asai will shift into the role of chief experience officer, a newly created role at the company.
• Equinox tapped Tory Burch vet Bindu Shah to serve as CMO and chief digital officer.
• Uncommon New York named Mekanism alum Ana Sabarots its first CMO.
• Condé Nast hired Gale Partners’s former North America CEO Sophia Zhang as SVP of revenue marketing.
• Netflix hired Maureen Shepard from Margot Robbie’s LuckyChap to be director of its original series division.