Want to be a brand for the rich and famous, or one that fits the average consumer’s lifestyle? Many brands are looking to be both.

At a time when many people are scaling back on big purchases, yet aspirational content on social media continues to thrive, some more accessibly priced brands are positioning themselves as part of an aspirational lifestyle, while higher-end brands are positioning themselves as accessible to the masses. This summer, Delta Air Lines reportedly began positioning itself as a “lifestyle” airline, adopting a “premium” brand identity as part of its first brand refresh since 2008. Other brands, like wine brand Josh Cellars and Carbone Fine Food, have begun positioning their food and beverage products as affordable luxuries. Even some pharma brands are starting to present themselves more like lifestyle brands as GLP-1 weight loss drugs gain popularity.

Carolyn Rooke, managing director at VML, told us she’s noticed an uptick in brands positioning themselves as aspirational lifestyle brands, which she attributes, in part, to the demands of social media.

“The Glossiers and the Away luggages and the Liquid I.V.s of the world made something that has not always been sexy or aspirational feel more like a lifestyle and more like a personality characteristic than just a product that you buy,” Rooke said.

At the same time, traditionally upscale brands like American Express and JPMorganChase have begun marketing their more exclusive credit cards to everyday buyers, as brands like Patrón have begun selling mini versions of more expensive products to reach younger and potentially more price-conscious audiences.

To keep attracting consumers that may be both price- and image-conscious, brands of all kinds are making the case that the luxury lifestyle is, in fact, for everyone.

Continue reading here.—KH

Some nights in October and November have what is referred to as a sports equinox, when different leagues’ simultaneous playtimes leave American sports leagues fighting for the fleeting attention from fans. Amid NFL, MLB, NBA, and NHL games, Major League Soccer is betting that star power and storytelling can drive viewers to its postseason games.

The league’s latest campaign, “All for the Cup,” stars actress, entrepreneur, and San Diego FC part-owner Issa Rae in a TV spot and social videos that focus on MLS rivalries. The content is meant to “make the postseason this must-watch national occasion,” CMO Radhika Duggal said.

“This year, we’re starting to really push into storytelling so that we can help our fans understand the rivalries and the players, and who the players really are,” Duggal told Marketing Brew. “You see that throughout the year, but it’s meant to culminate here.”

MLS rolled out the campaign on Oct. 21 with a 30-second ad featuring moments of high drama from the season like goals, tackles, and celebrations, with Rae’s voice-over throughout. It’s set to run across MLS Season Pass on Apple TV, linear partner networks, and MLS-owned digital and social channels up until the MLS Cup Final on Dec. 6.

Read more here.—AM

As beauty brands face pressure to produce more content faster, Estée Lauder’s cosmetics brand Too Faced launched its first fully AI-generated campaign in March for its Ribbon Wrapped Lash Mascara product.

The campaign comes amid swirling rumors of a reported sale by parent company Estée Lauder. Founded by Jerrod Blandino and Jeremy Johnson in 1998, Too Faced was acquired by Estée Lauder in 2016 for $1.45 billion, becoming one of the beauty giant’s younger-skewing brands with cheeky product names like Born This Way foundation.

Warissara Muangsaen, VP and global creative director at Too Faced, spoke with Retail Brew about Too Faced’s new campaign created in beta using Adobe’s AI-powered Firefly Video Model—which creates video content by converting text prompts and still images into visual clips or animation—before the tool’s public release.

In the ad, a ballerina spins in a music box as a black ribbon unfurls, expanding through the room until it wraps around a woman’s eyelashes. The bulk of the ad was created in roughly two weeks, Muangsaen said, adding that “AI can be useful to you if you’re an expert in the field you’re using it for.”

In this case, Firefly helped speed up the overall creative workflow. “It makes us faster,” Muangsaen said.

Continue reading on Retail Brew.—VC

Discover how brands like Saucony, Gainful, and Netflix are using run clubs to engage diverse communities. From exclusive gear to one-of-a-kind events, these partnerships are creating powerful connections and building loyalty by embracing the inclusive spirit of running. Find out how.