Agencies & Marketing — Why Big Brands Are Finally Getting Cultural Marketing Right (And What We Can Learn From It)

Agencies & Marketing · 2026-03-21

OPENING This week's marketing moves by beverage giants reveal a sophisticated evolution in how major brands are approaching cultural relevance. The days of superficial celebrity endorsements and disconnected campaign elements are giving way to deeply integrated cultural platforms that feel authentic and purposeful.

The most compelling evidence comes from Sprite's ambitious new global platform "It's That Fresh," which demonstrates a nuanced understanding of how modern cultural marketing should work. Rather than simply trying to buy cultural credibility through one-off partnerships, Sprite is weaving together multiple cultural threads – from music and basketball to food and street culture – into a cohesive narrative that resonates with Gen Z audiences. This approach acknowledges that young consumers don't experience culture in silos, but rather as an interconnected web of interests and influences.

Coca-Cola's strategy with Mr. Pibb further reinforces this evolution, cleverly using NBA legend Scottie Pippen to address brand perceptions head-on. This shows how legacy brands are becoming more comfortable with self-aware marketing that embraces rather than hides from market positioning challenges. The approach feels particularly relevant at a time when consumers increasingly appreciate brands that demonstrate transparency and authenticity.

What's especially noteworthy is how these campaigns reflect a deeper understanding of specific audience segments. The recent insights about Hispanic consumers' engagement with mobile gaming advertisements, for instance, highlight how brands are moving beyond demographic stereotypes to connect with audiences where they naturally spend time and in ways that resonate with their actual behaviors and preferences.

WHAT TO WATCH The next month will be crucial in determining whether this more sophisticated approach to cultural marketing becomes the new standard or remains the exception. Watch for more brands to experiment with multi-dimensional cultural platforms rather than isolated campaigns. The real winners will be those who can maintain authenticity while operating at scale – no small feat in today's fragmented media landscape. Smart marketers should be asking themselves not just where their audience is, but how different cultural touchpoints interconnect in their audiences' lives.