Chobani

Ugg Recruits Art Students as College Ambassadors

Ugg has launched a college ambassador program for its back-to-school campaign, tapping nine students from art and design schools across the U.S. to style and promote products such as the Ultra Mini Bailey Bow. The students will create social posts on behalf of the brand, appear on Ugg product pages, and emphasize Ugg’s apparel offerings to boost awareness among young consumers. The campaign is part of Ugg’s effort to position itself as a broader style destination for Gen Z and college audiences. The piece was published by Modern Retail on August 18, 2026.

Brands Refine Collaboration and Sponsorship Strategies

At eTail Boston, marketing leaders from UrbanStems, H&M, Chobani and Teleties said they’re sharpening partnership and influencer strategies to drive relevance and growth. UrbanStems reported a 2024 Laneige pop-up at Sephora (with a bouquet design bar) underperformed because of an age‑demographic mismatch, while a bundle collaboration with Cameron Diaz’s Avaline wine matched its gift-oriented audience and performed better. H&M continues to leverage designer capsule collections — revived this year with Stella McCartney — and celebrity placements (e.g., Anitta wearing a custom H&M look at the World Cup) to generate earned media. Chobani’s multi‑year U.S. Soccer sponsorship and national “Feed the Dream” campaign included co‑branded packaging and a $5 million commitment to support 500 local youth soccer clubs. Teleties cited revenue gains from Disney and longer-term opportunity creation from a 2023 Orlando Magic partnership.

Brands Launch America250 Limited-Edition Campaigns

Major and emerging food brands are launching limited-edition products and marketing campaigns tied to America250, the U.S. 250th anniversary. CPG companies including Coca-Cola and General Mills are releasing patriotic packaging, while food brands such as La Colombe (owned by Chobani), Chobani, Goldbelly, Xochitl and smaller makers like Cibo Vita are rolling out themed SKUs and promotions. Surveys from M Booth and CivicScience suggest many Americans are receptive to anniversary-themed purchases, encouraging brands to test seasonal packaging and seek expanded retail placements (Target, Walmart, Sam’s Club, Albertsons). Goldbelly was named Official Marketplace for America250 and is curating a “250 Dishes That Made America” program. Brands view the milestone as a marketing moment to drive awareness, retail seasonal placement and trial despite broader economic and political headwinds.