DMC Data Dump #35: Marketing Authenticity for New Year 🎊

How are your New Year goals going?

As January unfolds, we love seeing that brands are challenging the traditional ‘New Year, New You’ narrative with campaigns that honor authenticity and realistic expectations.  Direct To Consumers highlighted three campaigns that we are giving kudos to for their fresh take this New Year.

• RXBar’s “B.S. Blocker” Campaign: With a witty approach, RXBar encourages self-acceptance over pressured transformations, offering discounts to followers who share the B.S. they’re leaving behind.
• Merit’s “New Year, Same You”: Merit Beauty celebrates consistency over reinvention, introducing new shades of a beloved product to reaffirm their commitment to existing customer preferences.
• Dove’s #NewYearsUnresolution: Dove tackles body image pressures head-on, fostering body confidence and promoting an online learning platform to help customers reject unattainable beauty standards.
  
  

Why It Resonates:

• Relatable Over Idealistic: These campaigns connect with consumers tired of unattainable goals, offering a breath of fresh air with their down-to-earth messages.
• Humor and Honesty: A touch of humor and a dose of honesty make these campaigns stand out, drawing consumers who appreciate a more genuine approach to the New Year.

As we bid farewell to lofty resolutions, these brands are redefining New Year marketing with a focus on self-acceptance and genuine improvement.

#AuthenticNewYear #RealGoals2025 #NoBSResolutions #SameYouNewYear #SelfAcceptance #BodyConfidence #RealisticResolutions #NewYearHonesty #EmbraceYourself