The Summer Everyone’s Logo Turned Orange
It all started one random day in August. You’re scrolling as usual, when suddenly, orange glitter Olipop cans and Scrub Daddy sponges start sprinkling into your Instagram feed. Celebratory cheers from Penguin Books, Dunkin’ Donuts, and other companies who possess classic orange logos are heard in the distance.
As we soon find out, Taylor Swift is behind this branding phenomenon that every company seems to be entranced by. She’s released (and re-released) so many albums that even the most devoted Swiftie has to mentally count on their fingers when asked. And yet, every time a new announcement is made, social media reacts like everyone was handed front row Eras Tour tickets simultaneously.
Cue the Brand Pile-on.
While the reactions to Taylor Swift’s announcements are always undoubtedly massive, the internet’s instant glittery-orange makeover isn’t just a Taylor Swift thing. Just think about how quickly the internet reacted to what I refer to as, “Coldplaygate” earlier this year: First, a flurry of comments and reshares surrounding a really awkward, public moment. Then suddenly, companies flood the feeds with witty memes and brand-adjacent content referencing the moment everyone saw on tape.
But why?
It’s all about Responsive Marketing.
When companies join these conversations, it’s not just because the youngest person on the marketing team is hoping to infuse some trendiness into the workplace. It’s actually a smart strategy we call “responsive marketing”.
And what exactly is responsive marketing? When a company joins a trending conversation before most people have even notice the trend, they’ve done it right. It’s the art of taking a seat at the cultural table and making sure people notice you’re there.
Why should you care?
Done right, responsive marketing will do more than just rack up likes or shares. It creates a shared experience akin to laughing in a packed movie theater, or lining up at midnight for the latest book in your favorite author’s series. Even if you didn’t buy an orange Olipop, you saw it. You knew what it meant. And so did everyone else.
It’s all about engagement.
We’re all wired to want those tiny flashes of connection. And oddly enough, when a brand swaps its logo color or tweets a Coldplay pun, it’s not (just) a cheap stunt. It’s an invitation to a shared moment, no matter how big or small.
So the next time your feed explodes with glittery orange chaos, just know: you’re not witnessing marketing desperation. You’re actually just lucky to be a part of the internet’s favorite magic trick: bringing strangers together and making everyone feel like they’re in on the same joke.
