Taylor Swift is dropping another album, “The Life of a Showgirl,” less than a year after her record-breaking Eras Tour ended in December 2024.
The announcement brought her global fandom into a frenzy, expressing their excitement for yet another set of songs with ingenious lyrics, hidden meanings, and catchy beats that leave everyone on LSS (last song syndrome).
Many brands also hopped on the “Life of a Showgirl” bandwagon. McDonald’s released infographics of “The Life of a McCafe Girl”; Dunkin’ changed its logo color to shimmering orange; and M&Ms shared a poster of an orange candy with the copy “ready for the next era.”
So, why are these brands riding Swift’s “The Life of a Showgirl” wave? More importantly, what’s in it for them?
Let’s take a look.
When Pop Culture Meets Branding
Pop culture is a gold mine for marketers, especially in the age of the internet and social media.
Many marketers keep updated with movies, music, television, video games, sports, and fashion, looking for trends or interesting ideas to make their campaigns relevant.
And as of this writing, everyone is going gaga over Taylor Swift’s The Life of a Showgirl – a classic example of moment marketing.
What is Moment Marketing?
Moment marketing is a real-time branding and marketing strategy that uses current events and trends to engage with their target audience. By sharing timely, relevant content, brands get to capitalize on the ongoing hype for a piece of the limelight – and profits.
Examples of Moment Marketing Done Right
Many brands have successfully capitalized on moment marketing without making it look contrived:
Ryan Reynolds and Aviation Gin
Hollywood star Ryan Reynolds (also a close friend of Swift) is a great storyteller and marketing genius – and he knows the importance of timing.
In 2019, fitness company Peloton faced backlash for releasing an ad in which a husband gives his wife a Peloton bike to help her get in shape. Although the gesture may have been intended as well-meaning, the public saw it as reinforcing a patriarchal stereotype – that women must lose weight or improve their fitness to be loved or accepted.
Screenshot from the Aviation Gin commercial
The company faced backlash, and Reynolds quickly seized the moment by casting the same actress in an Aviation Gin ad just days later, humorously showing her “moving on” with a drink in hand..
Oreo Capitalizing on Pop Culture Buzz
In 2023, movie fans were caught up in “Barbenheimer,” a cultural phenomenon sparked by the simultaneous release of two major films: Barbie from Warner Bros. Pictures and Oppenheimer from Universal Pictures.
Those who watched Barbie arrived at cinemas in pink outfits, while Oppenheimer fans showed up in black. Debates over which film was better led many to watch both just to compare.
Screenshot of Oreo Cookie tweet
Meanwhile, Oreo Cookies joined the conversation related to Barbie by tweeting two versions of Oreo, with the caption: “She’s everything; He’s just Ken”
So, what do these examples tell us?
- Speed + Relevance = Impact – Brands that monitor trends in real time and respond quickly can dominate the conversation;
- Authenticity Wins – If the response is forced, audiences will see through it; and
- Partnerships Amplify Moments – Collaboration and celebrity marketing strategy can turn a moment into a movement.
All these and more are found in Taylor Swift’s marketing strategies.
Why the Taylor Swift Phenomenon is a Marketing Case Study
Swift’s Instagram account alone has 281 million followers – without her following anyone back. She also has 32.2 million followers on TikTok and 61.3 million subscribers on YouTube.
When her old record label refused to give her the masters of her songs, she didn’t back down. She re-recorded every album and added new tracks to set them apart. Eventually, she regained ownership of her music and bounced back twice as hard.
She also launched the Eras Tour, grossing over $2 billion in ticket sales, making it the highest-grossing tour of all time.
All of these milestones point to one thing: Aside from being one of the most renowned (and profitable) popstars in Hollywood, Swift is also a great marketing genius.
Her latest album is proving to be yet another demonstration of such – except even more brands are sitting up and taking notice. Brands are weaving the album’s colors, themes, and style into their products and services, which makes these appear whenever people look up Swift’s new release online.
“The Life of a Showgirl” as a Moment Marketing Masterclass
On August 13, 2025, Swift broke the internet when she announced that her 12th album will be released on October 3, 2025. She also revealed its cover artwork, track listing, theme, and collaborators.
Within hours, brands around the world released different marketing gimmicks, coming up with products, taglines, and logos incorporating elements from the upcoming album.
How Brands Leveraged the Buzz Around the New Album
From the moment the upcoming album was announced, fans dissected lyrics and color schemes, while media coverage ensured Swift stayed at the top of every trending list.
Thus, brands used the hype to connect with millions of Swifties by weaving their own products and services into the album’s ongoing narrative – and it’s not just in North America, proving that Swift’s influence on moment marketing is global.
Here are some examples:
#1. Burger King Philippines (Philippines)
Burger King Philippines gave its bun a sparkling makeover in its “Life of a Burgirl” campaign. The sesame seeds were shown as golden “jewels,” mimicking the shimmering sequins on Taylor Swift’s album cover.
This fun, clever twist caught Swifties’ attention and showed how fast-food marketing can be both creative and culturally relevant.
#2. Canva (Australia/US)
Design platform Canva used its design strengths to join the trend with eye-catching, glittery templates inspired by the “Life of a Showgirl” style. They shared a carousel of sparkling orange backdrops with the caption “The life of a Canva girl,” encouraging users to make their own Swift-themed posts.
This wasn’t just about riding the hype – it gave the community a fun, creative tool to personalize their layouts and share their own takes on the trend.
#3. Domino’s Pizza Australia (Australia)
Meanwhile, Domino’s Pizza Australia delivered a clever, low-key nod to Taylor Swift’s teaser campaign. They posted an image of a pepperoni pizza obscured by a teal blur and padlock motif with the caption, “The life of a Doughgirl,” mimicking Swift’s cryptic album visuals.
The playful ambiguity sparked curiosity and conversation, proving that even an everyday product can join high-profile cultural moments when the branding is bold enough to have fun with them.
#4. Duolingo (US)
Free language-learning app Duolingo went full theatrical, dressing its owl mascot as a “Swiftified” showgirl and pairing imagined track titles with meme references.
The campaign blended humor with self-awareness. For instance:
- Track 1: The Fate of Ophelia
- Track 10: Cancelled — a tongue-in-cheek nod to Duolingo’s own AI-policy backlash.
By leaning into niche fan conversations, the brand turned its playful stunt into both entertainment and commentary, earning laughs while staying firmly in on the joke.
#5. Dunkin’ (US)
American multinational coffee and doughnut company Dunkin’ (formerly Dunkin’ Donuts) also joined the trend with a playful nod to Taylor Swift’s “Life of a Showgirl” era. Instead of overcomplicating the campaign, Dunkin’ relied on its own iconic orange branding.
They showcased two versions of their logo – one in its usual clean design and another decked out in sparkling, showgirl-style glitter. The caption tied it all together: “We’ve always been in our orange era.”
This clever, low-cost move resonated with fans by blending pop culture with Dunkin’s visual identity, proving that even a simple color cue can feel timely, authentic, and share-worthy.
#6. Shopee Philippines (Singapore/Philippines)
On the other hand, Shopee – dubbed the leading e-commerce platform in Southeast Asia and Taiwan – offered its own spin on the trend. In the Philippines, the brand embraced the viral Life of a Showgirl meme by cheekily rebranding it as “Life of a Shopee Bestie.”
This playful move encouraged fan interaction and sparked laughter, cleverly inserting Shopee into Swift-centric conversations – especially now in the time of online shopping.
#7. Starbucks (US)
Starbucks, a multinational chain of coffeehouses and roastery reserves also added its own twist – but kept it simple. It posted lyrics from Swift’s song 22 – specifically, “It feels like a perfect night for coffee at midnight” – against a shimmering orange background inspired by the new album’s cover.
The line resonated with fans, especially since the carefully chosen lyrics were undisputedly on-brand.
#8. Guardian Singapore (Singapore)
Singapore’s health and beauty retailer Guardian also moved swiftly (pun intended). The brand embraced the trend with a creative ad featuring blurred teal visuals and a padlock motif – mirroring the album teaser’s mysterious vibe – while promoting app unlock deals.
Its caption read, “You need to act swiftly, because it’s your second last day to unlock daily $1 deals…” The playful copy matched the design, engaging audiences with both wit and style.
#9. Reese’s (USA)
Even candy bars are joining the trend. Reese’s Peanut Butter Cups, an American candy brand under The Hershey Company, seized the moment to spotlight its signature orange branding.
They released a clever graphic featuring a Reese’s cup emerging from a glittery orange wrapper, alongside the copy: “We’ve been in our orange era.” The caption added, “NBD (no big deal), but we’ve been doing orange since 1928.”
It’s a perfect example of trend-jacking done right – playful, on-brand, and completely natural. Rather than forcing relevance, Reese’s leaned into what it already owned and made it feel timely.
#10. FedEx (USA)
Taylor Swift’s influence isn’t limited to entertainment or fashion – it extends even to industries like transportation, e-commerce, and business services.
Take FedEx, for example. Known globally for its express transportation and reliable package delivery, the brand seized the moment with a quick, on-theme post. They tweeted, “You know what looks good with orange???????” alongside a glittering orange background featuring the text “Incoming Delivery.”
This playful nod to Swift’s “orange era” felt effortless – tying FedEx’s signature color to the trend without seeming forced or overly promotional. It’s a perfect example of how even service-oriented brands can join pop culture conversations.
#11. United Airlines (USA)
Airlines joined in on the trend too. United Airlines posted an image of a plane flying through a glittery orange sky — no direct mention of Swift or her album, but the reference was unmistakable.
Their caption, “Okay, finally calmed down enough to post something,” cleverly nodded to Swift’s hit You Need to Calm Down, making the post both witty and on-theme.
#12. Six Flags (USA)
Amusement parks also joined the bandwagon.
Six Flags, the American amusement park chain, posted a glittery version of its iconic Ferris wheel. The image itself carried no text, only sparkles highlighting the landmark’s silhouette. The caption, however, tied it all together: “Officially in a new era.”
This clever nod to Taylor Swift’s album rollouts shows how even brands far removed from the music industry can align themselves with cultural moments, blending their own services into the conversation while staying relevant in a subtle, natural way.
#13. Panera Bread (USA)
When Taylor Swift announced her latest album, she casually mentioned being obsessed with baking sourdough bread. Panera Bread, the American bakery-café chain, seized the moment with its “Loaf Story” campaign, rolling out a limited-time menu item and themed merchandise.
The campaign worked not just because it was timely, but because it aligned naturally with Panera’s brand story – making it feel like a genuine connection rather than a forced attempt to join the trend.
#14. M&M’s (USA)
Like Reese’s, chocolate brand M&M’s also posted a clever yet simple tribute to Taylor Swift’s new album. Known for its colorful candy shells, M&M’s chose to spotlight just its orange candy stamped with the signature “M” — paired with the line, “ready for the next era.”
This subtle approach perfectly matched Swift’s rebranding while staying true to M&M’s playful personality, proving that sometimes minimalism speaks the loudest.
#15. Dutch Lady Malaysia (Malaysia)
Dairy company Dutch Lady Malaysia skipped the signature blood-orange background and instead chose a glittery blue to align with its brand colors. The post featured Swift’s lyric “It feels like a perfect night for breakfast at midnight” from her song 22, paired with the playful caption, “Life of a Serial Milk Drinker.”
While this diverged from the standard orange trend, it turned out to be a clever move. Swift had recently released album teasers in various colors, all featuring glitter as a common theme. Thus, Dutch Lady’s creative twist still fits the moment – proof that brand consistency can complement cultural relevance.
Fashion, Aesthetics, and Thematic Tie-ins
Swift’s new album appears to be shaping up as another pop album, a shift from her previous latest albums which reverted back to indie folk, alternative rock, and indie rock.
The Life of a Showgirl campaign leans into burlesque-inspired glitz, reminiscent of sparkling stage costumes, feather details, and old-Hollywood lighting.
Even companies like Pantone, with no direct link to music, found ways to “Swiftify” their materials. It highlighted the era’s vibrant orange tone, describing it as full of vitality and theatrical energy.
Social Media Amplification: Fan Content, Virality, and UGC
Swift has sold 10,168,008 tickets across her 149 sold-out concerts – and that’s just the lucky fans who managed to get tickets.
This just shows how her fandom, known for their unmatched dedication, can turn every concert and album into a content goldmine. Here’s how:
- Fandom as Marketing Engine – Swifties create unboxing videos of album vinyls and dissect lyrics in long TikTok trends. Brands recognize this and try to engage with liking, commenting, or even sharing relevant fan posts.
- Hashtags and Trends – Album-related hashtags like #LifeOfAShowgirl and #SwiftieStyle gives brands an easy way to join the discussion. Some companies even launched TikTok challenges inviting fans to recreate iconic Swift lyrics in short videos.
Why Marketers Are Obsessed with Real-Time Relevance
Timing is everything in marketing.
You need to know which trend is relevant to your brand – and the right moment for a launch. Otherwise, your campaign will be overshadowed by another trend or worse, getting the timing wrong may lead to a PR disaster or public backlash.
The Psychology of Recency and Cultural Context
Humans are naturally wired to prioritize what’s new. With so many things fighting for our attention, our brains signal the content that’s relevant and timely.
The recency effect in psychology, for instance, describes people’s tendency to remember the most recent experiences better than earlier ones. Applied to marketing, brands insert themselves into trending conversations because it signals relevance.
However, timing goes beyond jumping on trends at the first instance. It’s also about understanding its context. Your campaign should also have to signal that you understand why a moment matters.
Fear of Missing Out (FOMO) and Brand Timing
If you’re perpetually online (as most startup founders or marketing professionals are), chances are you’re familiar with FOMO or the fear of missing out.
In the context of social media, FOMO hits when you go offline for a bit – only to return to find new trends and slang you’ve missed. Thus, to avoid FOMO, most internet users habitually check their online feeds all the time.
FOMO is not just a social media term, but also a real psychological driver. It’s based on the basic human need for social belonging and connection, such that when individuals perceive that others are experiencing more rewarding social interactions, they may experience anxiety and unease.
Thus, brands capitalize on this by responding immediately to a trending topic. They create a sense of urgency and excitement, encouraging customers to engage with the content – especially when they sense that it’s tied to a fleeting moment.
Real-Time Marketing vs. Planned Campaign
Successful marketing campaigns can also take time to gain traction. For instance, Coca-Cola’s “Share a Coke,” Dove’s “Real Beauty,” and Nike’s “Just Do It” campaigns took years – and are the products of constant revisions, long hours, and endless discussions on how to improve them.
This is the traditional way of doing things: the creatives are polished and the approval process is lengthy, just to ensure the messaging is consistent over time. And for a time, that worked.
However, the rise of e-commerce and social media marketing required brands to adapt faster.
Enter real-time marketing, the process of engaging with customers instantly based on breaking news and information. It can take the form of a clever post during a live event, such as a witty tweet about the Oscars or the Super Bowl, even while it’s ongoing.
A clever post, if done and timed right, can outperform months of scheduled ads – all because it feels spontaneous and authentic.
How Taylor Swift Built a Cultural Moment Brands Want to Join
Going back to Taylor Swift, the world-renowned singer has mastered not just her vocals but also the art of storytelling.
She is a master lyricist, weaving stories, personal struggles, and music into a collection of masterpieces that always leave a mark on her fanbase. As a result, each album feels like a chapter of a book that’s still being written – keeping the audience wanting for more.
Marketers have taken notice of this ingenious approach, especially since brands crave the same kind of narrative power. They also want a storyline that people want to follow, share, and decode. However, this is easier said than done.
So, brands borrow from Swift’s playbook. They also craft campaigns composed of mini series and incorporate storytelling for greater impact.
Loyalty, Fandom, and Community: Lessons from the Swiftie Phenomenon
Creating a viral ad requires experience, research, and a bit of luck – but there’s a reason why pretty much every move Swift makes is guaranteed to spark reactions.
For more context, Swifties are not just fans. They are a movement in and of themselves. They analyze lyrics, trade concert memorabilia, and fervently defend Taylor Swift against haters as if they know her personally (and vice versa).
This level of loyalty stems from authenticity and two-way connection. Swift speaks directly to her audience through her music – her relatable lyrics, catchy music, and engaging narratives. Hence, her fans feel personally connected to her with a zeal many brands would envy.
Fortunately, brands can also build the same loyalty by:
- Engaging directly and personally;
- Making customers part of the story;
- Creating traditions or rituals (e.g. friendship bracelets);
- Rewarding loyalty with exclusivity; and
- Standing with your community.
Reputation and Redemption Arcs: Emotional Storylines That Sell
Looking at Swift’s career now, many would say that she always had it easy because she’s pretty, white, and privileged.
While that may be true in some ways, she also had to endure many controversies, haters, and fake news peddlers throughout her career.
But, instead of hiding or running away from these challenges, she wears them as badges of honor – weaving each controversy into her narrative, and making money out of it.
For example, when she had a falling out with Kanye West and Kim Kardashian, she released “Reputation” instead of stepping away from the limelight– changing her music genre from country songs to electropop, synth-pop, and R&B music. To make things more dramatic, the album included a song titled, “Look What You Made Me Do.”
This classic Swift approach works because people love a good comeback story. They root for flawed heroes or heroines who fight back and overcome challenges, armed with lessons and stories.
So, whenever Swift experiences heartbreaks, controversies, or struggles, her fans expect her to come back stronger – and with a new album. And boy, does she oblige.
Risks of Moment Marketing
Moment marketing requires speed and relevance to create impact.
However, given its nature, it’s also easy for brands to jump on trends too quickly or without a clear plan. When this happens, campaigns risk feeling shallow or disconnected from the brand’s true identity.
When Trend-Hopping Feels Forced or Opportunistic
Not every trend fits every brand, especially with so many happening at once on social media. With so many options, randomly joining the conversation just to chase hype can backfire.
Thus, instead of boosting engagement, audiences will notice the disconnect between the trend and the brand – and they won’t hesitate to call it out.
For example, Pepsi faced backlash in 2017 for an ad showing Kendall Jenner handing a soda to a police officer at a protest. Many labeled it as tone deaf, trivializing serious issues like police brutality and the “Black Lives Matter” movement just to sell drinks.
Navigating Cultural Appropriation and Sensitivity
Just like other marketing strategies, moment marketing can be hit or miss depending on its execution.
That’s why it’s crucial to understand psychology and human nature, as many viral moments stem from cultural expressions within specific communities. Brands that use slang, music, or fashion from other cultures without understanding them risk hurting their image.
So, it’s important to:
- Research the cultural roots of any phrase, meme, or trend before using it; and
- Ask team members or consultants to flag possible issues early.
What Happens When the Moment Passes?
Many say that once something is on the internet, it stays there forever.
However, while the internet rarely forgets, it does move on quickly. What’s trending today may be forgotten tomorrow – and overinvesting in a fleeting moment can leave brands scrambling once the buzz fades.
While it’s important to stay current, chasing every trend can make your brand seem directionless, with no core identity beyond reacting to online noise. Instead, use moment marketing to complement your long-term brand strategy rather than detract from it.
Moreover, focus on trends that naturally align with your values, so they reinforce your message rather than distract from it.
What Brands Can Learn from Swift-Inspired Campaigns
If brands can learn anything from Taylor Swift, it’s her mastery of connecting with the audience, cultural timing, and authentic storytelling – all too well (pun intended):
#1. Know Your Audience – Don’t Just Ride the Trend
Swift doesn’t just release songs; she crafts eras tailored to her fans’ emotions, experiences, and aspirations.
When she was just starting out, she wrote about teenage love, struggles, and aspirations. Her fandom at the time could easily relate to her music. As she grew older, so did her fanbase, and she capitalized on this by releasing songs about growing up, leaving home, and navigating the challenges of adulthood.
For brands, this means digging deep and asking: “Does my audience truly care about this moment? Will they see the connection as clever – or contrived?” The goal is to enhance your brand’s creativity, not risk missing opportunities or appearing out of touch.
Like Swift, focus on thoughtful timing and authentic storytelling to create moments that genuinely resonate.
#2. Be Authentic – Align Your Brand Identity
Swift’s storytelling works because it’s consistent with who she is.
She writes her own lyrics, shares personal details, and evolves openly with each album. This authenticity makes it easy for fans to connect with her, making every new release feel like a genuine chapter of Swift’s life rather than a marketing stunt.
So, focus on what makes your brand unique – and find cultural moments that amplify that truth.
For instance, Dove has long championed healthy self-esteem. So when awareness about embracing one’s natural skin tone grew, they launched the “Real Beauty” campaign to reinforce their core message.
#3. Move Fast – But Not Recklessly
Swift appears to announce new albums out of nowhere but she never sacrifices quality for speed. Every lyric and visual is intentional.
Brands need a similar balance. Acting too slow means missing the conversation; however, acting too quickly without strategy risks sloppy execution.
To balance things out, know your fans the way Swift knows hers. She drops surprise albums months before release, giving fans something to rally around while excitement is at its peak.
Likewise, stay true to your voice – and when the right moment comes, respond with speed and precision.
Bonus Insight: The Future of Pop Culture in Digital Advertising
Aside from Taylor Swift, there are many pop culture references that brands can learn from. Let’s take a look.
From Beyoncé to Barbie – What Comes Next?
Aside from Taylor Swift, Beyoncé also commands a loyal fanbase eagerly anticipating her every move. When she releases an album, marketers often capitalize on the moment by sharing memes or referencing her lyrics.
Meanwhile, as mentioned earlier, the Barbie craze of 2023 sparked a wave of brand activations – from life-sized Barbie boxes in malls to interactive online games.
These campaigns pulled fans into immersive experiences, driving higher engagement. With AI, future campaigns will look more advanced but the core strategy remains the same: storytelling powered by authenticity, meaning, and participation.
Collaborations vs. Conversations: What Consumers Prefer Now
Taylor Swift will collaborate with Sabrina Carpenter on her latest album. Before this, she released songs with Ed Sheeran, Lana Del Rey, Bon Iver, Post Malone, and others. These collaborations show her ability to bridge genres and connect with diverse audiences and fanbases.
On another note, brands like Nike have mastered the art of collaboration and conversation by blending star endorsements with meaningful social dialogue. Rather than simply putting athletes on posters, they craft campaigns that tackle issues like equality, representation, and community.
In other words, influence is moving toward campaigns that invite feedback, encourage user-generated content, and reward creative contributions, rather than merely showcasing a flashy partnership.
Micro-moments, AI, and Predictive Marketing Trends
Brands also need to keep up with predictive algorithms, especially as AI makes it easier to analyze browsing behavior and search history.
What does this mean? Imagine knowing a consumer is thinking about travel not because they searched for “vacations,” but because they lingered on an airline’s Instagram reel at midnight. This is the power of predictive marketing: anticipating intent before the consumer even expresses or is aware of it.
Thus, when paired with the right marketing, your future campaign will feel less like an ad and more like a helpful guide. This is the future, and brands must learn to master it to stay ahead, rather than constantly waiting for and relying solely on trends.
Conclusion – Swift Moves: Building Agile, Culture-Driven Campaigns
From Taylor Swift’s surprise album drops to the Barbie phenomenon and Ryan Reynolds’s clever marketing stunts, moment marketing shows that brands able to tap into cultural moments can join – and even shape – the conversation.
The key isn’t just jumping on a trend – it’s understanding why the moment matters. With pop culture evolving rapidly, brands must adapt thoughtfully, especially since today’s audiences can quickly tell whether a brand is authentic or merely chasing clout.
Like Taylor Swift, brands should focus on reinforcing core messages, building emotional connections, and delivering value that extends beyond the initial hype. Done right, campaigns can not only capture the moment but also cultivate a loyal following – just as Swift has with her fans.
So, are you…Ready for It?
For more information on how to create great marketing campaigns with the right team, call us today or request a call back now.
Syrine studies law while working as a content writer. Outside of writing and studying, she tutors, plans events, and browses social media. In 2021, she published Stellar Thoughts.
Zero Recruitment Fee
