Every month, brands find new ways to surprise us, whether that’s through clever rebrands, experiential launches, or simply tapping into what’s already capturing people’s attention. July was full of campaigns that showed there’s no singular formula for success, but the brands that stood out all had one thing in common: they understood exactly how to make people care. 

Here are four campaigns that stood out to us this month…

Tinder’s “T”

This month, Tinder unveiled its biggest brand refresh in years, introducing new visuals, updated typography, and a refreshed identity designed to better connect with Gen Z audiences. But the element that stood out to us most was “T”, Tinder’s new fictional dating columnist created to give the brand a more human voice.

There’s something instantly familiar about the concept. It taps into the nostalgia of the relationship advice columns many of us grew up reading in magazines, bringing that trusted “agony aunt” format into the social media age. It also feels reminiscent of the witty relationship advice shared by pop culture icons like Carrie Bradshaw in Sex and the City, or Andie Anderson in How to Lose a Guy in 10 Days. 

By giving the brand a recognisable personality, Tinder has shown that successful rebrands aren’t just about changing how a brand looks, but they’re about how it connects with people.

Samsung’s “The Fold Inn”

To celebrate the launch of its latest Galaxy Z foldable phones, Samsung transformed a traditional Soho pub into The Fold Inn. Featuring a folded bar, themed drinks inspired by each device, and interactive installations, the pop-up gave visitors the chance to experience the new range in a setting they wouldn’t expect. 

Instead of unveiling the phones in a traditional showroom, Samsung chose one of Britain’s most recognisable social spaces to bring its foldable technology to life. Every element of the pop-up reflected the product’s key feature, turning what could have been a regular launch into an experience people wanted to visit, take photos of, and share online.

Samsung proves that the best product launches don’t just showcase a product, they create an experience around it.

Deliveroo’s “Believeroo”

With the World Cup dominating conversations across the country this month, Deliveroo found a fun way to join in. Its “Believeroo” campaign invited football fans to a Jude Bellingham lookalike competition at BOXPARK Shoreditch, where the winner walked away with £1,966 in Deliveroo credit, alongside free drinks and other prizes.

The campaign didn’t need a complicated idea. It took one of the tournament’s most recognisable faces and turned it into something fans could actually take part in. Instead of simply posting about the World Cup on social media, Deliveroo gave fans a reason to get involved, whether that was entering the competition or simply sharing it online. 

It’s a good reminder that the best reactive campaigns don’t always have the biggest budgets. Sometimes all it takes is a simple idea, good timing, and a clear understanding of what, or who, everyone’s already talking about.

Polaroid’s “The Best of Summer is Analog”

While many brands are looking for ways to embrace AI, Polaroid decided to take the opposite approach this month. Its latest campaign, “The Best of Summer is Analog”, encourages people to spend less time staring at screens and more time enjoying the world around them. Using playful billboard messages like “You can’t bask in blue light” and “Dance like nobody is recording”, the campaign celebrates the simple moments that often get lost in an increasingly digital world. 

What stands out is how naturally the campaign fits the brand. Rather than reshaping its message to join the conversation around AI, Polaroid has used it as an opportunity to reinforce that it’s always been about capturing real moments and encouraging people to be present. 

It’s a good reminder that staying relevant doesn’t always mean following the latest trend. Sometimes, the strongest campaigns find a fresh way to tell the same story a brand has always stood for.

From rebrands and product launches to reactive marketing and bold brand storytelling, July proved there are plenty of ways for brands to make an impact. It’ll be interesting to see which campaigns capture our attention as we head into August. 

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