Top Marketing Campaigns of July 2025: How Brands “Rejuvenate” Strategies to Engage Gen Z

Gen Z is becoming the main consumer group, reshaping how brands build their Marketing strategies. In this context, choosing the right KOL, Influencer, or key opinion leader is no longer just about picking a famous face. It’s a matter of brand positioning, message direction, and building authentic connections with younger audiences.
This article highlights 3 outstanding Marketing campaigns of July 2025, showing how brands are rejuvenating their images by collaborating with KOLs and Influencers to effectively reach Gen Z.

Nutifood x Anh Tú Atus – When Gen Z Steps Into Parenthood

Nutifood GrowPLUS+ Colostrum Lactoferrin partnered with singer Anh Tú Atus to promote its immunity-boosting product for children. The TVC was designed with a youthful style, combining music, vibrant visuals, and animation – capturing the attention of young Gen Z parents.

The highlight of this Marketing campaign lies in recognizing that Gen Z consumers are entering a new life stage as parents. While they remain tech-savvy, emotional, and trend-driven, their purchasing priorities now shift toward family and child-related products.

By working with a young Influencer like Anh Tú, Nutifood successfully refreshed its brand image and expanded into a category traditionally perceived as conservative. This proves that KOLs and Influencers are powerful tools to connect brands with a new generation of dynamic, digital-first parents.

Bia Saigon Chill x Captain Boy & 52Hz – Fusing Artist Identity with Product Innovation

The campaign “Compact yet Unique, Chill Your Own Way” introduced Bia Saigon Chill’s limited-edition 250ml can while announcing Captain Boy and 52Hz as campaign partners. Both artists are rising young talents with independent music styles, aligning perfectly with the brand’s refreshed positioning.

This Marketing initiative wasn’t just about promoting a new product format – it aimed to reframe beer as a lifestyle choice: flexible, personal, and aligned with modern urban living.

The “chill your own way” message was reinforced through visuals, language, and music – encouraging youth to express their individuality. It’s a strong example of lifestyle marketing, leveraging KOLs and Influencers to resonate with Gen Z’s values and preferences while broadening the brand’s consumer base.

The campaign also aligns with current consumer trends: young audiences increasingly prefer compact, easy-to-carry products that fit flexible lifestyles, creating opportunities for brands to expand their customer base.

Colgate x IU – Rejuvenating Brand Image with a Cultural Icon

Colgate made waves by announcing IU as the brand ambassador for its Optic White Purple line. Before the reveal, subtle teasers featuring purple hints and IU’s iconic smile spread across social media, creating anticipation among Gen Z fans.

Colgate made waves by announcing IU as the brand ambassador for its Optic White Purple line. Before the reveal, subtle teasers featuring purple hints and IU’s iconic smile spread across social media, creating anticipation among Gen Z fans.

Choosing IU – a positive, highly recognizable Influencer with a massive young fan base demonstrated Colgate’s clear Marketing strategy: rejuvenating its brand, expanding into younger demographics, and increasing its presence in Gen Z-dominated digital spaces.

From a Marketing perspective, IU isn’t just a celebrity. She embodies a lifestyle Gen Z admires: confident, relatable, yet highly influential. This approach allowed Colgate to create emotional bonds with consumers, rather than just pushing advertising messages.

Conclusion

These three campaigns prove that KOLs and Influencers are more than media tools – they are emotional bridges between brands and Gen Z. Selecting the right face, the right message, and the right timing delivers results beyond exposure, from reshaping brand image to expanding consumer reach.

In today’s competitive landscape, modern Marketing requires more than product promotion. Brands must leverage Influencers and key opinion leaders to generate empathy, build trust, and foster loyalty from the next generation of consumers.

With expertise in integrated Marketing strategies, Vector partners with businesses to design and execute impactful communication campaigns. Our services cover KOL, KOC, and Influencer Marketing – from research and talent selection, to negotiation, content production, and performance measurement.