Taylor Swift is officially in her Life of a Showgirl era, and so is everyone else. The artist announced her 12th studio album during a podcast appearance with Travis Kelce, sparking the kind of cross-media moment that marketers dream of. Clearly, many have been preparing for this.
With just a blurred album cover tease, Swift sent fans spiraling into detective mode. But it’s not just Swifties doing the decoding. Brands across industries have jumped on the blood-orange glitter bandwagon, spinning her new aesthetic into clever trendjacks and social currency.
This article explores how brands from fast food to fintech are leveraging Swift’s momentum and what marketers can learn from their real-time agility.
Short on time?
Here’s a table of contents for quick access:
- What kicked off the trendjack frenzy?
- 12 brand trendjacks riding the Showgirl wave
- What marketers should know
Patrecia Meliana
What kicked off the trendjack frenzy?
The marketing moment began when Taylor Swift previewed The Life of a Showgirl album with her trademark subtlety: a blurred-out album cover, hints of teal and orange, and plenty of cryptic flair. Despite (or because of) the ambiguity, the aesthetic quickly became recognizable as a glamorous mashup of old-school Vegas, sequins, and confidence.
That was all brands needed. What followed was a global cascade of Instagram posts, each trying to interpret the Showgirl motif through their own brand lens. Some played it straight. Others went full meme.
This wasn’t just another celebrity trend. It was a rare cultural lightning rod with enough flexibility for nearly any vertical to jump in.
12 brand trendjacks riding the Showgirl wave
From burger buns to boarding passes, brands across sectors found clever ways to tap into Taylor Swift’s glitter-filled Showgirl era. Some played it loud, others stayed subtle, but all leaned into the moment with sharp visuals and cultural fluency.
Here are the standout trendjacks turning sparkle into strategy:
1. m&ms
The brand posted a glittery orange image and the caption “Ready for the next era?” It was understated but recognizable, proving sometimes less really is more.
2. Duolingo
The green owl delivered again. Duolingo assigned fake meanings to each track on Swift’s album using memes tied to its past campaigns, from “dying” in a viral stunt to wiping its TikTok over AI backlash.
3. Canva
Canva flexed its brand utility and cultural relevance by offering blood-orange templates styled after Swift’s new aesthetic. The message was clear: if you want to ride the wave, we’ve got the tools to help you sparkle.
4. Starbucks
Starbucks dropped a Swift-inspired caption: “It feels like a perfect night for coffee at midnight.” It worked without directly referencing Swift, giving fans something to love without forcing it.
5. Guardian Singapore
The health and beauty retailer teased an unlocked orange padlock against a blurred teal backdrop. Instead of an album drop, the post promoted app-exclusive deals. A strong example of thematic alignment that still pushes conversion.
6. Dunkin’ Donuts
With branding already steeped in orange, Dunkin’ kept things simple: they just added glitter and posted, “We’ve always been in our orange era.” The fans ran with it, campaigning for the return of Pumpkin Spice.
7. Shopee Philippines
Fans speculated the teaser looked like a Shopee bag. Shopee played along and posted “Life of a Shopee Bestie.” The brand tapped into the speculation and let the audience take the joke further.
8. Scrub Daddy
The cleaning brand asked fans if they found out about the new album through their post, pairing it with a glam-infused version of their smiling sponge. It was fast, relatable, and wildly shareable.
9. Burger King Philippines
Burger King went all in with “Life of a Burgirl,” turning its sesame bun into a glammed-up spotlight act. The post mimicked Swift’s teased album image, with sesame seeds styled as bedazzled jewels.
10. FedEx
FedEx delivered one of the most original posts, mashing up sourdough, glitter, and a branded shipping box. It also temporarily updated its profile photo to feature an orange glitter background.
11. United Airlines
The airline posted an orange-glitter photo of its plane with the caption, “Okay, finally calmed down enough to post something.” Short, relatable, and very on-brand for internet humor.
12. Delta
Delta kept things polished with a sunset visual and the caption, “Flying into the next era.” It leaned more into elegance than edge, but stayed on theme.
What marketers should know
Brands didn’t just jump on a Taylor Swift trend. They activated sharp, strategic marketing instincts in real time. Whether you’re working with a global budget or a skeleton crew, there are clear lessons from the best-performing trendjacks.
1. Speed beats polish
The best-performing trendjacks were fast, not flawless. Marketers who waited for final creative approvals missed the first wave of engagement. In moments like this, timeliness drives ROI.
2. Match the palette, not just the reference
Orange glitter and cinematic shadows became unofficial trendjack currency. Brands that nailed the color scheme made their content instantly recognizable as part of the Showgirl wave.
3. Be in on the joke
Duolingo, FedEx, and Shopee scored by leaning into humor and self-awareness. Knowing your brand voice and how it plays in culture makes the difference between cringe and viral.
4. Micro-moments offer macro reach
Most of these posts didn’t require a full campaign. A single well-timed asset drove outsized visibility. Trendjacks like this can be low-investment but high-impact if executed well.
Taylor Swift’s Life of a Showgirl rollout is not just an album launch. It is a case study in how pop culture moments become creative briefs for brands. Marketers who moved fast and stayed authentic saw big wins in engagement and share of voice.
For those still catching up, the takeaway is simple. Culture waits for no one. Build teams and workflows that can spot trends, respond in real time, and keep your brand voice crystal clear through it all.
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