👀 This is the World's Most Effective Marketing Campaign for Two Years Straight
+ Facebook is reachmaxxing and suddenly a boon to creators and brands + Rula & Van Leeuwen turn ice cream into actual therapy + Top CMO’s advice on how to unlock brave brand marketing
Confession: Probably about half of this content is about Mischief’s partners, work, and people. Hopefully it’s still entertaining and educational, though, even if it comes with some self-glazing. You were warned. We’ve marked the topics safe from Mischief with a ✅
✍️ Unpacking the long-term brand strategy that has eos winning with Gen Z
🍨 Rula & Van Leeuwen turn ice cream into actual therapy
👂 Top CMO’s advice on how to unlock very brave brand marketing ✅
💻 Have you heard of screeshing? ✅
📱 Facebook is reachmaxxing and suddenly a boon to creators and brands everywhere ✅
🤠 These Coors Banquet x Dutton Ranch spurs are the only fashion item you should be concerning yourself with right now
🏆 Adweek 100 Rising Stars work at Mischief and we’d like to brag about it
✍️ Unpacking the long-term brand strategy that has eos winning with Gen Z
“Winning the Iridium Effie once is an extraordinary achievement—winning it twice is a rare demonstration of sustained effectiveness at the highest level,” said Traci Alford, Global CEO of Effie Worldwide, who bestowed the world’s most effective campaign award upon eos last week.
She continued: “eos and Mischief @ No Fixed Address have created work that not only disrupts and resonates, but continues to deliver measurable impact over time. It is a powerful example of how creativity and effectiveness, when aligned, can drive enduring business success.”
Never before in the Effie’s history has a brand and agency won the Iridium back-to-back. Judge’s lauded eos’ fan-led strategy, unignorable voice, and ability to smartly outshout competitors with bigger wallets.
“It was the strongest example of consumer centricity that we saw,” said Barbara Asin, CMO of McDonald’s Latin America and Iridium jury Co-Chair. “They were up against major competitors with significantly larger media investments, and yet still, they were the ones who succeeded in doubling penetration and increasing the market share over time.”
We break down eos’ long-term, brand-building success below. And in a separate post, we chat with Carley Caldas, SVP, Marketing & Creative at eos, to unpack how her team helps create a safe place for these dangerous ideas to thrive.
But here’s a cool video if you don’t feel like reading a lot of words:
The Opportunity
eos (evolution of smooth) wanted to revolutionize the dated shaving category and capture a whole new generation of young women.
The Insight
Polite, precious and utterly unhelpful—the women’s shaving category was ridiculously disconnected from women’s shaving reality. Let’s get real about shaving and hair…everywhere.
The Solution
Start an on-going honest, raw, fun and useful conversation about shaving inspired by what women actually need.
The Results
#1 Shave cream brand in unaided awareness among Gen Z women
Doubling of eos’ entire shave cream business
eos’ dramatic rise accounted for half of total category growth in 2022 (making it the fastest growing women’s shave cream brand)
Total sell-out in Target stores across the U.S. after being #1 shave cream brand of choice for women and men
Some fun eos has had in recent years includes that time it invited people to donate their pubes with “Pubes for the Planet”:
And “Vagnastics”—a new workout sweeping the nation:
Then, of course, “Bless Your F******* Cooch”:
And then “Skin So Soft, Even Soft Things Think it’s Soft”:
How about “Smoothness When You Need it Most”:
Don’t forget about the time eos made commuters think about their HR person’s hooha hair:
And then when eos wanted to talk about another one of its products—Natural Lip Balm—it gave people the chance to redo their first kiss the way they imagined it:
Speaking of other products, eos recently went big with a new line of body wash, and these brave marketers recruited the world’s harshest critics to test it out:
Then went into body mist that smells so good you might mistake it for cake:
And had fun with it on the Super Bowl stage this year:
🍨 Rula & Van Leeuwen turn ice cream into actual therapy
Introducing Therapy in a Pint: Now with chunks of self-reflection.
Behavioral health platform Rula and Van Leeuwen has teamed up to turn ice cream into literal therapy.
These limited-edition tubs are available from select Van Leeuwen store across the country for May Mental Health Awareness Month. There was also a mobile truck that saw to a huge line in NYC’s FiDi this week.
The pints are empty, save for a QR code to redeem a therapy session from Rula. (And, of course VL will serve up a scoop of your favorite flavor.)
It’s a collab that fuels Rula’s brand platform, which is all about how getting access to affordable and quality mental health care is easier than talking yourself out of it.
This activation comes swiftly after Rula launched its debut campaign with Mischief (we serve as their creative and media AOR).
👂 Top CMO’s advice on how to unlock very brave brand marketing
Receive this sweet ear candy curtesy of Marisa Thalberg—a top marketer behind some of the world’s most unignorable and effective brand work for companies including Taco Bell, Lowe’s, and JCPenney.
Her advice for achieving successful outcomes to chewy business challenges is simple to say but harder to do in practice: Asking questions that reframe how one would approach the problem.
Nice.
💻 Have you heard of screeshing?
It’s short for screen sharing. Like, “hey, can’t talk right now—I’m screeshing.” Which feels only marginally shorter than spelling out “screen sharing,” and a lot longer than using “SS.” But you do your thing corporate America.
📱 Facebook is reachmaxxing and suddenly a boon to creators and brands everywhere
Did you hear about this? People are saying Meta is juicing the Facebook algo to increase user reach. The reality, however, is more nuanced.
What Meta has actually done over the past 12–18 months is heavily rework Facebook’s recommendation and ranking systems using AI. The result is some creators and brands are seeing dramatically higher reach while others are seeing organic reach collapse. That’s because follower count matters less than content performance.
The biggest shift is that Facebook now behaves much more like TikTok: Content is distributed based on predicted engagement, not just who follows you.
Late last year, as Facebook was tuning up its AI-driven recommendations, the platform said it saw a 7% lift in organic feed/video views.
Meanwhile, Facebook launched its “Creator Fast Track,” which literally gives selected creators boosted reach on eligible Reels.
Something more mechanical and simple is happening, too: We opened our Instagram app the other day to be met with a notification that asked if we wanted to duplicate-post every Insta Reel to our Facebook page, with just one toggle. This set-and-forget switch is surely causing a deluge of Facebook content.
But reach is increasingly uneven.
Facebook is rewarding short-form video/Reels, original content, watch time, shares/sends, comments with conversation, fast early engagement and retention.
It is suppressing reposted content, engagement bait, link-heavy posts, low-retention videos, generic brand creative, and corporate-looking content.
This might explain why some marketers think Facebook reach is back, while others feel like organic distribution has died.
For brands specifically:
Organic reach for polished brand pages is still generally weaker than it was years ago.
But personality-driven content, founder content, creator partnerships, and entertaining Reels can suddenly scale very hard.
Facebook is rewarding content that feels like creator media more than traditional advertising.
This is good news if you’re in the business of creating something original and unignorable.
🤠 These Coors Banquet x Dutton Ranch spurs are the only fashion item you should be concerning yourself with right now
There’s no wrong way to open a beer, but this feels like the right way from now on.
Coors Banquet and Dutton Ranch present: Earn Your Spurs. The only spurs built for cowboys, and cowboy fans.
This is the latest in a series of collabs with the Yellowstone franchise. A little while back, Coors Banquet dedicated the inside of its tops to episode recaps to build hype for a new season.
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🏆 Adweek 100 Rising Stars work at Mischief and we’d like to brag about it
Nithya Charles & Henry Coffey
Junior Art Director & Junior Copywriter, Mischief @ No Fixed Address
Already stars: Landing at Mischief straight out of ad school in April 2025, this duo had already racked up the awards. Henry Coffey’s Brandcenter at VCU team were the first to win two Black Pencils at the D&AD New Blood Awards for “Ads for Rats,” while Nithya Charles won a Young Ones Gold Pencil for a gamified online stunt for Subway, as well as a D&AD New Blood Pencil for Yahoo’s “No Exclamation Needed,” which called out gendered expectations around professionalism.
Hit the ground running: Their first brief became the viral Capri Sun Solstice Pouch with 974 million total impressions and 331 earned media placements. Then in October, they created an ‘80s-infused throwback national commercial for Outback Steakhouse with a jingle lauded across the ad industry.
K thanks bye.
By Oliver McAteer, head of development & partner at Mischief
Great breakdown. eos proves the best marketing doesn’t just grab attention, it builds long-term brand equity.
Brave, consistent, and impossible to ignore.