Instacart cracks into live experiences to cap off ’90s nostalgia blitz
Instacart is wrapping up its “Summer Like It’s ’99” campaign with its first-ever live consumer event. It’s a free, app-only Third Eye Blind concert at Terminal 5 in New York on September 4. The immersive ’90s-themed experience will recreate the decade’s vibe through neon-lit entrances, retro snacks like Capri-Sun and Dunkaroos, a “Frosted Tips” hair station sponsored by Frosted Flakes, custom airbrush merch for Instacart+ members, and Venmo-powered transactions. The event caps off a summer-long brand push combining throwback pricing—up to 47.2% off nostalgic staples—and creative ads, all aimed at reconnecting with millennials amid inflation while building brand affinity.
As a ’90s baby, this campaign immediately strikes a chord. I vividly remember begging for Lunchables in the grocery aisle, and pairing those throwback items with a live set from an iconic band feels like a time capsule come alive. That’s why it works: nostalgia sparks instant emotional ties when it feels authentic, not contrived. For marketers, it’s a strong reminder that shared cultural touchpoints can cut through noise, especially when coupled with real value like discounted classics.
For consumers, the effort feels lighthearted and refreshing, offering affordability and a sense of escape. Still, nostalgia only lasts so long but if overplayed, it risks losing its charm. The bigger opportunity lies in blending retro appeal with modern priorities like convenience, wellness, or sustainability, ensuring campaigns connect beyond the initial wave of sentimentality.
Vitoria Sherrod, Campaign Director
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Billie gets bold with out-of-home marketing
Out of home advertising has long been a staple for brands seeking mass reach and high-impact visibility. But as consumers are increasingly bombarded with ads and glued to their devices, static billboards and posters are no longer enough to pique interest. Interactivity has become crucial to capturing consumer attention and few brands have demonstrated this better than Billie, the direct-to-consumer shaving company.
The company has set a new benchmark for interactive out of home campaigns. Their recent collaboration with Chia Pet featured a playful twist on the 90s era relic that sprouted real underarm “hair” over time. This campaign paired with scratch-and-sniff billboards in New York invited passersby to emotionally and physically engage with the ad, creating memorable, multi-sensory experiences.
These campaigns show that the future of OOH is interactive. By inviting people to touch, smell, or watch an ad evolve, brands create moments that are not just seen, but truly experienced. In a world of endless scrolling, this is the kind of impact brands need to win.
Cassie Gonzalez, Campaign Director
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95% of AI pilots are failing – but why?
AI has become the corporate buzzword – AI this and AI that – but a new report published by MIT’s NANDA initiative, shows that while gen AI does hold promise, most programs to fuel rapid revenue growth are flat. The problem isn’t the tech – it’s the way companies are trying (and failing) to bolt it onto old ways of working. Tools like ChatGPT feel magical for individuals, but inside enterprises, they stall when they don’t mesh with messy workflows and siloed teams.
Meanwhile, the few winners tell a different story. Startups zeroing in on one pain point are scaling revenues overnight. Enterprises that buy specialized tools and partner smartly see success two-thirds of the time. And those taking the DIY are failing two times out of three. Even budget priorities are upside down: most money flows to sales and marketing initiatives, while the true ROI is quietly sitting in back-office automation –cutting outsourcing, streamlining operations, and shaving costs.
The takeaway: AI isn’t a magic wand that will fix every – it’s a mirror. If your organization is slow, working in siloes, and chasing shiny objects, AI will amplify that dysfunction. But if you’re willing to rewire how work gets done, it can live up to its promise. The winners won’t be the loudest adopters; they’ll be the smartest integrators.
Mark Sinclair, Managing Director
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