Festive Father’s Day 2024 campaigns, from Pepsi, Staples, Dr Squatch & more

Pepsi and chef Bobby Flay have collaborated on a scent that melds cola with the smoky essence of a flame-fired grill, offering a sensory journey of summer BBQs. Meanwhile, Staples is transforming dads’ old tech relics into stylish fashion statements. On a more serious note, Parents for Safe Online Spaces (ParentsSOS) sheds light on the critical issue of digital safety for children.

Whether it’s savoring the essence of a summer BBQ or embracing tech nostalgia in style, explore these inventive Father’s Day offerings below.

Pepsi’s launches ‘Smoked’ Cola-ogne for grill enthusiasts

For Father’s Day, Pepsi introduces ‘Smoked: A grilling inspired Cola-ogne,’ the world’s first-ever fragrance blending the aroma of Pepsi with the essence of a flame-fired grill. Created in collaboration with Food Network star chef Bobby Flay, the fragrance combines notes of smoke, spice, caramel and citrus to evoke the mouth-watering experience of a summer BBQ. As part of the campaign, Pepsi also launched the Better With Pepsi Grill Dad Giveaway, offering fans a chance to win a 50ml bottle of smoked along with exclusive Grill Dad apparel and accessories. Sampling events at select Walmart locations in Denver, Miami and Philadelphia allow consumers to experience the scent firsthand.

Dr Squatch values Nick Cannon’s ballistic legacy

Nick Cannon’s prolific fatherhood and rumored vasectomy have sparked a humorous yet serious campaign with natural soap brand Dr Squatch, valuing his reproductive prowess at $10m. Dubbed ‘Most Valuable Balls,’ this partnership ensures ironclad protection for Cannon’s future offspring through innovative Ball Care products, like the Groin Guardian Electric Trimmer, Ball Barrier Dry Lotion and Beast Wipes. Dr Squatch’s Ball Valuation Tool, men can reportedly discover their own “ball value” and invest in hygiene with products. The initiative, created by earned creative agency Made You Feel, aims to destigmatize below-the-belt care, promoting confidence and health among men while celebrating Cannon’s family legacy.

Staples fashions fathers with a ‘Cable’ knit sweater vest

Office supply store Staples is turning hard-to-recycle items into fashion statements with its new Cable Knit Sweater Vest collection, crafted for dads who cherish their old tech treasures. This innovative campaign not only declutters dad’s workspace but also celebrates his quirks with style and eco-consciousness. Staples invites customers to recycle old cables and tech items at their stores nationwide, which will offer them chances to win this exclusive vest and other rewards.

Elijah Craig’s Toast to Fatherhood

In a heartfelt ode to fatherhood, Elijah Craig Bourbon has unveiled a new campaign crafted in collaboration with its agency of record, Method1. Celebrated as the pioneer behind Bourbon, Elijah Craig’s poignant ad spans generations, capturing the essence of paternal bonds through nostalgic artifacts and cherished moments. Anchored by their signature Toasted Barrel Bourbon, the campaign encourages shared reflections and heartfelt connections over a glass of this timeless spirit.

A plea for digital safety action from senator Schumer

Campaigning group Parents for Safe Online Spaces, or ParentsSOS, has launched a poignant PSA aimed at senator Chuck Schumer, urging him to bring the Kids Online Safety Act (Kosa) to a Senate floor vote. Backed by bereaved families like Todd and Mia Minor, who tragically lost their son to online dangers, the campaign includes digital billboards in Times Square and a heartfelt video testimonial. With bipartisan support from 70 co-sponsors, the campaign emphasizes the urgent need for legislative action to safeguard children from online risks. As New Yorkers and Capitol Hill staffers view the ads across national platforms, the push intensifies to prioritize digital safety and protect future generations online.

Dads & daughters reel in memories with ‘Take Me Fishing’

Evite launched a nationwide campaign inspired by childhood memories, ‘Take Me Fishing,’ by Colle McVoy. The work urges dads to reconnect with their daughters through fishing. It also aims to reverse trends highlighted in the Recreational Boating & Fishing Foundation’s recent report, which found that adolescent girls stop fishing at a rate 11% higher than their male counterparts. Partnering with Minneapolis-based Make studio, the initiative unfolds through the animated short film ‘Second Catch,’ which recounts relatable tales of family tradition and rediscovery.

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