They Said January Marketing Was Dead

January is usually when marketing goes quiet.

Budgets are tight, inboxes are full of "let's circle back in Feb" and many brands play it safe or functional with discount offers. Not this lot.

From ketchup-friendly fry boxes and snow-filled beer chalices to secret menus, retro chemists and a grandmother as brand ambassador, these are the campaigns and brands that have kicked off 2026 in style.

Below is our round-up of the best marketing campaigns from January 2026 – smart, culturally tuned work that proves the year didn't need warming up before things got interesting.

After more than 75 years of unchanged design, the humble fry box has finally received an upgrade – thanks to Heinz and agency Rethink. Sometimes the best ideas hide in plain sight.

As heavy snow fell on Toronto, it fills an oversized chalice, creating the illusion of frothy beer foam spilling over the top of the billboard. The weather did the work. The brand simply had the good sense to let it.

Design agency Seletti and Mario Paroli debuted the BIC Lamp at Maison Objet in Paris as a tribute to the iconic Cristal pen. A pen that wrote a billion words now lights a room.

Absolut Vodka and Tabasco have teamed up to launch a bold new spirit. Two strong personalities in one bottle. Not for everyone. Which is precisely the point.

Anya Hindmarch brings nostalgic flair to Britain's beloved high street chemist with the launch of a 1970s-inspired concept store. The past sells. But only when you handle it with care and wit.

IKEA spotlights the quality of its products in a confident campaign from Mother London. When everyone zigs, you zag.

A coffee concept shop threw down the gauntlet with a bold message: if you don't want a flat white, you can f*ck off. Constraint breeds clarity. Too many choices breed confusion.

Audi marks the drop in temperatures with a timely DOOH campaign that positions its all-wheel drive technology as synonymous with winter readiness. Relevance is timing. Timing is everything.