Nods to iconic film and TV like “Gilmore Girls” and “Christmas Vacation” aim to cut through the crowded retail marketing ecosystem this season.

Tressie Lieberman joins the coffee chain as part of new CEO Brian Niccol’s marketing overhaul, which also includes a recent agency appointment.

The Ferrero brand is promoting its cookie product with an in-person event and a podcast series that key into the popularity of book clubs.

The Selena Gomez-founded cosmetics brand is putting individuality at the center of its marketing as it continues to hold favor among Gen Z.