Fumble Sunday

Author

Alberto Santiago Deida
February 09, 2025

Every Sunday, during my morning cafecito (or yerba mate), I’ll share three powerful ideas transforming culture. Some ideas will be ads or about advertising. Some may be about design or fashion. Others will be about art, illustration, animation, motion, audio, cinema, books, or any other big idea worth sharing and discussing. You get the idea.

TL;DR
a. I will share 3 big ideas
b. Cause I care about powerful ideas
c. And you should too, so please subscribe

Idea 1. Up&Up by Collins

Before

After

In the fierce battlefield of private label retail, Target’s up&up line isn’t just surviving—it’s thriving. With $3 billion in sales and over 2,000 SKUs, this private label powerhouse has transformed from a cost-cutting alternative into a brand consumers love, offering premium products at 10-30% savings versus national brands.

www.wearecollins.com/work/up-and-up

Can a value brand perform when it looks this good? Target needs it urgently. Amazing work by Collins for Up&Up from Target.

More on the rebrand from Under Consideration.

Target Doubles Down

New Logo and Packaging for up&up by COLLINS

www.underconsideration.com/brandnew/archives/new_logo_and_packaging_for_upup_by_collins.php

Idea 2. Ad Meter 2025

Ad Meter 2025 - Vote for the Best Super Bowl Commercials

Rank the top Super Bowl commercials with Ad Meter 2025. Join the fun, cast your votes, and see which ads score big this year!

admeter.usatoday.com/2025

If you are the kind of NFL fan here only for the ads, today is the day. All the big, beautiful, big game ads are at https://admeter.usatoday.com/2025. Cast your vote for your favorites and enjoy the halftime show.

Idea 3. Dropbox New Brand Guidelines

Dropbox Brand Guidelines

At Dropbox, our Brand Guidelines help us infuse everything we make with identity. From icons to illustration, logos to language, this collection is the foundation for how Dropbox looks, feels, and sounds like Dropbox.

brand.dropbox.com

All brands need to check how Dropbox is doing branding and guidelines. Perfection. No notes.

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