Five Brands That Mastered Personal Connection in 2024.
From Airbnb to Pepsi, top marketers are turning community and AI into memorable experiences.
Some of the most memorable brand marketing of 2024 wasn’t just about flashy campaigns or big budgets, it was about connection. Leading brands focused on communities, personalization, and experiences that resonate on a human level. As we look to 2025, expect even more campaigns designed to deepen the customer experience and create real, lasting engagement.
Here are five standout examples of how brands made their audiences feel seen, heard, and empowered last year.
1. Airbnb: Celebrating Host Communities
Airbnb’s approach to experiential marketing goes beyond events. In 2024, the platform emphasized the personal stories and passions of its 5 million hosts. The fifth Festival of Hospitality invited hosts to share what they love about their communities while participating in quality and social responsibility initiatives.
Hosts critiqued each other’s listings, organized support for Canadian wildfire victims, collaborated with affordable housing charities, and participated in inclusive marketing surveys for U.S. Hispanic travelers. The campaign reinforced the sense that Airbnb isn’t just a platform, it’s a community where shared experiences and social responsibility matter.
2. Amazon: AI at the Heart of Shopping
Amazon doubled down on personalization in 2024, giving small and mid-sized businesses generative AI tools to enhance online engagement. From AI-powered ad creatives to refined product recommendations based on past purchases and behavior, Amazon made shopping smarter and more personal.
The company also expanded the reach of its AI personal shopper, Rufus, helping consumers compare products, analyze reviews, and make informed decisions. These AI-driven experiences turned everyday customers into advocates and gave businesses new ways to thrive.
3. CVS Health: Purpose-Driven Wellness
CVS Health strengthened its brand by aligning business goals with social impact. Its Healthy 2030 impact report highlighted programs that improve community well-being, tackle asthma and food insecurity, and support women’s health.
The brand combined acquisitions like Oak Street Health and Signify Health with pharmacy services to create Healthspire, a holistic, purpose-driven healthcare brand. CVS also launched CostVantage and TrueCost to make healthcare more transparent while maintaining a personal connection with consumers.
4. Pepsi: Bold Design and Cultural Relevance
Pepsi leaned into nostalgia while staying current in 2024. The brand refreshed its midcentury globe logo and boldface brandmark, embracing vivid colors and high-contrast packaging to highlight new flavors like lime and peach, and the all-black Pepsi Zero Sugar.
Beyond visuals, Pepsi partnered with influencers in sports and music, including NFL promotions with Megan Thee Stallion. This combination of design, culture, and bold storytelling ensured the brand remained relevant in a crowded beverage market.
5. Pop-Tarts: Playful Experiential Marketing
Sometimes, brand marketing is pure fun. Pop-Tarts brought a mascot to the 2024 Florida Citrus Bowl, aligning the brand with youth, sports, and humor. Fans and social media audiences engaged enthusiastically, sharing moments from the Frosted Cinnamon Roll mascot’s antics.
The campaign extended the brand experience beyond the product itself, turning a college football event into an interactive, playful brand moment that resonated with families and sports enthusiasts alike.
Bottom Line
Connection is Everything.
2024 showed that the brands making the biggest impact weren’t just selling products, they were building relationships.
Whether through AI, experiential campaigns, bold design, or purpose-driven initiatives, companies that connect with consumers on a personal level create memorable, lasting impressions.
Moving forward, expect brands to double down on community, personalization, and storytelling, using every tool from live events to AI-driven experiences to make consumers feel like participants, not just buyers.
