The UK’s been basking in the sun recently, actual blue skies, ice cream vans doing laps and BBQs a plenty (enjoy it whilst it lasts). And whether you’ve been wilting in the office or working from a park bench, there’s no denying it, we’re all feeling extra summery.
So, what better time to look back at some of our favourite brand campaigns that have captured that summer sentiment just right?
Summer campaigns aren’t just about sunglasses and stock footage of smiley people in Hawaiian shirts. The best ones tap into the mood of the season. Lighter, freer, more emotionally open, then use it to build something memorable.
Here are a few of our favourite examples, plus what your brand can learn from each one when the sun’s out and attention spans are down.
If you’re curious about how you can elevate your brand you can reach out to our Client Services Director, Juliette Neault, via [email protected].
☀️ Fosters: Good Call
A classic series that’s still running to this day, Foster’s “Good Call” ads were simply made for summer. Two laid-back Aussie blokes Brad and Dan, chilling in a sunny beach shack offering wise (and very tongue-in-cheek) advice to confused Brits calling in with life dilemmas. The tone was warm, humorous and didn’t take itself too seriously.
What made it work?
It felt like a mate in the beer garden, that’s exactly where the audience wanted to be and Foster’s met them there. The product was part of the vibe, and as well as being highly memorable and quotable, the ad forms lasting positive associations with the brand. Helping to cement Foster’s in the audience’s mind as a reliable, smart, fun choice.
Takeaway:
Consider what you want your audiences to think of when they think of your brand. What are the brand personality markers that will help to reinforce the essence of your brand in all of its interactions, and could humour, relatability and charm help you to get there?
🏊 EasyJet Holidays: National Swim School Programme
Not every summer campaign needs to centre on sunshine and spritzes. easyJet Holidays took a refreshing, purpose-led approach with its National Swim School campaign, launching in late June 2025. In partnership with Olympic swimmer Tom Dean and the Royal Life Saving Society UK. With the brand offering free lessons to 1,000 people to tackle a national swimming crisis that sees 1 in 6 British adults unable to swim.
What made it work?
The campaign lands right in the heart of summer, when swimming is top of mind but flips the usual narrative. Instead of selling escapism, easyJet Holidays helps make those escapes more enjoyable, safe and accessible. The tone is empowering, inclusive, and emotionally resonant. It’s not just about where they take you, but how confident you feel when you get there, and of course generating some fantastic PR whilst helping those in need.
Takeaway:
Summer increases the timeliness of many campaigns, but it doesn’t have to mean superficial. Ask yourself, what’s holding people back, and how you can help to improve their situation. Purpose, done right, builds real trust, shows the world what you stand for and makes a promise to your audiences.
🥤 Coca-Cola: Share a Coke
Annnd back to beverage brands… Launching in the early summer of 2013 in the UK, and still one of the most effective campaigns ever, Coke swapped out their logo for 150 popular names and turned every bottle into a conversation starter. It gave people a reason to engage, share, and post, all during peak picnic and park season.
What made it work?
It wasn’t just brilliantly personal, it was social. It turned the product into a moment, and it did it when people were already outside and interacting. It also turned the act of buying a coke into something more emotional, rather than thinking “I don’t care which one I get’, or ‘is there a colder one further back”, the reaction to seeing your name was “this is mine”. And the reaction to seeing a friend or family members’ name was “I should surprise them.” It was a campaign built on connection, fun and novelty, which was brought back to life for a new generation in 2025.
Takeaway:
Think about participation. Summer’s inherently social, so give people something to do or talk about. Bonus points if it gets people actively seeking out your brand.
🌍 Airbnb: Belong Anywhere
The “Belong Anywhere” campaign officially launched in July 2014 and was designed as AirBnb’s first global brand campaign, helping to reposition the company around the emotional benefit of travel and belonging rather than just accommodation. Although it wasn’t strictly a summer campaign, it just happened to embody a lot of what people emotionally respond to during summer, that being relaxation, exploration and warmth, and that’s probably why it feels like one.
What made it work?
They understood what summer and really travel in general is all about: a change of pace, a change of scenery, and a sense of discovery. And they showed it all through real, diverse people and places to create a sense of a global community.
Takeaway:
Focus less on features, and more on how your brand helps people break out of their day-to-day, how it makes them feel and how you create meaningful moments together.
Feeling inspired yet? Here’s what to keep in mind:
Align with the seasonal mindset – If everyone’s in “sun’s out, out of office” mode, don’t come in with heavy messaging. Opt instead for content that feels effortless, uplifting, and emotionally in sync with the summer state of mind.
Go social (in the real sense) – Think shareable and social-first. Think about something that people would want to engage with, send to a friend or post on a sunny afternoon. Prioritise campaigns that spark real interaction – not just impressions.
Sell the experience, not just the product or service’s features – What does your brand enable? Focus on that, the transformation that takes place and how people will feel as a result, and you’ll get the emotional buy-in
Seasonal doesn’t mean throwaway – Even lighter-touch campaigns should line up to long-term goals. Whether that’s brand awareness, lead generation, or audience engagement, as well as feeling consistent with your brand. Build warmth without losing focus.
