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Workweek Newsletter {beacon}

Ari Murray

Sep 9th, 2026

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Bonjour Millionaire,

Happy back to school season to all who celebrate!

And to all who don’t, because it’s back to school time, whether you have kids, liked school, sell school-related products, or not. I don’t make the rules. We are in this place in time and we are current and our customer is moving in that direction so we go with them.

You may as well see how/if your brand can nod to it and make some $$$$...

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9 classy ways to go back to school and stay on-brand

I haven’t had a first day of school since 2016 when I attended 1 year of law school before coming to my senses and realizing that reading alone made me sad, and that blazers kinda look really, really ugly on me.

But, do I still long to break out a crisp spiral notebook and several new outfits every September? OBVIOUSLY. Do I have to wear blazers now? Yes, sometimes. But I buy really good, oversized, bitchy ones and hide in them and that helps.

Back to school is a cultural touchstone, a state of mind, a consumer catalyst long after you stuff your diploma in a cardboard box in your parents’ attic, never to be seen again. My mom shipped me my diplomas which was a little hurtful as she knows I don’t like clutter and love to throw away.

Does that mean you HAVE to participate in back to school? No.

It’s 1 of the most universal seasonal tentpoles we have as Marketers, though, and why would you sit out in the corner waiting for someone to realize you’re sitting out in the corner? Nobody will. Your customers will be moving with the culture over there while you are so fucking cool off with the wallflower brands.

Here’s how 9 smart brands did it without trying too hard, losing the plot, or making the back to school their entire theme. It’s just an angle! Chill out.

1️⃣. SKIMS

If “back to school” feels too young for your customer, try “back to campus.” This SKIMS collection could easily be repositioned around girls’ night in or cozy season later. I like when 1 PDP image nods to the theme. The books are from this year. The campus background is from 2025.

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2️⃣. SEPHORA

Don’t worry, no anti-aging serums for tweens in this collection. (Alas, 9-year-old Ari destroyed her skin barrier with Proactiv. Remember that shit?) “A+” invites everyone to shop. I like that they invited gift cards to the party, too. Cool aunts need something to buy! @Kayla get me 1.

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3️⃣. BRĒZ

Cannabis-infused beverages have no place in a school or near kids, so BRĒZ used email to speak directly to parents AFTER they get kids ready and on the schoolbus. Social posts could’ve been dicey and led to parent-shaming. A smaller, more engaged, opt-in channel feels right for this product.

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4️⃣. OLIPOP

Back to school’s the perfect time to lean into product education with a fun, low-lift, feel-good sweepstakes for kids AND their teachers. OLIPOP promoted it across social, but hosted the experience on Dailybreak.com (36M monthly active users!) to get in front of a bigger audience. Grape Olipop FOREVER. The refrigerated version. Not shelf-stable. Hate that.

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5️⃣. Stanley

When you always sell lunchboxes and water bottles, you don’t have to go nuts explaining why customers should shop during back to school. I like their popup. Not aesthetically of course, just the intention behind it.

6️⃣. Ballerina Farm

File under: Back to homeschool. The everyday routine-focused image and copy are so neutral that you could keep the ad up indefinitely and just refresh in-platform Meta copy to reflect back to school or whatever seasonal moment it happens to be should this take OFF.

7️⃣. LESET

An objectively good-looking ad that puts a sophisticated twist on back to school and justifies my desire to shop. I feel seen. I should really buy a new blazer.

8️⃣. Lalo

It’s not an easy space to compete in. The school lunchbox war. They do it well and I’ve loved everything I’ve bought from them. I used to work with Lalo in my agency days and they are always, always on the attack.

9️⃣. HexClad

Si vas a regresar a la escuela, no olvides hacerlo en varios idiomas. AHEM. If you’re gonna do back to school, don’t forget at a certain point, there’s only so much TAM left. Be ready to attack in multiple languages (within the US or out of the country).

WORKWEEK

9 classy ways to go back to school and stay on-brand

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