☕ Pass the smell test
Why a deodorant brand showed up at New York Comic Con.
Marketing Brew <[email protected]>
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Morning Brew promotes its newsletter content, featuring stories about Fox hiring a creator correspondent and Dove Men+Care's presence at New York Comic Con. The brand highlights the value of building relationships with fans at events like NYCC. Morning Brew covers the intersection of marketing and pop culture.
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596 words · about 3 min to read
October 20, 2026
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It’s Tuesday. Remember when Fox paid a couple of guys to watch the entirety of the World Cup from inside a glass cube in Times Square? Well, now the broadcaster has hired one of them, Austin Franklin, to be Fox One’s first-ever creator correspondent, according to the company.
In today’s edition:
Thanks, but no thanks 🚫
—Jennimai Nguyen, Jasmine Sheena
SOCIAL & INFLUENCERS
Value exchange
Dove Men+Care's booth at NYCC
Throw a dart at New York Comic Con (NYCC), and you’re likely to hit an anime lover, comic enthusiast, cosplayer, gamer, TV superfan—or one person who’s all of the above, walking among a crowd of roughly 250,000 others just like them.
Turns out, that kind of person is exactly who many brand marketers want to build relationships with.
Since 2006, the Javits Center has been home to NYCC, welcoming fans of all kinds to gather and engage with their favorite pop culture stories. Home to everything from celebrity panels to exclusive screenings to artist and merch booths, the event has long been a natural place to bring new and enduring entertainment properties to life. This year, fans could immerse themselves in Peacock’s Camp Crystal Lake experience, which brought the Friday the 13th prequel series Crystal Lake to life, or marvel at a 10-foot-long crocheted Appa toy, part of Paramount Games’s launch of the video game Avatar Legends: The Fighting Game, to name just a few options.
As NYCC celebrated 20 years over four days of action, shows old and new still found the convention to be a prime place to introduce and stoke fandom. But alongside the expected entertainment properties were also non-endemic consumer brands like body-care brand Dove Men+Care, which found the fervor of NYCC fandom too strong to resist.
Dove Men+Care first showed up at NYCC last year, mainly showing up at the event with product samples.
This year, the company dedicated efforts to a digital OOH campaign and creator collaborations in addition to a show-floor booth experience.
“We decided if we’re coming back again and we’re entering this sacred space, that we really wanted to provide extra value to the community,” Lindsey Lapin, associate director of marketing for Dove Men+Care at Unilever, told us.
For more details on the brand’s fandom-first approach and why the brand’s marketers aim to have the brand showing up to solve consumer pain points, continue reading here.—JN
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