Brands are continuing to find creative and unconventional ways to advertise their products and engage with customers. These campaigns, referred to as “acts, not ads” or ANA by creative agency Johannes Leonardo, often involve partnerships and investments in order to execute them. While some may view these campaigns as risky, they can be successful in terms of sales, overall impressions, and impact on brand perception. For example, Kraft Heinz’s Velveeta brand’s “Veltini,” cheese-scented nail polish and “Foodie Call,” a meal-delivery hotline, received attention and sparked interest from other brands. Similarly, Coors Light’s “Chill Polish,” a limited-edition nail polish that can detect the temperature of a can of Coors Light, has been selling out faster than expected. Brands such as Chipotle and Oscar Mayer are also looking to create “moments” that will drive relevancy for their brands and culture.