New year, new you. As marketing messages go, the traditional start of the year messaging to immediately morph yourself into someone or something completely new, is a surefire route to self sabotage.

Whilst I have an existential hatred of New Year's resolutions, there is no denying that January is a moment for reappraisal. After the excess of the festive season, renewed commitments to healthy living, dry January and better boundaries are not to be scoffed at. We may all collectively roll our eyes at the 5 to 9 before the 9 to 5 (presumably these dudes have never heard of a school run), but fundamentally, the drive to do things differently should be applauded. Simply wanting to do things differently does not make you a schmuck. 

Brands too have a role to play in supporting consumers to make better choices, without punishing them for simply existing in their own bodies. Credit too must go to the creative thinkers who came out of the starting blocks with such clarity in a year of such geopolitical chaos. 

With that positivity in mind, here are six brilliant marketing strategies that marked the start of 2026:

1. Boundaries are a brilliant marketing strategy

Expect boundaries to be a regular feature in marketing this year as consumers and organisations alike look to move beyond the always on circle of perpetual burnout. As Sarah Jessica Parkers’ powerful new global campaign for Tanqueray underlines the mantra that no is a complete sentence will outlive the January blues. 

2. Blue Monday is a myth, but January escapism is real

The concept of ‘Blue Monday’, the most miserable day of the year, may well be a myth dreamed up by the now-defunct travel brand Sky Travel, but the fact that holiday bookings spike in January is rooted in truth. A truth reflected in the flurry of travel brands urging consumers to ditch the dullness of the commute in favour of sunnier destinations. In this sea of sameness, Loveholidays successfully delivered a dose of creative cut through in an upbeat campaign based on using real books as the creative spark. January escapism at its best. 

3. Investing is for everyone

At a time of year that can bring post-festive season shoppers' remorse, AJ Bell reminded consumers that investing is for everyone. In a year in which the ever-increasing cost of living and the rising gender pension gap continues to drive debate, the brand is driving a more inclusive approach to finance looks to top the agenda. In a world of ‘buy now, pay later’ credit, 2026 may well be a year in which consumers keep the receipts of poor behaviour.

4. Fitness isn’t about shrinking yourself

In a post-GLP-1 world, fitness brands continue to reinvent themselves, shifting away from a narrative that has historically been rooted in an unending quest to shrink yourself, particularly if you are a woman. Asics continues its successful strategy of underlining the mental benefits of movement, successfully bringing good vibes to January. Elsewhere, at the time of year when it is dark when you leave the house and dark when you come home, Montirex urged ‘everyday athletes’ to ‘outwork winter’. Much-needed light relief was provided in the form of challenger gym brand GymNation, which launched the world’s highest gym class. Elsewhere, Pure Gym celebrated the post-workout glow. 

5. Healthy choices don’t have to be so serious

Mindful Chef was hot out of the blocks with a new campaign, created by Mother, underlining the joy of healthy cooking. While ethical chocolate brand Divine gave consumers reasons to feel good about buying chocolate by underlining its ownership structure in a beautiful rebrand.

Dry January doesn’t have to be deadly serious. A truth underlined by Alcohol Change UK’s comedy night. 

6. Kindness is a killer marketing strategy

Who knew that Mr Rodgers was the marketing guru we didn’t know we needed? For 30-years Mr Rodgers guided children through life lessons in his iconic show Mr Rodgers Neighbourhood. (If you want to go down a beautiful rabbit hole, social media genius Rachel Karten writes eloquently about Mr Rodgers marketing here.) Rocket Mortgages, led by Britain’s best marketing export, Jonathan Mildenhall, released a teaser trailer for its Superbowl Spot featuring a Lady Gaga cover of the track. The official spot may not have dropped yet, but the hype alone means it will doubtless become an iconic piece of SuperBowl marketing. A brand successfully proving that advertising can drive culture through unmissable entertainment and dedication to craft.