The global pop sensation Taylor Swift has returned with a new album, and once again, brands aren't missing the opportunity to join the moment.
Swift's upcoming twelfth studio album, The Life of a Showgirl, was announced on August 12 at 12:12 a.m., in a short teaser clip featuring Swift and her boyfriend, NFL player Travis Kelce. The video was taken from an upcoming episode of Kelce's podcast, New Heights, shared with his brother Jason Kelce.
The timing, visual hints, and even the colours used in the run-up had Swift's devoted fanbase decoding clues for days.
What made this rollout different? One colour, orange, which, according to many Swifties, is very specific. A sparkling countdown appeared on Swift's official website in the hours before the reveal, and it didn't take long for brands, especially those already associated with the shade, to chime in with their own nods to the album's launch.
Orange Has Become A Marketing Moment
Taylor Swift's return to music is doing more than stirring excitement among fans; it's also reigniting a familiar frenzy in the branding world, which usually turns a trending moment into a marketing opportunity.
You know what looks good with orange??????? ❤️🔥 pic.twitter.com/Pye0udJTjR
— FedEx (@FedEx) August 12, 2025
FedEx, long known for its orange and purple logo, was one of the first to jump in, writing on social media, 'You know what looks good with orange??????? ❤️��', cleverly aligning itself with Swift's new aesthetic.
Popeyes also kept it short and in step with the theme, noting, 'Guess orange is trending now.' The Texas Longhorns capitalised on their signature colour too, joking, 'we've always been big fans of orange... guess that's just the Life of a Longhorn,' while the Philadelphia Flyers joined the chorus with a welcome message to what they called 'the Era of Orange.'
Other brands made subtle nods rather than overt references. McLaren, known for its papaya-toned Formula 1 cars, hinted at the timing of both their season's restart and Swift's era by tweeting, 'TS12 + 1 day left of shutdown... ⏳,' weaving Swift's timeline into their own content calendar.
The American coffee and doughnuts brand, Dunkin, also jumped in to show off their creativity, posting an image comparing the usual orange colour of their brand name with a sparkling orange one, similar to Swift's new theme.
Some Brands Got Creative With Orange
Not every company jumping on the TS12 wagon had orange in its palette, hence they spun the colour into their world with creativity. Buffalo Wild Wings teased a mystery launch, writing, 'something hot coming 8.20.25,' while McDonald's leaned into its playful tone by suggesting 'clowning about to pay off tn ❤️��.'
Meanwhile, Walmart simply posted, 'a girl can dream ��,' keeping it dreamy and ambiguous. Even PopUp Bagels and Sour Patch Kids found ways to slide into the trend, showing just how wide Swift's marketing ripple can go.
something hot coming 8.20.25 pic.twitter.com/fcPDPIGENH
— Buffalo Wild Wings (@BWWings) August 12, 2025
Perhaps most visually striking of all, the Empire State Building in New York City lit up orange the night of the announcement, and they captioned the image on X, saying 'Story of a Showgirl', which was an unmistakable nod to Swift's influence on culture and city landmarks alike.
A Colour That Signals More Than Just Style
Swift has long used colour to shape the identity of her albums, from the deep reds of her earlier work to the greyscale of The Tortured Poets Department.
Fans and critics are reading this new use of orange as a sign of self-expression and performance, fitting, given the album's title and the glitzy imagery it evokes. Publications like People, Glamour, and Harper's Bazaar have all noted how her styling, down to her makeup and wardrobe choices in the lead-up to the announcement and during the Eras Tour, hinted at a coordinated colour narrative.
Since The Life of a Showgirl era has officially kicked off, with any day Swift can drop her new single, it's clear that companies will be keeping a close eye on every detail she releases.
