Goodles and BLACKPINK Signal Bold Brand Moves in 2025

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In mid‑July 2025, two brands—Goodles and BLACKPINK—launched campaigns that highlight a new wave of brand reinvention: prioritizing adult‑centric nostalgia and pop‑culture cachet to cut through the clutter in competitive markets.

Goodles, originally known for its healthy take on mac‑and‑cheese, has jumped from niche player to mainstream contender. Once capturing just 0.6 % of the U.S. shelf‑stable segment in 2023, the brand surged to a 4 % share by 2024, stealing shelf space from giants like Kraft and Velveeta . With $28 million in funding and profitability achieved last year, Goodles embraced bold branding—“Noodles, Gooder”—adult‑focused flavor names, and vibrant packaging. Its savvy influencer and retail push has flipped a childhood staple into a grown‑up indulgence.

Meanwhile, K‑pop powerhouse BLACKPINK joined forces with two iconic American sports franchises—the Lakers and Dodgers—at a Complex LA pop‑up from July 11–13 . The drop featured co‑branded apparel that quickly went viral, feeding fan crossover from music to sports. The campaign underscores how brands are increasingly leveraging pop‑culture fusion to ignite social buzz and reach diverse audiences.

These two examples illustrate a broader branding shift identified by TrendHunter: design‑forward packaging and celebrity tie‑ins remain a top July branding trend—evidenced by Netflix’s “Squid Game” collaboration on JINRO soju and Wella’s inclusion of Indigenous‑designer packaging . Brands are not just selling products—they’re selling moments and cultural alignment.

As consumer attention becomes scarcer, brand relevance will be won by those who blend nostalgia, social resonance, and novelty. Goodles and BLACKPINK’s recent moves signal that connecting with adults—and fandoms—is now a potent growth strategy. Watch for more pop‑culture collaborations and category reinventions as market leaders pivot to emotionally rich storytelling.