Post by Adam Kornblum

Sometimes the most valuable thing a brand owns isn’t a product. It’s a piece of culture. For Maybelline, that asset was one of the most recognizable taglines in advertising history: “Maybe she’s born with it. Maybe it’s Maybelline.” Over the years, the line had taken on a life of its own. People used it in memes, internet culture, and everyday social conversation. The challenge wasn’t creating a new slogan. It was making an iconic one feel relevant again. So instead of inventing something new, we went back to something timeless. After decades of going largely unused in advertising, we brought the iconic jingle back—reimagining it as an original song with Miley Cyrus and turning a classic brand asset into something culture could listen to, share, remix, and make its own. A reminder that great brand building isn’t always about creating new equity. Sometimes it’s about rediscovering the value of the equity you’ve already earned. Alexis Perakis-Valat, Tina Fair, Han Wen, Sandrine JOLLY, Yasmin Dastmalchi, Nicholas Rezabek, Brandon Rocha de Pina, Julie Delazyn, Allison Badea, Samantha Steinberger, @Josephine Roche, Amanda Hoo, Andrés Ordóñez, Danilo Boer, Suzanne Ayello, Barrett Zinderman, Nora Wolfe, Harley Saftler, George Gross, Gillian Goodman, Alan Cruz, Donny Dykowsky, Jared Horowitz, James Chana

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