It doesn’t take much to spark a social-media stampede on a summer Friday, and Taylor Swift has done it again. After revealing details of her new album on "New Heights," the podcast her boyfriend Travis Kelce co-hosts with his brother Jason, brands launched an orange-a-thon, swapping logos for Swift’s current favorite
color and winking at the news on their social channels.
The pop star also shared that she’s been baking sourdough bread — occasionally with
Funfetti — and “talking about bread 60% of the time.” Brands ran with both ideas. Olive Garden dressed one of its famous breadsticks in a showgirl costume: “She’s giving
carbs, couture, and confetti,” it posted. “Consider this our official album cover prediction.” Panera Bread went pun-first with: “Its a loaf story baby just say yeast.”
Walmart staged three employees in full showgirl mode, Bentonville, Arkansas-style.
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“Orange you glad Taylor Swift is back?” asked Billboard, which spotted brand love from Target (putting orange-glitter
headphones on Bullseye for his “showdog era”), Mr. Owl of Tootsie Pop fame, Google, Crumbl Cookies, and even Elmo, doing jazz hands for “The Life of a Showmonster.”
FedEx glittered up its logo and joked, “The only thing better than receiving a Funfetti sourdough loaf from Taylor Swift would be receiving a Funfetti sourdough loaf from Taylor Swift in a
FedEx box.” Funfetti’s own account joined in, announcing it was “in our showgirl era” and offering a recipe for a “Funfetti tsunami cake.”
According to AP, “orange is the new green,” with
big-brand memes rolling out almost instantly. Swift has become an economic tour de force: her Eras Tour was the first to cross the billion-dollar mark, with cities seeing major boosts in hotel,
restaurant, and retail spending.
And now, she’s adding one more economic ripple — at least in logo-land — proving that when Taylor turns to
tangerine, brands will happily peel off their old colors.