Today’s Marketing
Sponsor the ritual fans already wait for
Sol de Janeiro

Sponsor the ritual fans already wait for

Mariah Carey posted her yearly IT'S TIME!!! video at midnight New York time on Nov 1, 2026, tagged #SoldeJaneiroPartner. The 59 second video opens on a New York City clock at 11:58 PM with Mariah as a punk rocker on Halloween, then flips to Mariah in a red Santa dress on top of a giant Christmas tree. Near the end a Sol de Janeiro bag sits under the tree and she holds up a Sol de Janeiro 62 bottle. The post passed 170,000 likes and 6 million views within 10 hours.

Updated · By Blake Emal

Fans wait all year for this one post and share it on their own, so the brand gets millions of views it did not have to earn, and the product shows up for a second inside the joke instead of as a break from it.

  1. Find a moment your buyers already wait for every year
  2. Partner with the person who owns that moment
  3. Put your product in the scene for a second, not in the script
  4. Let them post it on their own account with a clear partner tag

Posted Nov 1, 2026 with 174,258 likes and 6,115,590 views · Sol de Janeiro

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