What Brands Can Learn from Bridget Jones' Comeback:
Fictional as she may be, Bridget Jones has always represented the beautifully messy reality of modern womanhood, the heartbreaks, career mishaps, awkward encounters, and the constant juggling.....
Our beloved (and delightfully chaotic) Bridget Jones is back on our screens.
Gen Z, please sit this one out.
Let the OG marketers take a shot at this.
I have obsessively watched every single Bridget film.
So, when they announced the fourth (and final?!) instalment, I immediately marked my calendar and cleared my evening.
Naturally, in this newsletter, we have to talk about the marketing, the brand partnerships, and how this franchise has stayed relevant while moving with the times, with a dash of my own opinion on the film itself, the good and the bad.
Buckle up. This is a long one, I have a lot to say.
But first, can we acknowledge how much this film covers?
Age gaps
Dating in your 50s
Multi-racial relationships
Single parenting
Bridget has always given us something to discuss, and this time is no different.
A quick recap for those who aren't sure what all the hype is about: The franchise has been a box-office powerhouse, grossing over $760 million globally (Box Office Mojo). Bridget Jones's Diary alone made $282 million on a $25 million budget and even earned Renée Zellweger an Oscar nomination (Academy Awards).
Now, Bridget Jones: Mad About The Boy is set to be one of the biggest British films of 2025, according to who? Well, according to us fans.
And the fact that it took $15.5m in its first weekend, beating Marvel's first release of the year, Captain America: Brave New World, is a pretty good sign that it'll do more than alright.
Bridget's return is pure nostalgia for the people who have followed her since 2001.
Now in her 50s, she's navigating widowhood, and re-entering the dating world, which mirrors the realities of so many loyal fans who have grown up with her.
Already, there's an emotional connection to the film, fans have gone through their own ups and downs in life, and they were keen to see how Bridget got on.
Fictional as she may be, Bridget Jones has always represented the beautifully messy reality of modern womanhood, the heartbreaks, career mishaps, awkward encounters, and the constant juggling act of personal and professional life.
She's flawed, relatable, and unapologetically herself, which is exactly why audiences have stayed with her for over two decades.
With this latest film, fans weren't just watching Bridget Jones; they were seeing a reflection of their own lives, older, wiser, still figuring things out, but doing it with a bit more grace.
The key lesson for brands when choosing influencers or ambassadors?: Bridget's appeal isn't about perfection; it's about relatability. In a time like this, the millionaire influencer who only creates fashion haul videos may or may not be the right person for your brand, especially if you're a sustainable fashion brand. People don't just buy products, they buy into personalities and stories. The most impactful influencers and ambassadors are those who make audiences feel seen, whether that's through humour, vulnerability, or shared experiences. Right now, people want to feel good, and while marketing based on aspiration is great, there's a time and place for it.
I digress.
The film keeps what a lot of people love (the diary entries, the endearing awkwardness) while weaving in modern themes that hit home for a new generation.
The talented cast includes Chiwetel Ejiofor as Mr. Walliker, bringing his characteristic charm to the franchise.
Not to be a broken record, but this is something brands really need to remember: No one's saying don't evolve with the times, but when brands completely ditch the very things that made them stand out or that made fans fall in love with them in the first place, it can seriously affect the customer experience. Remember Gap’s failed logo rebrand in 2010? Gap’s attempt to modernise its classic logo was met with immediate backlash, forcing the company to revert to its original design in just six days.
Bridget's love interest this time? A younger man (The White Lotus' Leo Woodall). The film leans into the conversation around so-called "cougar" relationships with refreshing nuance.
Chef's kiss.
With the rise of more women openly dating younger men, I thought this was brilliant.
Anyways, let's get into what you're really here for and that's the brand partnerships and the marketing:
Was it a hit or a miss?
If we're basing this off of the numbers, then a hit.
People are suddenly obsessed with three very specific foods, and it seems like everyone is channeling their inner Bridget.
According to Waitrose, searches for classic recipes have surged in anticipation of the film's release: Leek and potato soup searches are up 233%.
Orange marmalade searches have jumped 553%.
Turkey curry (the dish Bridget's mum serves when introducing her to Mark Darcy) is up 200%.
And let's not forget Bridget's beloved chardonnay, sales of Oxford Landing are up 21%, while Yellow Tail is up 13%.
It seems like everyone's ready to sip and snack along with their favourite fictional character.
But it's not just food that's cashing in on Bridget's big return, brands are jumping in too, with some clever partnerships:
Tinder launched a campaign following a real-life Bridget Jones on her 2025 dating journey.
The campaign kicked off with a video that pays homage to the iconic opening scene of Bridget Jones's Diary.
PopWorks Snacks partnered with Bridget Jones: Mad About The Boy for an on-pack giveaway.
Fans can grab Sweet BBQ or Sweet & Salty snacks for a chance to win exclusive Bridget-themed prizes.
GĂ¼ celebrated the film's release with special Bridget Jones branding on their products and even threw in a luxury city break giveaway.
Plus, they got extra creative with a pop-up billboard featuring Mark Darcy's iconic line: "I like you, just as you are", or should we say, just as GĂ¼ are!
Waitrose & Partners teased their own blue leek and potato soup on social media, because who wouldn't want to dine like Bridget?
It's clear that Bridget Jones fever is taking over London (and possibly beyond.)
Anyways,
That’s all for today.
Until next time, keep listening, keep learning, and keep evolving.
And make sure you digress often. Curiosity is key to winning in this game.
Charlotte
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