Brands React to Taylor Swift and Travis Kelce’s Engagement

Two weeks after announcing her 12th album, The Life of a Showgirl, Taylor Swift is now engaged.

The singer announced the news on Instagram on Tuesday, Aug. 26, sharing photos of her and her now-fiancé, Kansas City Chiefs tight end Travis Kelce, posing in a floral garden. “Your English teacher and your gym teacher are getting married,” she wrote.

Naturally, the proposal sent the internet into a frenzy, with 27 million likes and counting on the original post. As ever, brands were quick to react to the moment, too, claiming dibs on their involvement in the wedding and using it as a marketing opportunity. The buzz follows campaigns from Panera and Reese’s last week, which were tied to the singer’s upcoming album.

“Successful reactive marketing isn’t about jumping on every trend; it’s about participating in the right moments,” Miruna Dragomir, chief marketing officer (CMO) at content collaboration platform Planable, told ADWEEK. “Brands that avoid these pitfalls and maintain methodical approaches are creating long-term competitive advantages.”

Following Kelce’s proposal, ADWEEK has rounded up some of the best brand reactions.

DraftKings

@draftkings

“Taylor Swift and Travis Kelce are engaged!” Larry David: (🎥: @todayshow )

♬ original sound – DraftKings

Closest thing Americans will ever get to a royal wedding pic.twitter.com/18qdnzPLh3

— DraftKings (@DraftKings) August 26, 2025

Krispy Kreme

Olipop