40 and fine with it

At a time when brands are increasingly accused of losing authenticity in pursuit of youth and relevancy, California Pizza Kitchen (CPK) is celebrating its 40th anniversary by leaning into that exact tension—with a campaign that's deliberately "delusional." Partnering with creative agency Iris, CPK executed a bold, intentionally chaotic rebrand to dramatize the marketing panic that can set in when brands hit milestone birthdays.

The strategy? First deny, then embrace their age—with a provocative three-phase rollout The fake rebrand campaign rolled out across social, digital, OOH and in-store activations, culminating in ex-employee and actor Busy Philipps’ intervention today and a return to the brand’s legacy under the platform “40 and fine with it.”

Previously, CPK feigned a mid-life crisis ahead of turning 40, debuting “new branding” across all digital channels. Inspired by streetwear fashion and culture to stay fresh with today’s consumers, the holistic but fake brand was brought to life through preposterous videos, graphics, and images, leaving everyone wondering what was truly going on.

This dramatically misguided reinvention in an attempt to stay relevant to a younger audience included:

A high-gloss, high-fashion brand film featuring models posing with pizza in surreal nightclub-like environments.
A total identity overhaul, including new uniforms, packaging, signage, and a logo redesign.
A social-first, Hypebeast-inspired aesthetic featuring cryptic taglines like “THE RECIPE WILL NOT BE FOLLOWED” and “CPK: FRESH. TO. DEATH.”
A full overhaul of CPK.COM and even a Shopify merch store launch at CPKDROP.COM to shop the new apparel.

As the campaign reached peak absurdity, CPK’s most famous ex-employee, Busy Philipps, stepped in from the outside earlier this week with a reaction video posted on across social media, questioning the brand's new direction, humorously expressing concern over its radical departure from its family-friendly roots. Her candid reaction video playfully critiques everything from the uniforms to the edgy new logo, ultimately offering her support to help guide CPK back to reality.

Her reaction sets the stage for the a mockumentary-style hero film in which Philipps steps in to "fix" the brand. Through a series of candid, deadpan interactions with CPK employees, Busy Philipps delivers a sharp, comedic takedown of the rebrand’s most delusional elements - calling out everything from the impractical uniforms to the over-stylized logo with her trademark humor and sarcasm.

As the campaign unfolds, she reintroduces beloved dishes from CPK’s past, reminding the brand - and its audience - what made it iconic in the first place. Her presence helps shift the narrative from denial to celebration, repositioning CPK as a brand that’s not just turning 40, but proudly owning it.

This campaign humorously taps into an ongoing marketing conversation about authenticity versus chasing younger demographics, vividly illustrating the pitfalls—and potential—of brand reinvention.