Ad Age reporter Gillian Follett breaks down why brands are leaning into the limited-edition strategy, the elements of a successful product drop strategy and more holiday social media trends.

Plus, what Unilever's big bet on influencer marketing means for the industry, and the details on Peeps, Mike and Ike's and Hot Tamales' new ad agency.

Dig deeper on the topics mentioned in this week's episode:

~Dig deeper into Starbucks' Bearista cup strategy

~Catch up on little treat culture and the trinket craze

~Watch holiday ads from Disney, Amazon and Brach's

~Dive into Ad Age's AI Marketing Playbook package

~Listen to this week's Marketer's Brief episode