“Come…come up to Kool…”
A TV commercial I remember seeing (I’m that old) showed lovely people in a lovely outdoor setting inviting us to try Kool cigarettes, so much better than others because they have “the coolest taste.”
Long before we started calling it vibe marketing, companies were already doing it—especially the big cigarette brands. Marlboro didn’t try to convince you that their cigarettes tasted better. Instead, they gave you the Marlboro Man: a rugged cowboy riding through wide-open landscapes, quiet and confident. The ad was selling an idea: smoke this, and you’ll feel tough, independent, and free…like a “real man.”
Same with Kool cigarettes. Pepsi. Corvettes. Chanel No. 5. Their ads were selling a fantasy, and people bought it.
Fast-forward to today, and we’re doing the same thing—just with different tools and platforms. Now it’s called vibe marketing. You see it all over Instagram, TikTok, and YouTube. It’s not about what the product does; it’s about how it makes you feel. A candle isn’t just a candle—it’s a cozy night in. A pair of sneakers isn’t about support or performance—it’s about being part of a lifestyle that feels chill, or celebrity-level cool.
This kind of marketing taps into emotion, not logic. It asks, Who do you want to be? What kind of life do you want to live? Then it subtly suggests, Buy this, and you’re one step closer.
At its core, vibe marketing is all about identity and aspiration. It’s about selling a mood, a lifestyle, or a feeling people want to experience. And that’s why it works. In a crowded world full of products, the ones that make you feel something are the ones you remember—and the ones you’re most likely to buy. It’s still a fantasy—it just feels more personal now.
Used thoughtfully, vibe marketing can be a powerful force for good. If you’re a coach, author, or small business owner, you can use it to show—not just tell—what transformation feels like. (This is exactly why I have been focused on “storytelling in business” for the past 18 months.) Instead of focusing only on services or credentials, paint a picture of what life looks like after working with you. Share images, stories, or messages that capture the energy your work creates—confidence, clarity, freedom, peace. Let your content radiate the emotional outcome you offer. When people see themselves in that vibe, they’ll be drawn to your work not because of a sales pitch, but because they feel it’s where they belong.
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