Chicago Cubs' 'THIS' Campaign: Smart Branding Through Open-Ended Invitation
The Chicago Cubs launched a new slogan, 'THIS,' ahead of the 2026 season, designed by Christopher A. Ritter with co-creative directors Kent Carmichael, Peter Carnevale, and Scott Serilla. Initially met with mixed reactions and criticism for being generic, the campaign has proven effective by inviting fans to fill the word with personal meaning. Rather than selling baseball as spectacle, it sells belonging, emphasizing the emotional experience of attending a game at Wrigley Field. The visual system uses hand-painted gestures, custom typography, bold colors, and immersive photography to create a tactile, human feel. The campaign spans citywide media, digital channels, and in-stadium touchpoints. The article argues that the slogan's ambiguity is its strength, following a lineage of invitational branding like Nike's 'Just Do It' and Apple's 'Think Different.'
Key facts
- The Chicago Cubs unveiled the 'THIS' slogan ahead of the 2026 season.
- The campaign was created by Christopher A. Ritter with co-creative directors Kent Carmichael, Peter Carnevale, and Scott Serilla.
- Initial reaction was mixed, with critics calling it generic and ripe for parody.
- The campaign focuses on selling belonging rather than baseball as spectacle.
- Visual elements include hand-painted gestures, custom typography, bold colors, and immersive photography.
- The slogan invites fans to fill it with personal memories and emotions.
- The campaign spans citywide media, digital channels, and in-stadium touchpoints.
- The article compares the strategy to Nike's 'Just Do It' and Apple's 'Think Different.'
Entities
Artists
- Christopher A. Ritter
- Kent Carmichael
- Peter Carnevale
- Scott Serilla
Institutions
- Chicago Cubs
- Wrigley Field
- PRINT Magazine
- Nike
- Apple
Locations
- Chicago
- United States