Nina Eichacker

But Brian Weiser, CEO of advertising consultancy Madison & Wall, says spending this kind of money can be a big risk for companies.

But Brian Weiser, CEO of advertising consultancy Madison & Wall, says spending this kind of money can be a big risk for companies.

Mostly because it's hard to collect data on how much a giant campaign influenced someone to go buy a new hoodie.

Mostly because it's hard to collect data on how much a giant campaign influenced someone to go buy a new hoodie.

Advertising is a bit mysterious.

Advertising is a bit mysterious.

It's partly why Wieser says when a company finds a bit of magic, everyone piles on.

It's partly why Wieser says when a company finds a bit of magic, everyone piles on.

Like somehow we've gotten to this place where every insurance company has a mascot.

Like somehow we've gotten to this place where every insurance company has a mascot.

The Geico Gecko, Jake from State Farm, the Aflac Duck, Flo from Progressive.

The Geico Gecko, Jake from State Farm, the Aflac Duck, Flo from Progressive.

In a lot of ways here, Gap is just copying itself and the khaki commercials of its 90s heyday.

In a lot of ways here, Gap is just copying itself and the khaki commercials of its 90s heyday.

I'm Kristen Schwab for Marketplace.

I'm Kristen Schwab for Marketplace.

The Old Bay in my pantry comes in a plastic container, but that's because it's been sitting there for like a year.

The Old Bay in my pantry comes in a plastic container, but that's because it's been sitting there for like a year.

McCormick just switched packaging for their Old Bay seasoning to tin plate.

McCormick just switched packaging for their Old Bay seasoning to tin plate.