eos Rides the 'Is It Cake?' Trend with Mikey Day for Its Big Game Spot

Campaign Snapshot

▶Brand: eos

▶Campaign Title: Are You Cake?

▶Launch Date: February 8, 2026

▶Agency: Mischief @ No Fixed Address

▶Core Platforms: Instagram, TikTok

▶Primary Product / Focus: Cashmere Body Mists

eos is turning its newest Cashmere Body Mists into a viral moment through a Big Game ad that cheekily asks one question: "Are you cake?"

The beauty brand tapped comedian and "Is It Cake?" host Mikey Day to bring the concept to life in a spot built around the internet’s meme-friendly guessing game.

But in the campaign created with Mischief @ No Fixed Address, it’s people who smell so good from eos’ new mists that participants question whether they’re just dessert in disguise.

Carley Caldas, SVP of Marketing & Creative at eos, said the idea was born from fan conversations about how irresistible the scents feel.

“If someone mistakes you for cake, you’re clearly doing something right,” she said.

Day’s involvement wasn’t just a casting choice either.

Known for his comic timing and role in streaming culture, he helps the spot foreground humor without losing sight of the brand’s playful personality.

The "Is It Cake?" trend has dominated social feeds for the longest time, so much so that Netflix turned it into a show. 

It's a context eos intentionally tapped into to find itself in people's feeds, whose timeline consists of the trend. 

In short, it's meant to spark conversation and give fans something distinctive to share.

Early views on social platforms suggest the campaign is doing just that, with audiences talking about the creative concept almost as much as the product itself.

Is It Human? 

A 30- and a 15-second spot sees Day guiding gameshow participants where they’re faced with a choice.

And that's to find out whether a person is wearing Vanilla Cashmere or if they're actually a treat.

Of course, the contestants end up choosing the actual person, driving the point that eos' scents are actually just that convincing.

eos moved beyond video ads with real hyper-realistic cakes and a themed sweat set bundle styled after Vanilla Cashmere.

Through this, they make the idea of "smell so good that you could eat it" tangible in real life ahead of the Big Game.

Paid social and online video placements amplify the creative, while media planning from Tinuiti ensures spots run beyond the game through year’s end.

The Cashmere Body Mists themselves are eos’s first major push into the fragrance-mist category, building on consumer demand for scent formats that complement its lotion and wash offerings.

Fans had been crying for body spray for months, sending tens of thousands of comments and messages asking for the product.

Finally, eos has responded and delivered more. 

Eos’ Game-Show Take on Pop Culture

For marketers, eos’ bold embrace of a cultural craze shows how creative thinking can elevate a product narrative. Here, we learn that:

• Campaigns tied to pop culture and online trends can boost reach when they reflect real conversations from consumers.
• Adding a tinge of comedy to your marketing strategy, even in the realm of beauty, can make products more memorable.
• Moving TV spots into real-world touchpoints and social formats keeps the momentum alive beyond one air window.

Today, eos is recognized as a fast-growing personal care brand known for colorful packaging and sensory products that resonate with Gen Z and Millennials.

Last year, the company first entertained the idea of its first Super Bowl campaign amid revenue growth reportedly exceeding $100 million annually.

Now, it finally happened. 

Our Take: Will the Cake Trend Succeed?

I think it has huge potential to go viral because eos commits to the single, ridiculous idea that makes consumers take notice.

Fragrance is notoriously hard to communicate on screen, so the brand sidesteps the problem by making smell the joke itself.

The “Are you cake?” tension lands fast, stays visual, and gives viewers something they can instantly repeat in their daily conversations.

It's confident and culturally fluent, especially now when memes and trends dominate the online sphere. 

Pair that with a Big Game screening, and people are sure to both remember and talk about it. 

In other news, Pepsi recently unveiled its Super Bowl spot, borrowing Coca-Cola's polar bear mascot for a blind taste test. 

Brands building competitive campaigns need partners who understand when provocation strengthens positioning.

Take a look at the top creative agencies in our directory.