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The text discusses the burgeoning interest and investment in the metaverse by major technology companies, highlighting its potential to blend virtual and physical realities through augmented and virtual reality technologies. This fusion is anticipated to offer novel opportunities for businesses in various domains, such as marketing, education, and healthcare, despite the current absence of the necessary technology and infrastructure for developing immersive virtual worlds on a large scale. The focus of this research is particularly on the implications of the metaverse for marketing, examining how consumer brands can leverage it for marketing activities and advertising. The methodology includes a systematic literature review targeting the Scopus and Web of Science databases, and a content analysis that categorizes marketing concepts such as consumer brands, products, metaverse platforms, and their advertising capabilities. The findings provide an overview of the current state of marketing research within the metaverse and explore how selected consumer brands utilize these new virtual spaces for advertising, offering insights into the transformative potential of the metaverse in marketing strategies.