Three Brands That Worked Out the Beauty Industry Is Lying
The Ordinary put 49 meaningless beauty words in a periodic table. Vaseline …
Three Brands That Turned a Problem into Their Best Marketing Campaign
12 tonnes of chocolate stolen. A decade of copycats. Brutal Reddit reviews. …
From Cannes: The Best Innovation of 2026 Is a Running Shoe You Can Actually Run In, Not AI
No AI, no chips, no app. Adidas spent three years building a …
Heineken’s Boring Phone: How a Beer Brand Sold Boredom and Got 7 Billion Views
70,000 people wanted a flip phone with no internet and no camera. …
Jaguar Rebrand 2024: How a 100-Year-Old Brand Lost Its Face in 48 Hours
Jaguar deleted its social history and ran a car ad with no …
ALDI “ALDImania” and “Aldidas”: How a Discount Supermarket Became a Cult Brand
ALDI's Aldidas trainers cost 5 euros, look like Adidas and sold out …
Apple “Crush!”: An Ad Can Crush Anything, Including a Brand’s Reputation
Apple crushed a piano, a guitar and a camera into an iPad. …
Skittles “Apologize the Rainbow”: 138,880 Personal Apologies That Produced the Brand’s Best Ever Sales
Skittles removed lime in 2013 and got nine years of anger. Then …
Is Killing Your Mascot Good Marketing? Duolingo Says Yes.
Duolingo killed its owl with a Cybertruck. Two weeks later: 1.7 billion …
Dove “Real Beauty”: 2% of Women Called Themselves Beautiful. Dove Decided to Change That.
Only 2% of women called themselves beautiful. Dove built a 20-year platform …
When Sound Sells: Three Brands That Put Ears to Work
Campaigns with a sound identity are 8.53x more effective than visual-only ones. …
The Sweet Wins of Chocolate Brands: KitKat, Tony’s and Toblerone
KitKat hijacked the skip button. Tony's copied rival wrappers. Toblerone made its …
SKIMS and SPANX: How Kim Kardashian’s Brand Pushed the Shapewear Flagship into Second Place
SPANX was valued at 1.2 billion dollars in 2021. SKIMS hit 5 …
Jellycat: Why Adults Queue for Hours to Buy a Smiling Croissant
Jellycat revenue grew 70% to GBP 333m while the toy market shrank. …
Heinz Ketchup Fraud: When the Bottle Says Heinz and the Ketchup Doesn’t
Restaurants refilled Heinz bottles with cheap ketchup. Heinz made it a public …
Impossible Ads: Louis Vuitton, PODS and Maybelline
A 73-metre trunk facade, a truck that rewrites itself every block, and …
Kellogg’s “See You in the Morning”: A Wake-Up Call for a Breakfast Cereal Brand
Kellogg's spent GBP 12m bringing Cornelius the Cockerel back. System1 scored it …
Strong Messages and Zero Discounts: KIAF’s Standout Charity Campaigns
WWF grew its email list 600% with an AI quiz. Flood-scarred concrete …
Marta Puerto’s LinkedIn Video Got 1M Views in 3 Days. She Was Fired a Month Before.
Marta Puerto lost her marketing job. Instead of sending another CV, she …
How to Live Three Days at Once: AI for Small Teams Who Do Everything Themselves
This article is based on my talk at the Baltic e-Commerce Forum …