Your ATTN Please || Monday, 10 March

Friday, Friday, gettin’ down on Friday. Everyone’s looking forward to the weekend…

Oh wait. It’s actually the beginning of a new week. My bad. But Bombay Sapphire is marketing a sparkling lemon cocktail they claim “Tastes Like Friday”, which is, like, the next best thing (?). And now, they’ve got Rebecca Black, aka Miss Friday, joining the campaign to prove it.

- Charlotte, Editor ♡

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WHAT’S HAPPENING IN MARKETING TODAY?

Bacardi tastes like Friday, VSCO is so back & New Volvo ad has plenty of AI but no cars

Bombay Saphhire "Tastes Like It's Friday" campaign brings in "Friday" singer Rebecca Black.

I’m actually currently writing this on a Friday, and I’ll tell ya what, a gin martini would go innnn right now. I probably won’t feel the same by the time this is published on Monday, however. In the latest iteration of its “Tastes Like It’s Friday” campaign, the Bacardi brand teamed up with “Friday” singer Rebecca Black to serve up a sparkling lemon cocktail.

The brand launched the “Tastes Like It’s Friday” campaign last summer, positioning a combination of the gin and the iconic Sanpellegrino Limonata as Friday in a glass. This collab makes sense. I mean, Rebecca is the queen of Friday herself. And gin is having its moment, with the super-premium category surging by 16% in 2023.

On Feb. 27, the brand brought Black to South Beach, Miami, to DJ a set that saw the musician remix “Friday” with a sample of Charli XCX’s “360” — the opening track of the British star’s Grammy-nominated, culture-hacking album, Brat. The event also took place on the same day as the release of Black’s latest EP, “Salvation.” Not bad for a hack at a cultural event, Bombay.

VSCO is making a comeback.

Yes, the iconic OG editing app in the early Insta/ aesthetic Tumblr days. Well, it’s trying to claw its way out of its “Birkenstock-clad, Hydroflask-toting, oversized T-shirt-wearing,” 2018 user base and emphasising its roots with professional and aspiring photographers. Recently, the brand showed up at the NBA all-star weekend to solidify that identity further. They hosted a basketball focused photo exhibit called “Courtside” and a panel with three esteemed photographers that use the app.

“We haven’t been as noisy the last couple years, but we’re getting back to that,” VSCO CEO Eric Wittman told Marketing Brew. VSCO may be a bit of a meme these days. But in 2019, the platform was almost an alt social network where "a lot of people, mostly younger women, came to VSCO and [were] like, ‘Hey, this is a place where I can express myself—I’m not getting bullied, I’m not getting trolled,’” Wittman said. “We still love that.” I say, bring it back!!!

Volvo made an AI ad with not a single car in sight.

Oh dear. Here we go again. When Jaguar did this toward the end of last year, the media absolutely reemed the brand. So, can an automotive ad that doesn’t mention or show any cars turn buyers on to the idea of dropping up to $80,000 on an electric vehicle?

Well, this ad is created entirely with AI, and it shows. In the 44 seconds it shows beautiful shots of scenery, the people inhabiting it, a desert, a sunset, a red keffiyeh. Basically, all the regular elements an AI video contains. In a statement to ADWEEK, Volvo’s regional business manager John Duggan called the ad a “powerful statement” and the “foundation from which we build our brand story and success in the Kingdom.” Hm. Agree to disagree.

Anyway, that’s all folks!

DEEP DIVE

How to make B2B content that's not boring AF

Let’s be honest—most B2B content is duller than a freaking tax seminar.

(Not that I can say I’ve ever been to one, because if I wanted to die a slow, painful death I would roll around in red ants.) B2B content tends to be dominated by whitepapers that read like they were written by robots, blog posts stuffed with corporate jargon, and LinkedIn updates that feel like someone copied and pasted from a PowerPoint doc.

The biggest problem? B2B marketers often forget that they’re still talking to people. Sure, your audience might be CMOs, procurement managers, or IT directors. But they’re also regular humans who scroll TikTok, binge Netflix, and not to mention, are generally highly intellectual. Go figure that they would rather read something engaging than sit through another 15-page PDF.

Here’s the thing: B2B doesn’t have to mean boring-to-boring.

“Instinctively tarring B2B with ‘the boring brush’ demonstrates both a distinct lack of imagination and a glaring lack of sector experience,” says Jonathan Izzard of The Drum. Of course B2B campaigns will always have the propensity to be boring, but so do B2C. Izzard's stance is that the most boring thing about B2B is debating over its boringness – rather than, well, fixing the issue. So, let’s do just that.

So, here's your guide to making your B2B content worth giving a sh*t about.

1. Lead with storytelling

This is something my boss has relentlessly drilled into my brain for the last three years of my life. And for good reason. Nobody remembers a list of product features, but they do remember a compelling story, because humans are hardwired to do so.

Instead of just listing your service’s benefits, showcase real customer success stories. Use case studies that read like narratives, or even frame your content around industry challenges in a way that feels engaging. I’ve spoken before about the Hero’s Journey and how it’s an invaluable structure to use for your brand. So if you haven’t brushed up on that, I suggest you start there.

2. Inject personality

This should be a given. Your audience is full of professionals, not corporate drones. So drop the robotic tone and write the way you’d speak in a conversation. A little wit, a bit of brand personality, and a dash of relatability go a long way in making your content stand out.

Brands like Gong and Duolingo (yes the annoying freaking bird) nail this with their fun, informal tone—without losing credibility. A little personality won’t make you look unprofessional; it’ll make you memorable.

3. Make it genuinely useful

Too much B2B content is literally just fluff. You know it, I know it, your audience sure as hell knows it. If you’re going to take up someone’s time, make sure you’re solving a real pain point. Offer actionable insights, step-by-step guides, and genuinely valuable takeaways that your audience can apply immediately. Make it digestible and actionable. Your audience will thank you.

For example, instead of “5 Trends in HR Tech,” write “5 HR Tech Trends That Will Save Your Team 10 Hours a Week.” Focus on outcomes, not just observations.

4. Rethink the format

Not everything needs to be a long-form blog or whitepaper. Consider video, interactive content, infographics, or even short-form LinkedIn posts that get straight to the point. We know attention spans are short (because everybody won’t stop bloody harking on about it). So play to that.

5. Use emotion strategically

BE MANIPULATIVE. Kidding. However, even B2B buyers make decisions based on emotion (they just often justify them with logic). Play into their fears (falling behind competitors), desires (growing their business), and relief (making their job easier). Position your product or service as the solution to a real, pressing issue.

For example, instead of “Boost Your Supply Chain Efficiency,” say, “Stop Losing Thousands to Supply Chain Delays—Here’s How to Fix It.”

So, where to from here?

1. Audit your existing content. Take a hard look at your current blog posts, emails, and social content. Is it engaging? Would you want to read it? If not, it’s time for a refresh.

2. Create a storytelling framework. Every piece of content should have a clear narrative: problem, stakes, solution, and outcome.

3. Rewrite for clarity & personality. Cut jargon, make it conversational, and keep it concise.

4. Experiment with formats. Try video, interactive tools, or even memes (if your audience allows for it).

5. Use the "boredom test." Before publishing, ask, “Would I actually read/watch this if I weren’t the one creating it?” If not, rework it.

Listen, I’m not telling you to reinvent the wheel here. Let’s just make sure the wheel ain’t square, okay? The best brands in the space are already making their content engaging, useful, and (dare we say) fun. If they can do it, so can you.

I believe in you, now go thrive x

-Sophie, Writer

WE’VE GOTTA KNOW

TREND PLUG

In pursuit of greatness

Ok I know we're all sick of hearing about awards shows BUT hear me out because today's trend is so wholesome.

The sound comes from Timothée Chalamet's acceptance speech after winning Outstanding Male Actor in a Leading Role in A Complete Unknown. In his speech, he said, "The truth is, I'm really in pursuit of greatness. I know people don't usually talk like that, but I want to be one of the greats." And now, creators are using this sound as inspiration because Chalamet was bold enough to come out and say exactly what he's working toward.

We've seen it used alongside footage of people grinding it out toward their goals, like becoming a filmmaker or running their own bookshop.

How you can jump on this trend:

Use this trend to highlight your big, hairy audacious goal you're working toward. Take some footage of you hard at work as you pursue this goal, then use OST to describe what you're working toward. Use this sound and you're good to go.

A few ideas to get you started:

• Use footage of you working on your business with OST about your biggest inspirations in your industry

• Use BTS footage of you setting up an event with OST about the "why" behind what you do

• Use footage of you honing your writing/video editing/graphic design skills with OST about your aspirations

- Charlotte, Editor ♡

FOR THE GROUP CHAT

😂Yap’s funniest home videos: Only one way this was ever gonna go
❤How wholesome: i love seals omg
😊Soooo satisfying: Slow motion water impact
🍝What you should make for dinner tonight: Yummy mushroom soup

ASK THE EDITOR

I'm putting out a lot of content for our brand but I'm struggling with getting our message right. It seems like I'm posting just to post. What should I do? - Richard

Hey Richard!

Getting your message right is going to come down to your brand positioning. How do you want your audience to see you? What makes you different from all the other businesses that do the same thing yours does? This can't just be that you have the "best" product because pretty much everyone thinks they're the best. It has to be some kind of value your audience can get behind. Once you know what this is, it will be your core message.

Then you need to figure out how you're going to get this across in your content, because this is the thing that your audience will be able to connect with. So focus on figuring out your positioning, then let your content stem from that! For a more in-depth look at brand positioning, check out this article.

- Charlotte, Editor ♡

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