Jimmy Fallon & Kim K. just went head to head on The Tonight Show.

The stakes? Getting to decide the newest Beats by Dre headphone colour.

The winner? Kim K.

But what really made this campaign pop was the elaborate setup Beats by Dre orchestrated. Because, when it comes to getting attention, nothing beats a celebrity feud (see what I did there?).

In today's newsletter:

• Jimmy Fallon & Kim K. face off in Beats by Dre campaign (find out how the brand created a whole universe around this hilarious concept)

• Why Bud Light is still struggling to repair its image (here’s how they’re trying to combat the backlash following a controversial campaign last year—and why it’s not working)

• Trend plug - I JUST WANNA BE PART OF YOUR SYMPHONYYYY 

• Ask the Editor - How do I start collaborating with local brands in my content?

- Charlotte, Editor ♡

We all love a celebrity feud.

Taylor Swift v. Kayne

Kim Cattrall v. Sarah Jessica Parker

Gwyneth Paltrow v. Martha Stewart

(I acknowledge I'm starting to get a little niche with this one.)

Anyway, we love these fueds. They draw us in, we pick sides, and we talk to our friends about it. It's awesome.

And this feuding celebrity dynamic is exactly what Beats by Dre has decided to play with.

Because, in their latest collaboration for Beats Studio Pro—over-ear headphones—they've pitted two of our favourites against each other. Kim Kardashian and Jimmy Fallon are battling it out (via fictionalised skit) to see who will land a collab with Beats by Dre.

But... what's so good about it?

Well, in this campaign, Beats by Dre have created a fictionalised universe. They've focused on telling a story, which hooks us in. And they've built up some real lore. While we know it's a skit, and it's not real, the collaborations are. As are the individual commercials.

They also posted text messages between Kim and Jim to add coal to the fire, building upon the story and ~maybe~ causing some people to buy into it!

And the best thing about it? The showdown actually happened on The Tonight Show.

[Keep reading]

-Maggie, Copywriter

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Why Bud Light is Still Struggling to Repair its Image

Bud Light has been real quiet since their marketing blunder last year that resulted in a boycott and huge hit to their sales. That campaign also led a firestorm of anti-trans backlash toward influencer Dylan Mulvaney.

I mean, the only place you can go from rock-bottom is up, right?

And I suppose 'up' in this scenario is pandering to the very audience you pissed off.

Still in the throes of the anti-transgender boycott, Bud Light announced their new partnership with 'anti-woke' comedian Shane Gillis earlier this week.

The beverage corporation, Anheuser Busch, announced the partnership in an Instagram post of Gillis at a Budweiser brewery. The caption read, 'Welcome to the team, excited to be part of your 2024 tour.'

Shane is no stranger to 'bouncing back' from cancellation himself. Back in 2019, Saturday Night Live announced he would be joining the cast. But shortly after the announcement, old racial and homophobic jokes he made in his podcast resurfaced and he was very quickly fired.

He has since become popular with conservatives particularly for both his praise and impersonations of former President Trump in the recent Netflix special Beautiful Dogs. The series itself was named in tribute to a purported Trump quote.

Bud Light seems to be trying to restore its popularity with conservatives, its main consumer group, by using pro-America advertising and sponsoring Gillis.

However, the response has been mixed.

[Keep reading]

-Sophie, Writer

Trend Plug - I JUST WANNA BE PART OF YOUR SYMPHONYYYY

For some odd reason, Zara Larsson's 'Symphony' has made a comeback after seven years and has now taken over the internet.

So much so that Zara Larsson herself used the trend in one of her concerts, and I'm not gonna lie, I'm kind of here for it.  

TikTokers are using this trend to put two fun, playful things together--the song and a picture of 'aesthetic' dolphins. Then, to then throw you completely off, they're adding jarring onscreen text, like 'i know where you live.' And, for some reason, it's magically working.

How to jump on this trend:

First find your aesthetic dolphin photo and throw it over this sound. Then, think of your insane onscreen text to pair with it.

A few ideas to get you started:

• I NEED A COFFEE

• I'm about to have a menty b (again)

• I love my intern so much, but sometimes I just...

-Carter, Intern

Ask the Editor

Q - I've got a solid little audience on TikTok and am thinking it would be cool to work with this local brand I really like. How do I go about this? - Selene

Hey Selene!

If you're interested in working with brands, the most important thing is making sure what that brand stands for will resonate with your audience. Because after you've put so much into building a following, you definitely don't want to alienate them. So my advice is to be really careful about which brands you work with.

Second, if you have one in mind you think fits well with your own brand, just get in touch with them! If they're local, you can go in person. Or you can reach out to them on socials and let them know why you connect with them.

Even if they don't get back to you, you could make a post or two about their products and see what happens. They might notice and want to collab. And if they don't, it could open the door for opportunities with other brands.

- Charlotte, Editor ♡

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