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Cadbury encourages consumers to loosen up

#PerkDisclaimers by Cadbury Perk, India

Mumbai – Chocolate brand Cadbury is entering the cancel culture debate by launching a humorous campaign for its Perk bars called Cadbury Perk Disclaimers, which pokes fun at overly sensitive netizens.

The campaign was developed in collaboration with Oglivy India and Wavemaker India and includes a series of mock disclaimers that appear as ads before YouTube videos. Leaning into the ludicrous, these disclaimers make light of today's cancel culture by satirising the concept of trigger warnings. Before a video of a cooking programme, for example, the Cadbury disclaimer announces ‘contains scenes of graphic violence against carrots’.

‘These days we get triggered by anything and everything. Perk has a history of work which has always stood for keeping things light and fun. So, our idea is quite fun and modern, adding a fun warning before any video that you may watch,’ explains Sukesh Nayak, chief creative officer of Cadbury India.

Although risky, this campaign demonstrates how companies can tap into Resilience Culture and take a stand in pop culture debates.

Strategic opportunity

Brands can use pop culture to turn trending topics into viral marketing opportunities. Consider how leaning into cultural debates can help boost brand relevance

Bode’s new store resembles a natural history museum

Bode Los Angeles, US

Hollywood – Luxury menswear brand Bode is opening its third retail space to resemble a natural history museum, complete with taxonomy placards, fossils and even a model animal skeleton.

Situated in Melrose, California, the shop was designed by the Green River Project. As the fashion label's largest store yet, it features dark walnut cabinetry, expansive archways and a collection of objects and artefacts that date back to the cretaceous period – 66m years ago. Known for its use of antique textiles and traditional quilting and sewing techniques, Bode is on a mission to make and repair clothing for generational use. The ‘pre-industrial’ aesthetic of this new shop complements the company’s slow fashion credentials.

To further its commitment to education and preservation, Bode is also collaborating with the Pacific Marine Mammal Centre. It will launch and sell a limited-edition capsule collection with all the proceeds going to the charity.

Resurrecting past practices and crafts, Bode’s new store aligns itself with the principles of Revivalism.

Strategic opportunity

Stores can be a portal to past times. Consider integrating historic artefacts into bricks-and-mortar shops to create educational experiences

Wands replace contactless cards on Taipei’s subway

Tapei – Residents of Taipei can now ride the local subway using a magic wand instead of using paper or debit payments cards. The Moon Stick IC Card is a replica of a prop from Sailor Moon, a popular anime programme from the 1990s.

Released by contactless payment provider EasyCard Corp, the wand is 18cm long and lights up when used. Despite being composed of gleaming pink and gold plastic, the item is completely functional and can also be used for transactions outside of public transport.

This isn't the first time EasyCard Corp has dabbled in quirky designs. The company has previously incorporated payment technology into Instant Ramen keychains and Taiwan Beer bottle replicas to dissuade driving under the influence (DUI) offences.

At a time when companies like Fendi are experimenting with financial accessories, luxury and fashion brands are well positioned to offer creative items that add a sense of fun to payments.

Moonlight Scepter by EasyCard, Taiwan

Strategic opportunity

When it comes to product design, fun can be just as important as functional. Consider how your organisation can use product design to create amusing moments

Stat: Romance fraud reaches a record high

Klarna Culture Calendar by Snask Studio’

According to data by the Federal Trade Commission (FTC), the rate of romance fraud has reached an all-time high. In the past five years, online romance scams have cost the American public almost £1bn ($1.3bn, €1.1bn).

Victims of romance scams may be targeted in various ways. In 2021, more than a third of those who claimed they had lost money to an online scam said it began on Facebook or Instagram. The average victim of romance fraud reported losing £1,762 ($2,400, €2,110) last year. According to the FTC, the largest sums of money were transferred to fraudsters in cryptocurrency, accounting for £102m ($139m, €122m) of losses in 2021. The most popular method of payment, however, was gift cards.

Follow the recent popularity of tv shows such as the Tinder Swindler, the widespread problem of romance fraud also sheds light on how adults are using the internet to make new connections. As consumers embrace Neo-kinship models, companies must provide safe, regulated ways to connect individuals who wish to meet online.

Strategic opportunity

Adults are sustaining long-distance relationships online without ever meeting their romantic partners. Could dating apps add more features to ensure this can happen in a safe, regulated way?