Need to Know
03 : 05 : 19

Beijing – The cold and flu medicine brand 999 Cold Remedy has released a digital and print campaign to refresh its old-fashioned image.

Created in partnership with advertising agency Serviceplan, the campaign taps into the Chinese tradition of wearing leggings in winter to prevent colds, which young people are snubbing in favour of fashion. To encourage this generation to wear leggings and stay warm, the brand has reimagined the garments as high fashion items that offer tongue-in-cheek styles emblazoned with large logos.

999 Cold Remedy is the top selling cold and flu medicine in China and its classic green and white packaging has made it a household brand. The campaign, which represents the brand’s first change in visual identity since its launch in 1991, aims to rejuvenate the brand for a younger, meme-savvy audience. According to Serviceplan, the campaign has already garnered more than 430m online impressions.

For more on why China’s youth population are engaging with brands that see beyond their heritage and tap into internet culture, read our Emerging Youth: China report.

Brussels – Mineral water brand Bru is urging diners to be more mindful with its series of specially designed dinner plates.

The brand collaborated with Happiness Brussels and ceramic designer Martine Keirsebilck to create the Social Plates. The handmade plates feature an intricate pattern with a hidden QR code. When diners photograph their meal, a message appears within the camera screen of their smartphone reminding them to enjoy each other’s company.

Furthering the brand’s efforts to reduce smartphone usage at the table, the Social Plates are part of Bru’s wider Table Mode campaign, which launched in 2018. In October, the campaign saw Bru partner with chef Tom van Lysebettens to create an 8-course menu that was plated on the back of diners’ phones. Other brands are taking similar measures to encourage more quality time between consumers. Ikea’s recent Connect to Disconnect campaign aimed to inspire families to spend more time conversing at the dinner table.

US – Quinn aims to provide women with a safe online space for arousal without being faced with imagery created for the male gaze.

Launched last month by 22-year-old Caroline Spiegel, the website is described as a ‘turn-on community of anonymous people’ that allows users to approach fantasies with a more open mind: ‘’We find that [videos are] extremely limiting in terms of your imagination,’ Spiegel tells Elite Daily.

Quinn is split into three sections: Tell, Read and Listen. With Tell, users can get creative and submit their own content. Read is dedicated to erotic fantasy stories and Listen is a space for audio porn.

Keep an eye on our Youth sector for an upcoming microtrend that will explore how Generation Z are approaching sexuality through a digital lens.

Flexible workers are moving closer to co-working spaces, according to WeWork’s 2019 Global Impact Report. Although an average of 70% of WeWork members in London did not work in the neighbourhood prior to joining WeWork, 1 in 10 have moved closer to their WeWork location since becoming a member.

WeWork members also spend locally, the report finds. In both Manchester and London, 39% of members visit local neighbourhood restaurants, cafes, and businesses daily. This has a significant impact on the local economy and high streets, with members’ neighbourhood spending on local businesses totalling £75m ($97.7m, €87.4m) per year.

In our Co-economy Childcare microtrend, we explore how the role of co-working spaces is evolving as the sharing economy continues to disrupt many of the pillars of adult life.