News 22.02.2021

Need to Know

Maximum Effort takes an anti-authenticity approach to sugar, luxury fashion embraces OnlyFans and the importance of human touch in wellbeing.

Maximum Effort’s satirical take on sugar marketing

HighKey ad campaign by Maximum Effort

US – Ryan Reynolds’ quick-witted ad agency has rolled out a comedic campaign for sugar-free biscuit brand HighKey.

In the campaign by Maximum Effort, an agency founded by Ryan Reynolds, the actor takes the part of Sugar Panda, an animated bear that communicates the cautionary tale of a high-sugar diet. In the campaign films for the sugar-free snack, Sugar Panda’s dishevelled appearance and foul-mouthed demeanour deviate from the traditional brand mascots employed by high-sugar food brands, showcasing the negative health effects of a sugar addiction in a playful fashion.

Alongside the campaign, Maximum Effort has announced the partial ownership of HighKey as part of the agency deal, a strategy that will continue to be employed with its clients. ‘We like relationships that have a deeper level of investment, structurally and emotionally,’ says George Dewey, president of Maximum Effort.

Straight-talking brands like Maximum Effort are adopting defiant, anti-authentic voices that cut through the noise of the crowded marketing world.

Vans becomes a broadcaster for local communities

Channel 66 by Vans, US Channel 66 by Vans, US
Channel 66 by Vans, US Channel 66 by Vans, US

US – The footwear brand has launched Channel 66, a digital live-stream designed to engage with its consumers through community-first broadcasting.

The platform will showcase live performances alongside workshops and curated conversations about music, art, sports and street culture – all of which emphasise the voices of local communities in Chicago, Los Angeles, New York and Mexico City. ‘Vans is such an IRL, grassroots brand, things like Vans Warped Tour and House of Vans, that really is our strength and preferred approach,’ says Brooke Burt, Americas lifestyle brand marketing lead at Vans. ‘So this was definitely a muscle we had to build and learn to flex.’

Vans is also teaming up with independent skate shops, music venues and labels, providing support for local businesses and creatives. The initiatives are part of Vans' continuing commitment to being a youth- and community-centric apparel brand.

This strategy is explored further in our Feedback Frontiers macrotrend, which delves into the ways in which brands are implementing multimedia and broadcasting formats to better connect with consumers.

Rebecca Minkoff creates exclusive content for OnlyFans

OnlyFans account by Rebecca Minkoff OnlyFans account by Rebecca Minkoff

New York – Fashion brand Rebecca Minkoff has joined the content subscription platform, offering viewers a glimpse into the inner workings of the brand.

The fashion house's OnlyFans page will be free for consumers to access, offering behind-the-scenes videos and exclusive access to upcoming collections, as well as entrepreneurial advice from the brand’s founder. ‘As a company, we always want to be a part of emerging platforms to better connect with our customers,’ explains Minkoff. ‘Joining OnlyFans offers a new way for us to leverage our loyal fanbase as a brand and provide exclusive content that otherwise may not be available on other platforms.'

This runs alongside an announcement that OnlyFans is looking to target more fashion brands as a way to expand its services. The platform has created guides that show brands and influencers how OnlyFans can be used to upload and monetise fashion content, including styling videos and hauls.

Luxury fashion brands such as Rebecca Minkoff are finding creative ways to appeal to consumers' ever-more Omnilux Lifestyles, as consumers turn away from the traditional places and spaces of luxury.

Stat: Skin touch is recognised as vital to health

Love Sleep by This Works. Campaign by ODD Love Sleep by This Works. Campaign by ODD

Global lockdown periods have resulted in many people experiencing a lack of physical touch, according to an 12-country survey by Beiersdorf's Nivea brand.

The survey found that 75% of people said isolation made them realise how important physical touch is for overall health. Furthermore, nine in 10 respondents consider human touch as key to having a happy and fulfilled life. The results vary depending on family structures and life stages – 23% of single parents voiced strongly that they feel alone, while 24% of teenagers stated the same, versus a global average of 16%.

In response, Nivea has launched the Care for Human Touch campaign, which aims to inspire togetherness by pledging to invest £17m ($24m, €20m) in local skin touch projects around the world. It also hopes to raise greater awareness on the subject – aiming to make 100m people aware of the proven benefits of skin touch by 2025.

The long-term health impacts of socially distant lifestyles – and particularly a lack of skin touch – will lead to more consumers engaging in the rituals of Recuperative Living.

Previous News Articles
Walmart unveils 3D e-commerce platform for Gen Z shoppers

News

Walmart unveils 3D e-commerce platform for Gen Z shoppers

Walmart has launched a new e-commerce platform, Walmart Realm, featuring digital doubles of selected products available in real-life stores.
Retail : Technology : Gaming
Kirin Holdings launches saltiness-enhancing electric spoon

News

Kirin Holdings launches saltiness-enhancing electric spoon

Kirin Holdings has unveiled the Electric Salt Spoon, enhanced tableware that can elevate the umami and salty taste of low-sodium foods.
Food & Drink : Technology : Health
New research alerts on healthspan gender gap

News

New research alerts on healthspan gender gap

Women live longer than men but experience more years in declining health, a gap that researcher Maddy Dychtwald explores in her book Ageless Aging:...
Longevity : Gender Gap : Wellness
Stat: Gaming for self-expression is fuelling growth in gaming

News

Stat: Gaming for self-expression is fuelling growth in gaming

According to online fan community Fandom’s Inside Gaming 2024 report, almost half (46%) of gamers list creation, imagination and self-expression as...
Gaming : Identities : Technology
Domenico Formichetti unveils space-inspired footwear collection

News

Domenico Formichetti unveils space-inspired footwear collection

Domenico Formichetti is channelling interstellar aesthetics in his latest PDF SS24 footwear collection.
Fashion : Space : PDF
NIO House Amsterdam is an EV flagship turned community space

News

NIO House Amsterdam is an EV flagship turned community space

Electric vehicle manufacturer NIO has revitalised a historic seven-storey building on Amsterdam’s Keizersgracht, blending 19th-century architectur...
Design : Retail : Retail Spaces
New study confirms GLP-1 drugs transform eating habits and cravings

News

New study confirms GLP-1 drugs transform eating habits and cravings

A May 2024 study by food product innovation specialist Mattson highlights significant changes in eating habits among users of GLP-1 drugs such as O...
Ozempic : Weight Loss : Health
Stat: Football fandom has finally crossed the Atlantic

News

Stat: Football fandom has finally crossed the Atlantic

Private equity firm has invested £30.2m ($38.5m, €35.5m) in
Sport : Fashion : Retail
Lily Cole and Skydiamond launch carbon-negative diamond jewellery collection

News

Lily Cole and Skydiamond launch carbon-negative diamond jewellery collection

British carbon-negative certified diamond company Skydiamond has collaborated with model and climate activist Lily Cole on a line of fine jewellery.
Sustainability : Fashion : Luxury
France debuts scratch-and-sniff baguette-scented stamps

News

France debuts scratch-and-sniff baguette-scented stamps

La Poste, the national postal service of France, has introduced a novel stamp featuring an iconic symbol of French culture: la baguette.
Design : Food : Scent
You have 2 free News articles remaining. Sign up to LS:N Global to get unlimited access to all articles.
BECOME A MEMBER
SIGN IN

What do we use cookies for?

We use cookies to enable the use of our platform’s paid features and to analyse our traffic. No personal data, including your IP address, is stored and we do not sell data to third parties.

Learn more