LSN : News : Hinge celebrates real-life romance with 80-page zine

Office of Overview brews low-alcohol desk beer

Creative Juice by Office of Overview, UK

UK – London-based branding and design agency Office of Overview has launched Creative Juice, a low-alcohol ‘desk beer’ designed to spark creativity during office hours.

Inspired by a 2018 study from Mississippi State University, which found that mild intoxication can enhance creative problem-solving, the agency collaborated with local brewery Small Beer to develop a 2.1% abv lager that is appropriate for office hours. The design studio even released a short, The Office-style film to promote the beer.

Offering a playful yet practical solution for creatives seeking to break through mental blocks without derailing productivity, the beer is packaged in minimalist, sticker-adorned cans with bold blue typography. ‘Every creative knows that time away from the screens helps accelerate the creative process – taking long showers or going on long walks – but what about the long lunch?’ Office of Overview founder James Sedgwick-Taylor told It’s Nice That.

While not yet available in stores, Creative Juice reflects the shift in consumer behaviour from boozy work lunches being commonplace to a growing preference for low- and no-alcohol options.

Strategic opportunity

Beverage brands can evolve to meet the needs of the post-Covid, sober-curious workplace by launching alcohol-free or low-alcohol drinks specifically designed for office social events, promoting wellness while maintaining a social atmosphere

Hinge celebrates real-life romance with 80-page zine

No Ordinary Love zine produced by Dazed Studio for Hinge, UK

UK – Hinge has unveiled No Ordinary Love, a campaign that re-imagines love stories through a modern lens. Partnering with Dazed Studio, the dating app collaborated with six acclaimed writers, including Roxane Gay and R O Kwon, to tell the authentic stories of couples who met on the platform. The result is an 80-page zine featuring love stories that challenge the notion of perfect beginnings and embrace the messy, beautiful reality of relationships.

‘The beginning of most relationships is not often like the fairytales we see in pop culture,’ said Hinge's chief marketing officer Jackie Jantos in a statement. ‘We hope to inspire others to uncover their own imperfect and beautiful love stories.’

The zine, available digitally and in print, will be distributed in New York and London, with a broader campaign rolling out in major cities. Inspired by #BookTok, the book community on TikTok, this activation blends digital, print and fiction writing inspired by actual events.

For more insights on what’s new and next for dating apps, head to our analysis of Gen Z Dating Futures.

Strategic opportunity

Consider creating limited-edition print materials, such as zines, catalogues or books that complement digital campaigns, enhancing brand storytelling and creating collectable items

Google partners with Netflix to create shoppable Emily in Paris experience

Emily in Paris. Courtesy of Netflix, Global

Global – Google has become the title sponsor of Netflix’s popular television series Emily in Paris, marking a significant step into the world of shoppable content for the streaming giant.

The partnership, which includes the newly released season four as well as earlier seasons – a first for Netflix – integrates Google’s technology directly into the viewing experience.

Viewers, regardless of their subscription plan, can now use Google Lens to scan Emily Cooper’s outfits from their screens and be directed to similar fashion items available for purchase. For those on Netflix’s ad-supported plan, the experience is further enhanced with customised 15-second ads featuring Lily Collins as Emily, showing how to use Google Lens for fashion shopping. In addition, pause ads will prompt users to explore the fashion possibilities with a simple screen scan.

Expanding beyond digital, Google also sponsored a pop-up event in Los Angeles for the season four premiere, where attendees could engage with the technology in real time, scanning outfits and participating in contests to win a trip to Paris.

This partnership underlines Netflix’s strengthening engagement with shoppable content, building on previous campaigns with brands such as Domino’s and Old Spice. It also reiterates our Immersive Advertising insight that we first forecast in Home States Futures: Residential Retail.

Strategic opportunity

As entertainment merges with e-commerce, consider how you can integrate seamless shopping experiences not only in film and tv but also on gaming platforms where Gen Z spend the most time

Stat: YouTube tops Beano Brain’s 2024 coolest brands for UK kids list

Silk, US

UK – YouTube has emerged as the top brand among children aged 7–14, surpassing popular names like Netflix, McDonald’s and Nike, according to Beano Brain’s annual 100 Coolest Brands report. The study highlights the enduring appeal of entertainment brands, with YouTube, Netflix and Disney securing the top spots.

‘Kids consider YouTube ‘safe’, a place where they’re less likely to stumble across upsetting or inappropriate content, unlike TikTok,’ said Helenor Gilmour, director of strategy at Beano Brain. Surprisingly, TikTok is only the 28th coolest brand, according to the rankings; just 38% of UK boys find TikTok cool, compared to 60% of UK girls.

Food and drink brands also made a strong showing, with McDonald’s, Oreo and Coca-Cola featuring prominently in the top 20. Notably, UK brands struggled to rank highly, with Greggs landing in 31st place. Meanwhile, Crocs and Squishmallows rose in the rankings significantly.

For more insights on younger consumers, head to our Alphas Now and Next: From the Sandbox to Roblox macrotrend report.

Strategic opportunity

When targeting Gen Alpha consumers, explore partnerships with YouTube creators to develop educational content that resonates with kids and parents, enhancing brand trust and engagement