We like to think this newsletter injects the same joy and energy into your Tuesday as an overpriced little sweet treat would. Minus the £5 price tag, of course. If you struggle to keep up with the (almost daily) curveballs, changing trends, and celebrity mishaps, we are more than happy to serve you this round-up on a platter. Bon appetit.
What’s Gone Viral? 🔥
Just want the headlines? Here’s a peek at some of the bigger viral convos before we dive into trends and the more… unhinged.
Ben & Jerry’s… minus the Jerry? 🥺
Jerry Greenfield, co-founder of the iconic ice cream company, announced his departure from the brand after over almost 50 years. Ben & Jerry’s has always promoted the idea that a business can drive social change, but Jerry feels this is no longer possible under Unilever. Amid the rise of boycotts and division, it’s another sign politics and big business often can’t be kept separate.
Apple unveils iPhone 17 line up
Honestly, who can even keep count these days? The full product releasefull product release includes a super skiiiinny iPhone Air and 3 new watches to tell you it’s time to stand up. We’re personally more entertained by the clapbacks flowing from Team Samsung 💅
Camp Rock 3 confirmed (we’re trying not to scream)
Yes, another reboot on the way, but that’s not to say this doesn’t have us ✨sat✨. Joe Jonas dropped this bombshell and expected us to carry on with our days like normal?! The nostalgia-fest is filling up with Devil Wears Prada, Princess Diaries, and Practical Magic all filming sequels too. It’s like the world has decided we need comfort & familiarity (and tbh they’re not wrong).
And that should have you warmed up…
Trending Format Alert 🚨
“Life With Them” started out as one of the few couple trends that didn’t instantly ick us out. An achievement in itself, no? In a nutshell, it’s a super cute use of transitions to show the impact of a partner or loved one in your life (or, if you’re a cynic, mostly just how they fill your space with a bunch of aesthetic trinkets).
In true TikTok fashion, it didn’t take long for the trend to evolve into taking the piss, but it was also a great one for brands to utilise in an authentic way too.
We love this one from Pears UK, which couples product placement with relatable humour. Yep, we clocked how that bachelor had fairy liquid as shower gel 🤢
TikTok Brand Champion 🏆
It’s time to buckle up your seatbelts and put down your arm rests, we’re taking off with a spotlight on Singapore Air.
With such a first-class TikTok offering, it’s no wonder that Singapore Airlines have over half a million followers.
They’re smashing it with a rocket-fuelled mix of satisfying designed formats and well-executed trends, that really tap into existing behaviours around travel to help their audience romanticise travelling with them. Totally opposite to Ryanair, they very smoothly gloss over some of the more ‘realistic’ air travel scenarios (like lack of leg room and long queues), opting for aspirational destination content that even feels a bit like scrapbooking.
Interestingly, their pinned content features three original audio tracks that they’re encouraging people to use for their own content. Despite the huge number of views, the actual use of the audio doesn’t have much uptake at all – and maybe that’s a valuable lesson. It seems their audience responds much better to content that feels born from within #TravelTok, such as the engagement-driving ‘tell me something unhinged’ format, or creator-inspired aspirational edits. Trying to force a way into audiences’ feeds can be tricky, but understanding a community from within is a sure-fire route to success.
Our takeaway? TikTok is not the place to be too ‘try-hard’.
More Industry News 🗞️
Looking for a specific industry or topic? Say no more. Here’s a selection of a few bonus newsworthy moments and trends, organised into categories, ‘Type A’ style.
Travel & Hospitality ✈️
Going for the experience or the IG dump after? Here’s how to travel meaningfully.
Talking of meaningful, here are 10 of the best community tourism trips around the world.
Book for the beach? People are now planning their trips around reading entirely.
Food & Beverage 🍹
Nestle sued in Poland for ‘greenwashing’. A reminder to be mindful of marketing copy…
Nigerian chef breaks world record for largest jollof rice dish.
Pop Eyes partner with ‘Hot Ones’ to create the fieriest food menu ever. Proof a content series idea can become very, very tangible to your audience 🥵🔥
Tech & Sport ⚽️
Luke Littler stunned fans with a spoof retirement announcement. Well played, Xbox.
Let AI take the boring jobs, you say. How about a life in politics? That’s what Albania are trialling.
People having a worse day than you? GB failed to get gold in worst World Championships in 22 years.
TV & Entertainment 📸
Together For Palestine raises over £1.5 million, with truly star-studded attendance 🇵🇸
Race to the Oscars begins – here are 12 films to keep an eye on. We love awards szn.
Owen Cooper makes history as youngest-ever Emmys winner.
Trend Alert 🚨
We love a trend that takes us back to a niche (if slightly traumatising) experience and that’s exactly what ‘Rare Aesthetic’ is about. It’s transportive and nostalgic, showing yet again that audiences have an appetite for ‘looking back’ at the moment.
Lots to take in, but maybe the overriding theme of this week is that people are in the mood to reminisce. Maybe that’s the key ingredient you were after to help kick-off planning for Black Friday and Christmas campaigns 👀
And that’s a wrap for this week, but if you miss us in the meantime get in touch using the button below and we can chat trends & hot takes!
Live, laugh, love,
The Culture Lab team 👋
