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In today's newsletter:

• The psychology behind why 'cute' sells (this is why the Hello Kitty brand is worth nearly $4 billion!)

• How Vitaminwater became the OG of viral drinks (wonder if it had anything to do with an ad featuring 50 Cent & a symphony orchestra?)

• Trend plug - Get in here, c'mon!

• Ask the Editor - How do I know what & where to post content for my new small business?

- Charlotte, Editor ♡

What do baby animals, my mom doing gardening, and the outfit I’m currently wearing have in common?

They're all undeniably cute.

There are few things that have a universal effect on humans like cuteness does.

That's because it creates a chemical reaction in us based on our instinctual need to care for our young. When we look at something we perceive as cute, like disproportionately large heads, big eyes, small noses, chubby cheeks (all features of a baby) our brains get flooded with dopamine and oxytocin (happy chemicals, yay!).

Our affinity for all things cute is an evolutionary response. And this is what makes cuteness a marketing weapon.

Connecting your product or service with a cute image (whatever that may be) creates a positive emotional response with your consumers. And this will make them more likely to prioritise your brand over others. Because cuties deserve all the attention!

Who does this best? The Japanese of course.

Kawaii, which is best translated as cute (or lovable), is a unique aspect of Japanese marketing. It's characterised by childlike, charming qualities, pastel palettes, and playful elements like maru-moji (rounded letters.)

Of course, this style has permeated pop culture and resonated with audiences worldwide.

Think: Pikachu, Kirby, Totoro.

And most famously, Hello Kitty. The queen of cute marketing.

[Keep reading]

-Sophie, Writer

How Vitamin Water Became the OG of Viral Drinks

Am I the only one who grew up thinking Glaceau’s Vitaminwater was healthy?

Only to find out it was just really well marketed sugar water.

My tweens were the era of peak 2000s MTV. The places we drew inspiration and found trends were here, and magazines. Back then, culture was heavily influenced by trashy TV and pop stars.

Enter Glaceau Vitaminwater, which exploded into pop culture.

It was the chic new colourful drink spotted in the hands of all the hottest celebrities.

This was a time when the health beverage market was still an emerging one. Flavoured and functional waters were a whole new product, projected to gain traction in 2008, and Glaceau were setting the trend.

17 years later, Vitaminwater is still thriving.

And it's recently returned to its roots with an NYC based campaign by Spike Lee. This new campaign serves as a reminder of Vitaminwater’s staying power as a brand.

So how did Glaceau create such a strong brand, even though the functional drink market has become oversaturated over the last 20 years?

Vitaminwater walked so Prime Hydration could run. It was basically the first viral drink, before viral was a thing.

And it started with 50 Cent (of all people?).

[Keep reading]

-Sophie, Writer

Trend Plug - Get in Here, C’mon!

This clip, which has been used in over 13k videos on Tiktok, uses a CapCut template to capture a comedic scene from the sitcom Friends.

In this clip, Rachel and Phoebe are jumping and cheering excitedly. Then, they invite Ross to do the same, which he does in a very over-exaggerated way.

Right now, Tiktokers are using this trend to describe situations where they (along with at least 1 friend) would be extremely excited and giddy, like when their work bestie returns from their holiday.

How to jump on this trend: 

Using the CapCut template, add some on screen text that describes a situation that would get you super excited. Use a background photo that relates to the scenario you're describing. Pretty easy!

Some ideas to get you started:

• Distracting our boss so we don't have to work 

• POV: You gained a new client/follower  

• When you finally make it to Friday

-Carter, Intern

Ask the Editor

Q - I've just bought a gym and I'm so new to creating content. Where do I even start? - Ron

Hey Ron!

I totally get how overwhelming it can be to think about creating a content strategy if you don't really know what you're doing. When we start working with our clients, we always nail down 4 elements, which together make up their strategy.

Here they are so you can start thinking them through and answering these for your own brand:

1. Who are you talking to? For you, this could be young professionals in your local area, for example. Narrow it down based on your goals.

2. What's your message? What makes your gym unique? This needs to be something your audience can connect to and make them interested in checking the gym out.

3. What's the best way to communicate this message? Will it be through video content? Photos and text posts? Skits? Educational Reels? Think about what's doable for you and what makes sense for your business.

4. Where are you going to put your content? This will come down to where your audience hangs out online.

Addressing these questions is easier said than done, but once you know the answers, you'll have a much easier time creating content that's on brand. Good luck!

- Charlotte, Editor ♡

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