Samsung’s the good guy here.

Or, at least, they’re hoping their new ad will convince us they are.

Following Apple’s “Crush” ad, Samsung’s released “Uncrushed.” Guess they want creatives to know they’d never do us dirty like Apple would.

In today's newsletter:

• Samsung-1, Apple-0 (a lesson in how to go head-to-head with your competitors!)

• Why Last Crumb can charge $15 for 1 cookie (and why premium products are on the rise, even in this ecomony)

• Trend plug - Scream, but make it Divergent

• How to raise awareness for your cause (this is the type of content you should be creating)

- Charlotte, Editor ♡

Samsung -1, Apple -0

Coke and Pepsi, McDonald's and Burger King, Adidas and Nike, Samsung and Apple.

You’ve got to admit, we love an age-old brand feud.

And what we love even more is getting to watch their epic battles take place in front our very eyes.

The latest development in brand rivalry?

Samsung has responded to Apple's heavily criticised “Crush” commercial.

You know, the one that featured a giant hydraulic press crushing a canvas of creative tools. The one that left a bad taste in our mouths and a resounding message that anything creatives do can be replaced with the likes of an iPad Pro.

This isn’t the first time Samsung has taken a cheeky jab at its competitor. But it’s not often that they completely one up them.

But this time, Samsung quickly took advantage of the opportunity.

Enter "Uncrushed."

That’s the name of Samsung’s new ad. 

Brilliant. 

[Keep reading]

-Sophie, Copywriter

Why Last Crumb Can Charge $12 for 1 Cookie

$140 cookies???  In this economy???

That’s right. Last Crumb Cookies are the latest product in the "premiumisation" trend, and people are quite literally eating them up.

So what the hell is "premiumisation"?

Well, according to Forbes, it's a retail megatrend and strategic move by consumer brands to elevate product offerings and charge higher prices.

Let’s use Dyson as an example. Do I want to pay $899 for a fancy hair dryer? F*** no.

Does anyone else offer a product with such remarkable craftsmanship and capabilities? Also, no.

So, do I have a Dyson AirWrap? ALSO NO. Girl, be for real.

But if you're looking for the very best, the Dyson AirWrap's your only option, putting them in a league of their own.

Okay, but, what does this have to do with cookies?

First of all, we're not talking about just any cookies. We're talking about Last Crumb Cookies. Learn the difference!

[Keep reading]

-Sophie, Copywriter

Trend Plug - Scream, But Make it Divergent

Divergent (the movie) has brought us today's trend, and it's one you're going to want to try out.

TikTokers are using this audio of protagonist Tris (played by Shailene Woodley) screaming dramatically.

The trend started when Lionsgate’s TikTok account posted the excerpt of the Divergent movie, with “how I scream in my nightmares” as the on-screen text. It seems they've pulled this sound from the vault, fully leaning into the ridiculousness of it.

How can you use this trend?

Some people are screaming about being faced with the smallest obstacles (both literally and figuratively). Other are pairing the audio with clips of their pets putting in a lot of effort to jump over something small.

For example:

• Show off your scream while moving or throwing a heavy object (like this)

• Poke fun at your furry friends jumping over obstacles (like this)

• Jump outside the train/ bus in a dramatic manner recreating the exact scene from the film (like this)

-Abdel, Social media coordinator

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Ask the Editor

Q - I run a charity that works with people with hearing impairment. What can I do on social media to raise awareness for not just the cause, but my organisation? -Keith

Hey Keith!

The key here is to think about what kind of content is shareable. And, in a lot of cases, the most shareable content is funny and relatable. So, if I were you, I'd think about how to create humourous video content.

I know there can be a fine line here, but think about it this way. Your goal is to raise awareness. Getting your audience to share your content is one of the best ways to do this. So work on creating content people can't help but share. It just may take a bit of creativity to figure out your angle.

- Charlotte, Editor ♡