Your ATTN Please || Friday, 11 April

You’ve got some “egg-citing deals,” do you? Want me to “hop on in” to check out your new stock?

I’m sorry, but if that’s your Easter campaign, good luck out there. If you want to run a promo that actually grabs attention, you might need to get a bit chaotic. Think Marmite’s yeast-flavoured chocolate egg or IKEA’s flat-pack edible bunny (assembly required). But whatever you do, please don’t be basic (bc you’re better than that)!

- Charlotte, Editor ♡

WHAT’S HAPPENING IN MARKETING TODAY?

Queen Bee’s brand’s 1st campaign, Greenpeace gets the side eye & Liquid Death helps you kill clowns

Beyoncé’s hair care brand, Cécred, goes live with first-ever campaign.

And it’s gorg, of course. In a documentary-style film, “A Deeper Understanding of Hair” aims to capture the deeply personal relationship we have with our hair. It showcases the hair care experiences of six real women and is truly such a beautiful and refreshing approach. Instead of glam models and giant blow outs touting unrealistic volume and shine, Cécred strips back to experiences we all have.

Things like cutting it all off, regretting it and spending the next ten years growing it out (currently my situ) or finding the natural style that works best for you. It showcases how hair is not just a natural function or accessory. Hair is communal and emotional. It's our identity, our lineage, our expression. Queen bee delivered. 10/10 from me.

Is Greenpeace’s "Ghibli" AI-generated climate campaign lowkey… hypocritical?

Look. I refuse to hate on Greenpeace, okay? Buuuuuut – using a technology that is notoriously bad for the planet for their latest campaign? I’m just saying, if I was on the marketing team I would have voted against the idea. The intention was there. GP responded to the recent wave of AI Ghibli styled art by jumping on the trend with a sobering message: “No filter can hide the truth.” The visuals delivered devastating scenes of wildfires, floods, and other effects of the climate crisis.

Awesome. Love it. But guys, do we need to be updated on the environmental implications of AI? Not only do large models require massive amounts of electricity, sourced from fossil fuels and leading to increased gas emissions, but so do the data centres that house the servers. Then there’s the problem of e-waste, which contains hazardous materials that can contaminate soil and water. Not to mention the substantial amount of water, rare earth metals and other materials used in the creation of such. Welp. Bad day to be Greenpeace.

Liquid Death enters the wellness space with MaryRuth collab.

These mfs have been on a collab streak. The latest takes us into a scary clown realm with organic supplement maker MaryRuth for a limited-edition product called "Sleep Like the Dead." Usually adverts for sleep supplements sell you on the feeling of being refreshed in the morning. But in true Liquid Death fashion, they sold us on the opposite: having the best freaking time ever killing clowns in your dreams. Just take my money.

Anyway, that’s all folks!

-Sophie, Writer

DEEP DIVE

How to do Easter marketing without being lame as hell

I’m about to whinge about holiday marketing – shock.

But come on! Every year, brands dust off their pastel palettes, dig out the egg puns, and send their creative teams spiralling into a frenzy of “spring savings” and “hoppy deals.” The result is a flood of marketing that feels more like a desperate attempt to cling to seasonal relevance than anything remotely inspiring.

Most Easter marketing is tacky, lazy, and painfully transparent in its commercial thirst. But y’all - it doesn’t have to be this way!!! There are ways to acknowledge the season without selling your brand’s soul to the Cadbury gods. So, here are some ways to bring Easter into your campaign without embarrassing yourself.

First, drop the clichés. Seriously.

Pastel palettes and wicker baskets rarely connect with today’s audiences. Instead of falling back on overused symbols, the smart move is to zoom out. Easter is really about transformation. Rebirth. Re-emergence. A spring reset. These are rich, emotional themes that can serve brands far better than a foil-wrapped chocolate bunny ever could.

Take Glossier, for example. Instead of going literal, they’ve historically used spring as a moment to talk about skin renewal and fresh routines—anchoring their content in emotional relevance, not visual tropes. It feels seasonally appropriate rather than like they’re co-opting a kid’s holiday.

Subvert the visual codes.

If you’re not going to bring something new to the pastel-and-florals party, don’t come at all. In fact, going the opposite direction might be your best bet. Anti-aesthetic is the new aesthetic. A great example? Acne Studios released a surreal, dreamlike spring campaign last year featuring melting fruit and glossy latex textures. It nodded to the strange, in-between feeling of the season without relying on a single Easter trope. It was unsettling, unexpected, and hard to look away from (exactly what seasonal marketing should be).

And then there’s Erewhon, which routinely taps into seasonal moments (like their limited-edition “Radish Easter Egg” but wraps it in their signature wellness-glam packaging—no cartoon rabbits in sight.

Lean into the weirdness.

Easter is a bizarre holiday when you really think about it. A rabbit that hides eggs? Candy shaped like tiny birds? Religious resurrection meets brunch? The cognitive dissonance is right there for the taking. So lean in.

This is where brands can get playful—especially if you’ve got a younger or more internet-savvy audience. Back in 2022, Duolingo dropped an “Easter egg hunt” inside their app, hiding absurd clues in lesson formats and teasing users on TikTok with cryptic hints. It felt fun, interactive, and perfectly on-brand for a company that’s built a personality cult around a threatening green owl.

Or look at how MSCHF approaches seasonal drops. Their take on Easter? Giant loot boxes filled with anything from Rolexes to a chewed piece of gum (if you were really lucky). It's irreverent, borderline unhinged—and it sold out instantly.

Build community, not just campaigns.

Here’s a radical thought: what if Easter wasn’t about selling something at all? You don’t need to drop a limited-edition capsule to make seasonal content feel meaningful. You could spotlight your community’s spring rituals. Invite creators to share their own “reset” moments. Or go analogue, like Kinder Joy did last year with their IRL Easter egg hunts for families. It wasn’t just cute—it was immersive, memorable, and shared like wildfire online.

You can also play with hidden meaning. “Easter eggs” are baked into gaming and internet culture already. Why not hide a few inside your UX, socials, or packaging? It gives people something to do, not just something to buy.

Or just… don’t do anything at all.

No one said you have to acknowledge Easter. In fact, if it doesn’t align with your brand’s values, voice, or visual identity, it’s probably better to skip it. Chasing seasonal relevance without intention is how you end up with a pink-themed panic post that screams “we needed something to go live today.” Sometimes the smartest move is to sit it out and focus on moments that actually matter to your people.

Easter marketing doesn’t have to suck—but it does have to mean something.

Whether you're channelling spring as a symbol of renewal, flipping the aesthetic script, or just embracing the chaos of the season, your campaign should feel intentional. Not obligatory. Not algorithmically generated. Not phoned in. So this year, resist the urge to hop on the bandwagon. Make something weird. Make something beautiful. Make something you.

And please, PLEASE —retire the egg pun.

-Sophie, Writer

TREND PLUG

Hard launch

Who needs a relationship when there are so many other things you could give your affection to?

You know, things like your pet, your fave bevvy, or chips and dip. Today's trend is a classic bait and switch, where creators are hard launching what you think will be a new relationship but then reveal what they're actually in love with. You know, life's essentials like:

• ChatGPT

• Diet Coke

• Mayonnaise

How you can jump on this trend:

Grab the trending sound ("Spring Into Summer" by Lizzy McAlpine) and film yourself looking all starry-eyed like you're totally in love. Then, flip to your front camera to reveal the item you're actually obsessed with. The more trivial, the better. Add the OST of "Hard launch" and that's it.

A few ideas to get you started:

• Your lunch

• Your trusty Stanley Cup

• Your colour-coded calendar

- Charlotte, Editor ♡

FOR THE GROUP CHAT

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TODAY ON THE YAP PODCAST

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ASK THE EDITOR

I'm helping my client start a podcast. What do I need to know? -Benji

Hey Benji!

The hardest part of running a podcast is all the admin that comes along with it. Reaching out to guests and booking them is a lot of work. So your client will likely need quite a bit of support from you on this. One thing that will help you as you look for guests is creating an elevator pitch for the podcast. Take some time to put together a succinct description of what the podcast is about so potential guests can catch the vision for it. Don't be afraid to go after "dream" guests. You never know who might say yes if you just ask!

Once you've got a system for guest outreach, the only way to create a good podcast is to practice. Remind your client that most podcasters give up after the first episode, but if they stay consistent it will pay off eventually. Lastly, check out Your dummy-proof guide to starting a podcast.

- Charlotte, Editor ♡

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