There’s nothing worse than a brand that just doesn’t ‘get it’.

That’s why we love Tito’s Vodka’s newest campaign.

Instead of rubbing our faces in the fact that we aren’t on a yacht, sipping mixed drinks as we sail around the Caribbean, the brand’s showing us we can have (almost) just as much fun drinking Tito’s at home.

In today's newsletter:

• Tito's Vodka 'gets' millennials & Gen Z (it’s why the brand will be our #1 pick for staycation drinks)

• How Calvin Klein caught us off guard (find out how they used unexpected casting to capture a whole new audience)

• Trend plug - Your nose is growing

• Ask the Editor - What to do if you don’t have time to make content 

- Charlotte, Editor ♡

p.s. If you're reading this and you want to start creating viral content for your brand, our cohort program is set up to help you do that. Lucky for you, registrations for our August intake are now open! Learn more.

I loooooove a staycation.

Why? Because I’m poor!

Do you know who else loves staycations? Millennials and Gen Z.

Tito's Vodka understands our pain.

The fifth generation-owned spirits brand has just turned our dire financial situation into a summer win.

Tito's' new campaign shows us all we need for that vacay feel is a vodka-based cocktail.

And this campaign couldn't come at a better time.

As the cost of living continues to rise like the water in a sinking ship, more people are opting for staycations over pricey getaways.

This is, at least, what Tito’s Staycation US Trend Report found. Yes, you read that right. The brand conducted a study about the major summer trend of vacationing in or around your home.

The report states that 55% of respondents said they are planning a staycation this summer.

Embracing the staycation trend, the new ‘Staycation with Tito’s’ campaign showcases the best way to enhance your at-home experience--cocktails made with the Tito's vodka, of course.

[Keep reading]

-Sophie, Writer

How Calvin Klein Caught Us Off Guard

It’s no secret that the internet is unequivocally thirsty.

Every few months there’s a spotlight on some guy who literally looks like he sneaked onto planet earth and social media goes crazy with infatuation.

There are two types of people here:

Those who are down bad, and those who are capitalising on your down-bad-ness.

Fashion icon Calvin Klein has always been fantastic at the latter.

And in 2024, the brand revamped its marketing strategy to be even more so.

With a heavy social media focus, Calvin Klein's recent campaigns have earned the brand a place in the cultural zeitgeist. And this has only built on its legacy as a pillar of American fashion, dropping jaws worldwide in the process.

You would think we would be immune to Calvin Klein's 'hot celeb guy brooding in tighty whities' advertising by now.

I mean, it’s been their formula for decades.

But this one hit different.

Why?

[Keep reading]

-Sophie, Writer

Trend Plug - Your Nose is Growing

This Pinocchio-inspired trend comes from a lilkris3000 song, 'Jungal'.

Tiktokers are using this sound, the Pinocchio filter, and the on-screen text 'stop saying [lie], your nose is growing' to call out lies they've been told.

How to jump on this trend:

Use this sound, this filter, and the on-screen text, 'stop saying [lie], your nose is growing.' Fill in the blank with a lie someone's told you. Don't forget to lip sync to the words of the sound!

A few ideas to get you started:

• Intern to employee: 'Stop saying you like the coffee I made you, your nose is growing'

• Employee to client: 'Stop saying you'll get back to me ASAP, your nose is growing'

• 'Stop saying you love me, your nose is growing'

-Carter, Intern

Tune in to the YAP Podcast

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Ask the Editor

Q - My team wants to start making more content but we never seem to have enough time. What are some quick ideas to help us put more content out? - Sasha

Hey Sasha!

If you're really time poor, the best thing to do is to remember that done is better than perfect. So instead of thinking every piece of content needs to have tons of prep and production work around it, simplify. As a team, come up with a few types of content that are easy to repeat, just changing one factor.

At TAS, we call this ERC (easily repeatable content). This could be things like talking head videos of your team answering FAQ's. It could be team interviews. It could be reaction videos. The point is you have a few go-to styles that don't require too much prep or post-production. 

If you can create these in bulk, even better. Once you've got your plan, you just have to get it done. Stop overthinking and start doing!

- Charlotte, Editor ♡

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