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Your ATTN Please || Friday, 2 May

Your ATTN Please || Friday, 2 May

May 02, 2025

Police call-outs. Food fights. Live chickens.

No, I’m not talking about Spring Break ‘09. I’m talking about the in-theatre shenanigans inspired by The Minecraft Movie. Since its release, moviegoers have been trashing cinemas (much to the chagrin of theatre staff). But instead of shutting down this manic behaviour, Warner Bros is leaning in, announcing a special “Block Party” edition of the movie set to release tomorrow.

- Charlotte, Editor ♡

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WHAT’S HAPPENING IN MARKETING TODAY?

Minecraft moviegoers go crazy, White Lotus collab gets awkward & TikTok ruins pistachio market

A Minecraft Movie is getting a theatrical "Block Party" edition, inviting viewers to go wild.

I’m new to this information, but apparently Minecraft viewings get hella rowdy… somebody even brought an actual chicken to a theatre to get in on the chicken jockey meme. In another instance, the COPS WERE CALLED, prompting some theatres to air disclaimers asking viewers to stay calm.

But instead of shying away from the chaos, Warner Bros. has leaned into it with a new "Block Party" edition of the moviethat invites viewers to go wild in theatres. The Block Party Edition of A Minecraft Movie screens on Friday, 2 May in North America and select international markets. It appears to be a one-day event, which is likely for the best.

When Coffee Mate made a White Lotus **piña colada creamer, it had no idea how the season would end (spoilers ahead).**

Sorry if you haven’t seen it, but I’m about to spoil tf out of the ending for you. But also like, catch up? Lol. Anyway, how ironic is it that the flavour you make your product also happens to be THE THING THAT GETS POISONED and nearly kills a character in the climatic twist of the season finale? You can’t make this sh*t up. “Well this is awkward,” the brand said on Instagram on Monday.

The marketing team behind Coffee Mate launched The White Lotus-themed piña colada- and Thai iced coffee-flavoured creamers earlier this year in tandem with the show’s third season. And, of course, they say they had no idea that plotline was coming. I wonder, will this increase sales because of the novelty aspect of the product? Or will it turn them away on account of poison not being a super appetising selling point?

TikTok's Dubai chocolate is breaking the pistachio supply chain.

Wait, TikTok made something uber popular and now it’s ruined for everyone? Shock! This trend originally took off in 2023 after food reviewer Maria Vehera posted a video eating pistachio chocolate. The craze has continued to cause fervour around the world, now leading to a global shortage of pistachios.

In just one year, prices have soared from $7.65 to $10.30 per pound, Giles Hacking from nut trader CG Hacking told the Financial Times. “The pistachio world is basically tapped out at the moment,” he said. For us regular pistachio consumers? It's time to find a new nut lol (sorry.)

Anyway, that’s all folks!

-Sophie, Writer

DEEP DIVE

5 rules for marketing passive income streams (without turning into a walking douchebag)

Can we talk about the "smart brand who makes money while they sleep" and "that person you instantly mute on Instagram” pipeline?

Because it is all too real.

The good news is, that you can absolutely market affiliate deals, referrals, and digital products without torching your audience’s trust, being freaking annoying, or sounding like a soulless salesman. Here’s how to do it practically and tactfully – you’re so welcome x

Rule #1: Build first, sell second.

Lead with value (not the link). Before you ever drop an affiliate link or pitch a product, make sure you’ve built actual trust and relevance. Share genuine recommendations. Give free advice. Answer questions. Show you know your stuff. Then, when you mention something paid, it feels natural, not calculated.

A practical tip? Post 3–5 genuinely helpful pieces of content related to your affiliate product before you ever link it. Think tutorials, how-tos, checklists—anything that shows you’re recommending from experience, not chasing a commission.

Rule #2: Story tell, don’t sell.

People buy stories, not sales pitches. Instead of “Buy my course, it’s on sale!!!” (no thank you), try, “When I started freelancing, I kept undercharging. This framework (linked below) changed everything for me” (hell yeah).

A good way to do this is with the “before and after” structure:

Before (problem)
After (solution + soft link your passive income product)

It's best to think of yourself less a seller and more as a case study in motion.

Rule #3: Make your links feels like bonus value, not landmines.

Your audience should feel like they stumbled onto a perk, not a pressure campaign. Position your links as optional upgrades, like “if you want to go deeper, here’s what helped me,” not must-buy-now ultimatums.

The smart way? Create a "Resources I love" page or a pinned post that’s your one-stop passive income hub. Mention it casually ("linked in bio" or "PS: my go-to tools are here if you’re curious") rather than forcing it into every post.

Rule #4: Let your content do the heavy lifting.

Passive income thrives when your evergreen content quietly sells for you. Create blog posts, videos, carousels, or newsletters that naturally weave in your passive offers, then let them compound over time.

Pick 1–2 core passive products, write a killer piece of evergreen content around each (like “The Top 5 Tools I Wish I Knew About Sooner”), and reshare it on rotation every few weeks. (Algorithms love repurposed content way more than they love you burning out trying to reinvent the wheel, duh.)

Rule #5: Talk about the problem MORE than the product.

There is nothing I hate more than a creator yapping on about buying their whatever. Blocked. The reality is, if your audience feels seen, they’ll trust your solution. Spend 80% of your time talking about the problem your passive product solves—frustrations, roadblocks, small wins—and only 20% talking about the actual product.

How? Make a list of 10 mini-problems your audience faces that your affiliate/referral/digital asset helps with. Use those as the base for quick, punchy posts.

So, what did we learn today? Sell soft, earn hard.

The people who win with passive income aren’t the loudest; they’re the most consistent and trustworthy. So be helpful. Tell stories. Share upgrades, not ultimatums. Make buying from you feel like a favour they’re doing themselves, not a favour they’re doing you.

-Sophie, Writer

TREND PLUG

That... was... rude

In the Broadway musical Death Becomes Her, a scuffle between Madeleine, Helen and Ernest leads to the first shooting the second in the abdomen with a shotgun.

Helen's "death" leads into “Hit Me”, an apparent duet between Madeleine and Ernest - that is, until Helen pipes up and says: "That... was... rude. That was Pretty. F***ing. Rude." And TikTokers have found the sound perfect for describing all kinds of interactions where someone was comically disrespectful towards you, or at least made you seriously uncomfortable.

Whether you're a non-trad student surviving the youth or your kid's proving to be a greater smartass than you, sometimes people just push you so far that you don't have the emotional capacity to throw novels of spicy words back in their faces. All these people need to hear is that they're straight-up, and without question, "Pretty. F***ing. Rude".

How you can jump on this trend:

Borrow this sound, film yourself lip syncing with the audio and add OST describing a time someone was rude to you. Try painting a picture of a situation that's either bizarre and incredibly specific to you, or that's so relatable it becomes tragically funny.

A few ideas to get you started:

When a reply to your joke in the Teams chat gets more laugh reactions than your original joke
Smiling at a colleague you spot in public, but they turn their head and pretend they didn't see you
When the client keeps pushing the meeting back in 10 min increments and now you've lost 40 min of your life

- Devin, Copywriter

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ASK THE EDITOR

My sister and I just started a party business. How do we find time to create content and build the business at the same time? - Charlie

Hey Charlie!

I hate to say it, but there's no silver bullet. Creating content does take time. But the best thing you can do to create content at scale is to have a system to help you get it done. For example, you might decide you're going to spend 1 day a month bulk creating 4 weeks of content. So you'd mark that day on your calendar, work out how many hours you need for filming vs. editing, then just stick with it.

When you can afford it, you might want to look into getting a freelancer to help you with this because eventually, your time will be better spent developing your business. But in the meantime, create a system then just be consistent. That's really all there is to it.