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- Your ATTN Please || Monday, 19 May
Your ATTN Please || Monday, 19 May
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Ozempic might be shrinking demand for groceries and eating out…
But GLP-1s have led to the growth of a surprising new category of products created to specifically target the side effects. Because with millions taking these drugs (and experiencing nausea, fatigue, and other digestive issues because of them), there’s a huge market of consumers looking for products to support their new lifestyle.
- Charlotte Ellis, Editor ♡
PRESENTED BY PLANABLE
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This fireside chat is packed with honest insights, actionable tactics—and it’s totally free.
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WHAT’S HAPPENING IN MARKETING TODAY?
Brands take advantage of GLP-1 hype, Walmart prices are going up & YT announces new opps for ads
Side effects are the new market gaps.
GLP-1 drugs like Ozempic have been disrupting the weight-loss world for the past few years. But it’s not just waistlines feeling the shift. Also being reshaped? Shopping habits. A recent FinanceBuzz survey found 29% of users are spending less on groceries, 37% less on alcohol, and over half are skipping restaurants! Bad for business, right? Not for everyone.
Because these drugs come with duh, duh, duuum… side effects. Yup, too good to be true if fatigue, nausea, digestive issues, and muscle loss didn’t show up. And that’s where the new wave of opportunities comes in. Brands like The Vitamin Shoppe are rolling out in-store displays packed with products to specifically tackle the less glamorous aftermath of these miracle drugs. And Smoothie King has added blends “to support your GLP-1 routine”.
What’s wild is how direct the messaging is. No euphemisms, just straight-up “We know what you're taking, here’s what you’ll need next.” Turns out, where there's discomfort, there's demand. And the savvier brands? They're not sidelined by the shift. They're making it work for them.
Even Walmart can’t discount this one.
Walmart’s famously low prices aren’t above Trump-era tariffs. CFO John David Rainey has confirmed that, even though Walmart and its suppliers have absorbed some of the increase, prices on everyday items are about to head north as import costs make their way to the shelves. Even with some tariffs rolled back, the ones still in place are enough to nudge prices upward. And there’s no slick slogan to soften the blow.
The company’s message? “Higher tariffs will result in higher prices.” Simple. Unavoidable. It’s a reminder that what happens on the policy stage doesn’t stay there for long. It shows up in your basket, right next to the peanut butter. Walmart’s CFO says higher prices are probably coming this month. “The magnitude of these increases is more than any retailer can absorb.”
From UGC to NFL, YouTube brings big brandcast energy.
Creator content remains core to YouTube’s DNA. But the platform is now splitting its focus, pairing its UGC roots with a growing push into connected TV and live, event-based programming. At Brandcast 2025, the message to advertisers was clear: cultural moments are where attention lives. And YouTube wants brands to own them. New tools like Cultural Moments Sponsorships and AI-powered Peak Points ads are built to align brand messaging with real-time engagement around events like Black Friday, awards season, and major sports.
YouTube is also upgrading its shoppable CTV ads with interactive product feeds via Google Merchant Center, effectively blurring the line between content and conversion. And yes, the platform is entering the live sports arena too, with exclusive rights to stream the NFL’s first Friday game of the upcoming NFL season. Creators, live sports, prime-time, shopping… YouTube is packaging the biggest moments and selling them to brands on a silver (streaming) platter.
-Helena Masters, Copywriter
DEEP DIVE
How to create content your audience actually cares about
Being online is like drinking from a firehose.
It's chaotic. It's overwhelming. And you're lucky if anything actually gets taken in.
Between creators, brands, and an avalanche of ads, it’s no wonder we’ve all developed ad-blindness. But for marketers? That’s a problem. Pumping out endless content isn’t just exhausting—it’s ineffective. Because when your brand shows up too often with too little value, people start to tune out.
And that's why it's important to slow down. Post with intention. And actually give your audience a reason to care. So if your current strategy isn’t hitting the way you'd hoped—or you’re simply short on time, money, or creative juices—here’s what to do:
1. Start with actual audience insight
Demographics are surface-level. What you really want is psychographics. What does your audience care about? What conversations are they having right now? What’s making them laugh, think, rage, or click?
To find out, you're going to need to take a deep dive into social listening tools, desktop browsing data, survey responses, and customer interviews. The goal? Figuring out how to be relevant, not just present.
2. Anchor every piece of content in one of these three values
If it doesn’t educate, inspire, or entertain—it’s probably just noise.
Educate: What do people get wrong about your industry? What behind-the-scenes insight can you share? What’s something they don’t know (but should)?
Inspire: Got a customer story that sparks hope? A product use case no one saw coming? Share it.
Entertain: What inside jokes or pain points does your audience relate to? How can you bring more of you (or your team) into the mix?
3. Pick a lane you can stick with
You don’t need to do it all. But you do need to be consistent. Choose a content format or style that feels natural for you and valuable to your audience. Educational carousels? Behind-the-scenes videos? Thoughtful LinkedIn posts? Doesn't matter, as long as you keep at it.
4. Plan (but make it sustainable)
Create a lightweight content calendar you can realistically maintain. Prioritise high-impact pieces you can repurpose. The key here is to leave room to respond to timely moments when they arise. And don’t be afraid to repost something great. If it worked once, it’ll work again.
Your content might be someone’s first touchpoint with your brand. Don’t blow it by chasing trends that don’t fit. Instead, invest in content that builds brand trust over time. That’s what actually converts.
- Charlotte Ellis, Editor ♡
TREND PLUG
“The glow-up is real… but so is the childhood photo.”
This trend is for the glow-ups, the full circles, and the throwback pics that hit you right in the identity crisis.
It starts with a current photo. You. Living your best life. Then it cuts to a photo of you as a kid - awkward, innocent, or just plain adorable. The sound? A now-viral lyric from a remix featuring Charli XCX and Lorde that’s taken over TikTok. It hits a little different when you realise this trend isn’t all about cut e pics but about pushing aside the adult drama, the dumb pressures, the constant noise, and remembering that the little kid inside you is still there.
You can take this trend in a few directions to match your own aesthetic:
Wholesome: A glowed-up selfie followed by a sweet childhood photo. Bonus points if the vibe is accidentally identical.
A little bit unhinged: A thirst trap followed by a photo of you in your fav Halloween costume as a kid OR just two pics that couldn’t be more different in vibes even if you tried.
How you can jump on this trend:
Step 1: Grab the sound here.
Step 2: Pick a recent photo of you that you like.
Step 3: Post it alongside a throwback pic that makes people pause, laugh, or cry. Or all three.
Step 4: Change the OST caption to make it personal — swap “Essex” for wherever you call home.
And voilà! Easy as that.
- Tyla Amohanga-Browne, Videographer
FOR THE GROUP CHAT
😂Yap’s funniest home videos: HOW did that happen????
❤How wholesome: Kindness pays off
😊Soooo satisfying: Rainbow slime crunch
🍝What you should make for dinner tonight: Pulled chicken tacos
ASK THE EDITOR
I'm launching a real estate business and am trying to work out my brand tone of voice. How do I make it distinct from my personal TOV? -Sam
Hey Sam!
There are a few things you want to be thinking about as you decide what your brand's tone of voice will sound like…
What's your brand's personality? Write down a handful of adjectives that describe the personality you want this brand to have.
What are your brand values? As you think through these values, consider how they will translate into your brand voice.
What will resonate with your audience? What are they looking for in a real estate agent? What do you want them to feel when they interact with your brand?
One thing to remember is that this is just a starting point. It's ok to tweak this as you go along based on what you feel resonates most with your audience. But answering these questions should give you some good insight into what kind of TOV you want to create.
- Charlotte, Editor ♡
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