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The hallmark of corporate life?

The passive-aggressive email.

You know, the one with phrases like ‘per my last email’ (translation: ‘do you f#$king read?’), ‘any update on this?’ (translation: ‘why are you so incompetent?’), or ‘Regards’ (translation: ‘I’m pissed off’).

Well now, Sour Patch Kids has created a ‘Sour Translator’ to help Gen Z understand how to navigate the minefield that is professional communication. Hope that helps.

In today's newsletter:

• Sour Patch Kids helps Gen Z decode corporate jargon (check out how the brand is helping new hires wade through those passive-aggressive emails)

• Make your audiences say ‘WTF?’ but in a good way (find out why unexpected collabs are SUPER powerful)

• Trend plug - I’m not sick, but I’m not well

• Ask the Editor - How do I start offering community management to my clients?

- Charlotte, Editor ♡

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You know we’re lowkey doomed when a candy brand is teaching the next generation corporate jargon.

Because nothing says professional like… Sour Patch Kids?

We all know the brand's iconic slogan, 'First they’re sour; then they’re sweet.'

Now, the Sour Patch Kids brand has developed a digital tool that helps Gen Z decipher the real meaning behind candy-coated, pas-ag work emails.

You know, the ones that seem nice enough but also feel like a compliment from Regina George.

Yeah, we know what you meant by 'per my last email,' Karen. Thank you very much.

The campaign is a clever play on the brand's slogan, delivering a 'Sour Then Sweet' strategy that aims to help Gen-Z consumers entering the work force for the very first time.

We all know the feeling. You're about to take the leap into your newfound career, but with a deep-set feeling of existential dread.

Because let’s face it, corporate is scary.

The tight suits, the painful art of office small-talk, and of course the confusing jargon.

Like, WTF is 'Blue Sky Thinking' and why can’t we just say innovative ideas?

It’s a whole new culture and language. And this campaign is the latest in a long list of gamified experiences that brands are using to engage with younger consumers.

[Keep reading]

-Sophie, Writer

Make Your Audience Say ‘WTF?’ But In a Good Way

I love an odd pairing.

When you see a couple and you’re like, 'huh, never would have called that.'

I feel like that’s such a testament to the power of an odd collaboration, you know? Like it shouldn’t work but it does.

And the same can be said with unexpected brand collabs. The ones that make you stop and go 'wait wtf?' are often the best. Because they make you stop.

When it comes to standing out from the crowd, there’s so much power in doing something unexpected.

Unusual collabs are also a genius way of cross-marketing to two sets of audiences. It's basically doubling your brand’s reach and exposure with each unlikely campaign. By teaming up with unlikely counterparts, brands can leverage the strength of one another.

Not only that, but it can lead to products that are super unique and fun.

But, is there a line between relevance and obscurity?

[Keep reading]

-Sophie, Writer

Trend Plug - I’m Not Sick, But I’m Not Well

This trend comes from the most recent All-American Rejects cover of 'Flagpole Sitta'.

One line really stood out to the internet, and it goes 'I'm not sick, but I'm not well.' This line resonated, and the sound has 700 videos to it in a week!

TikTokers are using this audio to show their frustration at situations that make them sad or unwell. This could be something like how making friends in your 20s is coming along, or when someone chews loud near you. The options are limitless!

How to jump on this trend:

Just name a situation that made you sad or unwell. Don't forget to hit this sound, and lip-sync the lyrics, 'I'm not sick, but I'm not well.'

A few ideas to get you started:

• When someone asks me how I'm doing at 4pm on a Friday

• When someone asks me how I'm doing after my third coffee of the morning

• When my client hasn't gotten back to me and it's almost 5

-Abdel, Social Media Coordinator

Ask the Editor

Q - Our marketing team wants to start offering community management to our clients. Where do we start? -Erica

Hey Erica!

Love that you're going to start offering community management! Whether your clients are wanting to get more engagement on their own posts or build their network, CM is a great way to help them do that.

When it comes to community management, every platform is different. Many platforms limit how much you can do at a time. For example, LinkedIn won't let you send more than a few connections at a time. Most platforms will limit the number of comments you can leave in a day, as too many will be considered spammy. So before you offer this service to client, you need to understand what you will be able to do for them.

One of the most important things you can do as you begin offering this service is putting brand guidelines into place. These will outline the tone of voice you'll use when commenting on their behalf.

You'll be impersonating your clients on the platforms, so you need to have a very clear understanding of how they want to show up. You'll also need to have a plan for how you'll handle any negative comments or customer service queries when they come up. Good luck!

- Charlotte, Editor ♡

For the group chat

😲WTF: this is why women live longer
😂Yap’s funniest home videos: This is the exact amount of serotonin I needed
😊Soooo satisfying: Hydraulic press vs. tomatoes
🍝What you should make for dinner tonight: Baked spaghetti

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