What’s the perfect time to launch a new brand aimed at school kids?

When you’re amidst a huge PR scandal, of course. That’s what Logan Paul, MrBeast & KSI will tell you anyway.

The trio recently announced the launch of Lunchly, a direct ‘better for you’ competitor of the American classic Lunchables brand that includes products from both Prime Hydration and Feastables. The only thing is, 2/3 of the creators are dealing with some pretty heavy scandals at the minute. Leaving us to wonder, why now?

In today's newsletter:

• What’s a little pre-packaged lunchbox brand without some spice? (And by spice, we mean PR scandals!)

• Kowabunga dude (Surf-luencers are leaning into unexpected brand partnerships—and maybe you should, too!)

• Trend plug - We will come out better, stronger, and more united than ever before

• Ask the Editor - How do I grow my social media as a gym owner?

- Charlotte, Editor ♡

MrBeast, Logan Paul and KSI are taking on Lunchables.

And it feels like some kind of dystopian capitalist crossover episode.

On Monday, the three creators announced the launch of Lunchly, a pre-packaged lunchbox brand for kids.

The lunchboxes contain a chocolate bar from MrBeast’s Feastables line and a bottle of Prime Hydration. They also include a choice of mini pizzas, nachos, or crackers with turkey and cheese.

The collab comes at an interesting time for the creators.

MrBeast, or Jimmy Donaldson, is amid a huge PR scandal.

Right now, he's dealing with negative press over allegations that long-time collaborator Ava Tyson shared inappropriate messages with a minor.

In response, Tyson has stepped down and MrBeast has announced plans to hire a Chief HR Officer. He's also said he will have employees go through sensitivity training. On top of this, he plans to implement an anonymous reporting system.

That brings us to Logan Paul and KSI, co-owners of Prime, who are dealing with a bit of scandal, too.

Prime is currently facing class action-lawsuits…

[Keep reading]

-Sophie, Writer

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Surfer-Influencers are Making Waves, But Not With the Brands You'd Expect

Surfing has always been cool.

Created in 12th century Polynesia (very cool) and rising in popularity in the second half of the 1900s, surfing has never reaaaallly fallen off.

In the 1950s, the'mainstream' population viewed surfers as nonconformist, beatnik-types—selfish, wasteful, and living dangerously outside the institution (again, cool).

And then, with the help of The Beach Boys and Hollywood, surfing became mainstream cool. It became a 'proper' sport when the International Surfing Federation was formed in 1964.

Since then, it's remained both cool and a pretty ace way to get your brand name out there.

Think of the big players: Rip Curl, Quicksilver, Volcom, Billabong... Roxy <3.

They're easy for me to dredge up—they dominated the surf shops my early teenaged self visited so often.

But this was the 2000s, and the way to use surfers to sell your sh*t was by giving them free kit (AKA, sponsorship). So surfers would don the gear of their affiliated brand, then go compete. Brand names popped in and out of the frame as they rode the best waves and did their post-comp interviews.

[Keep reading]

-Maggie, Copywriter

Trend Plug - We Will Come Out Better

Misha Collins, who features in A LOT of movies (many of which which are umm... alright... I guess..) is most famous for his role in the hit series Supernatural.

the actor went viral over 7 years ago, after posting a twenty minute video ranting about the spelling of his character’s name in the show.

I can understand the annoyance of having your ‘name’ being spelt wrong over and over again. But brother, to make a 20 minute long video about it is a bit crazy to say the least, right? Or am I in the wrong?

Anyway, as TikTokers do best, they've taken a quick 15 sec clip from the painfully long video. In the clip Misha says, ‘Ultimately, we will come out stronger, we will come out better and we will come out more united than we ever have before.’

This has since turned into a trend that TikTokers are using to describe the ways in which they hype their friends up (or themselves) into doing something.

A couple of examples are - ‘me trying to convince my friend to go see a movie bc I don't want to go alone’ and ‘me trying to convince my coworkers to learn another language so we can gossip in secret.’

How to jump on this trend:

Simply, use OST describing a time you were trying to convince yourself or a friend to do something. Then, either lip-sync to the audio by yourself, or have your friend there as well, as if you were having a conversation using the audio.

A few ideas to get you started

• Me trying to convince my work bestie to go get a sweet treat

• How I sound in the mirror trying to hype myself on a Monday morning

• How the client tries to convince their idea is the superior one

-Carter, Intern

Today on the YAP podcast…(click to listen!)

Want even more ‘YAP’ing? Check out the full podcast here.

Ask the Editor

Q - I own a gym and was wondering if you had any tips on growing my social media? I post but don’t seem to get many views. -Ben

Hey Ben!

This all depends on what you’re trying to achieve. Are you trying to build brand awareness? Are you trying to get people in the door at your gym? It's important to know what your goals are so you understand whether you're getting closer to them (or not)!

Once you figure out your goals, these are the next steps you should be focusing on: 

• Be consistent. This is absolutely crucial, because the more you post, the more the algorithm pushes your content on people’s pages. So post every day if you can.  

• Be funny (if you can). You own a gym, so why not create some humorous and relatable content around that. Think about the everyday problems people have at gym, whether it be forgetting your headphones or the 5 pm rush--use that as inspiration!  

• Make content around what you care about. If you want to inspire people to train, do that! Do tutorial videos, teach them about their form, etc. Your passion for what you do will draw people in.

• Bring your personality into your content. Authentic videos work so much better than forced ones.

Just so you know, sometimes a video you put no thought into will do better than a well-thought-out one. That's just how it goes sometimes! Keep being consistent and it will pay off.

- Charlotte, Editor ♡

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