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Whether you’re into Harry Potter, capybaras, or escape rooms…

…there’s an advent calendar for you.

And if you really want to indulge, you can spend $750 on the Dior Beauty Advent Calendar or drop a cool $1900 on a Swarovski countdown set. But wait, when did branded advent calendars become so popular? And, more importantly, WHY?

In today's newsletter:

• The fascinating reason adult advent calendars became a thing (and why consumers are willing to pay through the nose for them)

• Why Carl's Jr. had to finally stop airing offensive ads (this cultural shift in advertising HAD to happen)

• Trend plug - No, I can’t laugh yet

• Ask the Editor - Is social media something I can learn on the job?

- Charlotte, Editor ♡

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Once upon a time, advent calendars were humble things: flimsy cardboard filled with sh*tty chocolate that your parents used as a bargaining chip to make December bearable.

But now? Advent calendars have grown up. And, like the rest of us, they’re no longer content with being simple, predictable (or cheap.)

Whether it’s Anthropologie’s perpetually sold out beauty trove or Burger King’s unapologetically kitschy 'Most Whopper-ful Time of the Year' offering, the advent calendar has gone from festive countdown to full-blown brand flex.

And let's be honest: we’re eating it up—sometimes literally.

This is the new-found way for brands to tap into the deeply human need for surprise, anticipation, and of course, a daily dopamine hit.

Advent calendars are no longer just for kids. And the proliferation of adult-targeted versions says something fascinating about how we shop, consume, and treat ourselves.

If childhood advent calendars were the stuff of innocent joy, their grown-up counterparts are about indulgence—tiny daily doses of self-care or, in some cases, self-gratification.

Take Fly by Jing, the chilli oil brand turned cult foodie darling. The brand sold out of its Szechuan sauce-themed calendar without dropping a cent on paid marketing.

Or Vosges Haut-Chocolat, which wrapped its confections in a Nordic-inspired chalet, complete with lights and music. Because your Christmas spirit could always do with a little more ambience, darling.

These are products in the form of experiences, memories, and—let’s not kid ourselves—status symbols for upper middle-class moms.

So, what’s driving this obsession?

[Keep reading]

-Sophie, Writer

Why Carl's Jr. Had to Finally Stop Airing Offensive Ads

Andrew Puzder, CEO of Carl's Jr. once said if his ads weren’t offensive, he was doing something wrong.

I think it’s safe to say he was definitely doing something right.

I’m not sure if anyone else remembers the era where you couldn’t watch TV without being bombarded by a half-naked chick suggestively eating a cheeseburger.

Ten-year-old me remembers. She didn’t see the issue, mind you.

28-year-old me can acknowledge the problematic nature of such ads.

However, brands like Burger King and Carl’s Jr. practically built their entire marketing strategy on them.

Who could forget Paris Hilton washing a car in a bikini eating a burger bigger than her head? Or the ‘three-way burger’ ad which, yes, is exactly what it sounds like.

What about the Burger King 'Super Seven Incher' campaign, which made jaws drop (and not in a good way) with the tagline: 'It’ll blow your mind away.'

These ads were anything but subtle. But that was the point.

They weren’t selling burgers. They were selling a fantasy, and not just to anyone, to 'hungry young men.'

But like, that can’t actually work, can it?

[Keep reading]

-Sophie, Writer

Trend Plug - No, I Can’t Laugh Yet

When you're expecting something amazing...something fulfilling...something that's almost within your reach...That's when this TikTok trend comes to the rescue.

Originating from a pretty dark Japanese manga series (Death Note), this trend is all about expecting something, but not celebrating it just yet. In the series, the main character says it when he is looking forward to the people dying - but he holds in his laugh until it actually happens.

Luckily, TikTokers have taken it in a far more fun direction! They're using the sound to accompany feelings like, 'thinking about life after exams while ur studying', and 'when im finally wearing the cute outfit ive been saving for awhile but i still don't have a decent pic yet'.

How you can jump on this trend:

Well, think of a relatable scenario - when you're looking forward to something but you're not quiiite there yet. Then, put it onto a video of yourself giggling and lip syncing to the viral sound saying, 'No, I can't laugh yet - I've gotta hold it in.'

Make sure to clip off the end of the sound, which finishes with 'they're all gonna die.' 😳

A few OST ideas to get you started:

• POV you're about to go away for the weekend, but you just need to make it through Friday.

• Me thinking about how good I'll feel after I complete this project when I haven't finished yet.

• When I'm bringing bagels into the office, knowing I'll eat most of them myself.

-Maggie, Copywriter

Today on the YAP podcast…

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

Ask the Editor

Q - I don't have a marketing degree but am just learning the social media industry in my first job. What advice do you have for me? - Bailey

Hey Bailey!

I wouldn't worry about the fact that you don't have a degree in social media marketing! In a lot of ways, it's the kind of thing you have to learn by doing! Things change so quickly, so you have to continuously be engaging on the platforms to understand them.

One of the best ways you can learn is to work on building your own brand on social media. Experiment with creating different types of content, noticing what does well and what doesn't. Look at your data and use it to improve your content.

My second piece of advice is to spend intentional time on social media (and I don't mean doom scrolling). So when you're on a platform, pay attention to what you pay attention to.

Question why a piece of content works or doesn't work. Look at what kind of hooks stop your scroll. The more time you spend on a platform with the intention to learn about what works, the faster you'll understand what kind of content to create for that space.

- Charlotte, Editor ♡

For the group chat

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✨Daily inspo: Kendrick Lamar’s words to live by
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