We love a good clap back.

And today’s petty moment is brought to you by Kellogg’s.

When a Times Square billboard featuring Molly Baz’s pregnant bump was taken down, the brand saw their chance to shine. Now, they’re featuring that same bump on a limited edition cereal box.

In today's newsletter:

• Kellogg's claps back after billboard is censored (and shows brands how to take a stand!)

• TikTok takes (snap)shots at Google (product-based brands, you’ll want to know about this app update)

• Trend plug - Trying to distract you

• Ask the Editor - How many platforms do I need to be on?!

- Charlotte, Editor ♡

Censoring pregnant bodies???? In 2024???? Lord, we still have some work to do.

Last month, an ad featuring cookbook author and food writer Molly Baz was taken down after just three days. The ad appeared on a Times Square billboard and showed her exposed pregnant belly with two cookies covering her breasts.

However, it was removed for 'violating guidelines on acceptable content.'

Molly collaborated with breastfeeding startuup, Swehl, to develop the recipe for 'Big Titty Cookies,' which are designed to stimulate milk production. The ad was promoting the collab, and was fkn fab, featuring the tagline 'Just add milk.'

I mean, how good, right?

Not good enough to keep its place in the Square, apparently.

Shortly after its removal, people took to X to point out that this exact same billboard often features campaigns from Skims, Calvin Klein and Michael Kors.

'Apparently, the lactating cookies billboard is too racy for New York Times Square and had to be taken down… but actual racy underwear ads are just fine,' one user tweeted.

For effect, they posted an image of Molly’s ad compared to a Calvin Klein ad that appeared in the same spot. One that featured models covered in oil laying on top of one another...

I don’t know if y’all are thinking what I’m thinking, but I smell a double standard.

[Keep reading]

-Sophie, Writer

TikTok Takes (Snap)Shots at Google

TikTok has quietly brought its already visual-heavy platform to the next level. And it looks like the app's challenging Google's image search capabilities.

Now users in the US and Southeast Asia can browse TikTok Shop by uploading or taking similar pics of what they're after.

It's a move that further undercuts Google's dominance as a search tool (the tech giant admitted TikTok's impact on the company in 2022). But with this new feature, TikTok is increasingly showing it wants users' whole shopping experience - from search to purchase - to be in-app.

How does it work?

Say you're at a cafe and the mug your soy latte came in really speaks to you. Using the image search feature, you can snap a pic of it and find similar items on TikTok Shop.

Cool story for buyers, but what about sellers?

[Keep reading]

-Devin, Copywriter

Trend Plug - Trying to Distract You

Facing adversity? Dance it away!

Set to the infectious beat of Chris Brown's 'No One Else', TikTok's 'Trying to Distract' trend combines quirky dance moves with humour to (attempt to) shift focus from everyday mishaps.

People are using this trend to hide their traits like their deep voice or their digital footprint from their future employers.

How to use this trend:

Using this sound, bust out your go-to dance moves. Then add the onscreen text 'me distracting [blank] from the fact that [blank].' 

A few ideas to get you started:

• 'Me distracting my clients from my digital footprint'

• 'Me distracting my colleagues from the fact I spilled coffee on my keyboard mid-Zoom'

• 'Distracting my audience from the fact I accidentally sent a meme to the wrong client'

• 'Me distracting my customers from the fact I forgot to update the website's copyright year'

-Abdel, Social Media Coordinator

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Ask the Editor

Q - I'm just starting to get my accounting firm on social media. How many platforms do I need to be on? I'm getting overwhelmed just thinking about it. - Taz

Hey Taz!

If you're just getting started, I would choose 1-2 platforms rather than trying to do them all at once! Since you're a B2B business, I'd definitely suggest you make LinkedIn one of the platforms you focus on.

Then you might want to try TikTok or Instagram if you're prepared to create video content. Whatever platforms you choose, go all in by networking and creating a community there. The more you do this, the more you'll know what people are looking for on the platform. This will help you create relevant content.

You can absolutely add other platforms in the future. But it's easier to focus on nailing 1-2 first rather than spreading yourself too thin and not doing enough on any of them.

- Charlotte, Editor ♡

p.s. If you're reading this and your brand is trying to go viral, our cohort program is set up to help you do just that. Registrations for our August intake are open now. Learn more.

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