Your ATTN Please || Wednesday, 19 March

If you had a cool $1.95B to blow, what would you spend it on?

Me? I’d jet off to a private island and you’d never hear from me again. But PepsiCo had its own ideas and decided to buy probiotic soda brand, Poppi instead. You know, the one that was just valued at $2B. I guess with Coca-Cola launching their own range of probiotic drinks (Simply Pop), PepsiCo didn’t want to miss out on the fun.

- Charlotte, Editor ♡

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WHAT’S HAPPENING IN MARKETING TODAY?

PepsiCo buys Poppi, New Frank Ocean song is teased & S Korean brands ditch controversial actor

PepsiCo has just bought probiotic soda brand Poppi for $2B.

Remember a few weeks ago I wrote about Coca-Cola entering the prebiotic soda market? And how brands like Poppi and Olipop were their greatest competitors, the latter of which was valued at $2 billion following its latest funding round last month? Well, PepsiCo has officially entered the chat, because the brand has just purchased Poppi for a big ol’ $1.9B.

Poppi "saw $500 million in sales last year, [and] has amassed a loyal fan base and a demonstrated capacity for growth,” according to Marketing Dive. With the two beverage giants now in the market, it goes to show the sheer number of consumers who are looking for “better-for-you” options. This signals a huge shift in the industry--one of more functional ingredients and less sugar. Collective health is wealth, y'all.

An elusive Frank Ocean snippet has appeared online.

Could it be that the gods have finally offered us mercy in this cruel world devoid of Frank-filled pleasure? Don’t hold your breath. But maybe. Just maybe. Because over the weekend, UFC fighter and Frank Ocean’s rumoured partner @paytontalbott dropped a 25-minute video on YouTube. In the video, you can hear Frank's voice singing a new song snippet. It's unconfirmed, mind you, but if you can’t identify his unmistakable voice, what are you even doing with your life?

The lyrics, emotional, poignant: “I read your diary, every line/ I wanna drink your words like wine.” Obviously, this isn’t Frank himself teasing music. But like, it kind of is? His last official release was all the way back in 2020 with "Dear April" and "Cayendo" – so I’m running with it.

Prada & Dinto ditch South Korean actor Kim Soo-hyun over dating scandal.

Allegations have exploded of Soo-hyun dating underage actress Kim Sae-ron, who was found dead in February. The actress had been struggling after a drink-driving incident, which heavily impacted her career. However, the scandal dates back to 2015, when Kim Sae-ron was a minor, according to relatives.

Luxury fashion group Prada said it mutually decided to end its collab with Kim despite his denial of the claims. South Korean cosmetic brand, Dinto, has also followed suit. Messy!

Anyway! That’s all folks! 

DEEP DIVE

How to shock & delight your customers with "chaos packaging"

Wait a second. Why is my ice cream filled with tampons… And my whipped cream is actually sunblock!? And my beer is not beer but… water!???

No, you don’t have early onset dementia. This is chaos packaging—a design trend that intentionally disrupts consumer expectations by placing familiar products in wildly unconventional containers. And it’s freaking awesome.

Not only does this kind of marketing stunt capture attention in-store. It urges people to take a pic for socials, like a self-fulfilling UGC prophecy. But beyond the novelty, chaos packaging taps into deeper psychological and cultural forces. And this makes it one of the most intriguing design trends in recent years.

So, where has chaos packaging come from?

Well, it’s backlash against blanding. For over a decade, brands have leaned into sleek minimalism—clean lines, neutral tones, and hyperfunctional packaging that seamlessly blends into an aesthetically curated lifestyle. Apple set the tone. Glossier perfected it. Then came the "millennial brand." Now, every DTC brand seems to follow the same blueprint.

But when everything looks the same, nothing stands out. Chaos packaging is a direct rebellion against design homogeneity. We live in a world where consumers are bombarded with visual white noise. So packaging that confuses, shocks, or amuses is far more likely to break through.

Now, we're seeing the rise of maximalist design, nostalgia-infused aesthetics, and absurdist humour in branding. (See: Liquid Death’s aggressively ironic water branding, Dr. Squatch’s off beat vibe or Graza’s olive oil). And these all signal a craving for something less predictable.

Chaos packaging disrupts the ordinary and forces people to engage with products in new ways.

Humans are simple little creatures. Our brains are wired to seek familiarity and categorise things quickly. So when something disrupts those patterns—like a can of paint in the dairy aisle that’s actually oat milk—it triggers ✨cognitive dissonance✨. That moment of confusion forces us to pause, re-evaluate, and ultimately, remember.

Chaos packaging isn’t a gimmick; it’s science, baby. Studies in behavioural psychology show that breaking expectations increases memorability and engagement. Chaos packaging turns a routine shopping experience into an interactive moment—one that consumers are more likely to talk about and share. In an era where virality is currency, this is marketing gold.

So, how can you tap into chaos packaging?

It’s tempting to jump on the trend by slapping a juice box design onto a protein shake and calling it a day. But chaos packaging works best when it actually serves a purpose beyond shock value. Here’s how you can do it right:

• Break category norms (but keep it functional). Would your hand cream be more fun in a honey bear squeeze bottle? Would instant coffee stand out in a motor oil tin? Just keep usability in mind—if it frustrates consumers, the novelty wears off fast. We also don’t need more products that end up in the landfill – unnecessary waste? Ew.

• Leverage psychological triggers (no, not that bad ones, you freak). Tap into nostalgia (e.g., putting vitamins in a candy box) or subversion (e.g., selling luxury perfume in a plastic soda bottle). Create moments of "aha!" that turn consumer confusion into delight.

• Use it as a limited edition play. Not every product needs chaotic packaging permanently. Limited drops create scarcity and make products more collectible. If the design resonates, you can bring elements of it into your core packaging without going full absurd.

Chaos packaging is a cultural commentary on the state of branding today.

It challenges the rigid rules of packaging design, breaks through the sea of sameness, and reminds us that everyday objects can spark joy and curiosity. For brands, it’s a strategic tool to capture attention, drive conversation, and connect with consumers on an emotional level. After all, in a world where packaging is often overlooked, sometimes the best way to be noticed is to be completely unexpected.

-Sophie, Writer

TREND PLUG

Absolute perfection

This trend is leading the race in the Simplest Trend of the Year awards.

The sound comes from a snippet of EDM DJ Rammor's Chill Summer Vibes mix. With over 500 commenters begging for the mix to be posted on Spotify, this is a trend NOT to miss!

TikTokers have already taken the sound and turned it into the perfect tune for when you just want to do something you enjoy. Pairing it with a video of something nearing perfection, they're using OST to describe the thing that is the absolute cherry on top. The format goes, "This and..." For example:

• A spa day ("this and your favorite person") 

• The perfect Airbnb ("this and the f*cking girls”)

• Mykonos ("this and not knowing what day it is")

How you can jump on this trend:

Think the nicest places you've been to; be it a dream vacay spot, a nice little park you often visit, or your ultimate safe space. Then, add the sound. Use OST to describe the thing that makes this experience even better.

A few ideas to get you started:

• This and being inbox zero

• This and a three day weekend

• This and ignoring my teams/slack notifications

-Abdel, Social Media Coordinator

FOR THE GROUP CHAT

😲WTF: Connor McGregor was at the White House?!
❤How wholesome: AWOO
😊Soooo satisfying: Frozen Flower Ice Globe
🍝What you should make for dinner tonight: Shrimp Tacos!

ASK THE EDITOR

I've just bought a small business and am wanting to rebrand and put my own spin on it. What advice do you have? -Cody

Hey Cody,

I know it's tempting to pick apart everything about this brand you've just bought. But before you burn it all down and start again, I'd ask why you want to rebrand. If you just think it would be cool to have a new logo and colours, there's nothing wrong with that. But I'd be careful about pouring too many resources into that right now.

Instead, I'd focus on a strategy for building the brand beyond its visual elements. Because while a lot of people think "branding" is your logo and colour scheme, it's actually the entire experience of your brand. Your values, messaging, and how you show up on your website, socials, etc. are way more important than your logo. So sure, get a new one if you want. But spend the majority of your efforts on the aspects of branding that will actually make a difference.

- Charlotte, Editor ♡

p.s. You also may want to check out Thinking about rebranding in 2025? Read this first.

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