Your ATTN Please || Wednesday, 26 February

Uh oh, is someone feeling insecure?

Coca-Cola has just launched themselves into the prebiotic soda biz (and it’s clear why). Poppi currently owns 19% of market share in this space. Meanwhile, Olipop has just become the top non-alcoholic brand in the U.S. by dollar sales and unit growth. With 5 fruity flavours about to hit the market, we’ll see whether Coke can claw its way to the top of the probiotic soda game…or not.

- Charlotte, Editor ♡

WHAT’S HAPPENING IN MARKETING TODAY?

Coke Intros Probiotic Soda, A$AP Rocky Teams Up With Ray-Ban & Persil Collabs With Arsenal WFC

Coca-Cola steps into the prebiotic soda market.

You would literally have to live outside of civilisation to have missed the astronomical growth that has happened in the prebiotic soda space over the last 2 years. And Coca-Cola, as we well know, does not live outside of civilisation. So, of course, the brand wants to capitalise on this trend.

Simply Pop is the beverage behemoth's latest offering. It has six grams of fibre for gut health and vitamin C and zinc for immunity support. The difference to other brands? According to Marketing Dive – taste. The fruit-forward flavour is expected to drive sales for Simply Pop, which will be marketed as the “juicy new soda.” Whatever, I’m getting a Poppi.

A$AP Rocky is on a winning streak.

I mean, aside from being Rihanna’s baby daddy. The rapper has just been named Ray-Ban’s first ever creative director. This is following his acquittal for assault charges that could have seen him behind bars for a very long time. The luxury eyewear brand announced the partnership in an official Instagram post 4 days ago, writing “Introducing A$AP ROCKY as the first Creative Director for Ray-Ban” under a photo of him looking fine as hell, as per usual.

The company’s president, Leonardo Maria Del Vecchio, also weighed in: “He’s a visionary artist and creator,” he wrote. “His ability to push the boundaries of the diverse worlds he explores aligns with the Ray-Ban DNA. We are reinforcing the brand’s values of innovation, pioneering spirit, and courage.” The comments saw an onslaught of jokes from fans in light of the timing of the announcement. “Framed by Rocky 😎💥” one astutely wrote.

Persil teams up with Arsenal WFC players to tackle period stigma in sports.

We loooove to see it. Research conducted by the brand found that over three-quarters of girls aged 15 – 18 have stopped playing sports due to their periods. That, we don’t love. “When an athlete plays on, despite a bleeding ankle, their blood-stained sock is seen as a badge of honor. Yet, when it’s period blood, it’s met with shame and embarrassment,” Unilever told The Drum.

To tackle this (pun intended) Persil launched a campaign featuring athletes from the Arsenal WFC, entitled “Every Stain Should Be Part of the Game.” The juxtaposition of bloodstained t-shirts and underwear highlights the double standard these athletes face.

The campaign runs alongside a community initiative, where young boys and girls can openly discuss menstrual health. These conversations encourage mixed gender participation and foster empathy to keep more young women engaged in the game. Yay!

That’s all folks!

-Sophie, Writer

DEEP DIVE

Why The Sims is Still Dominating—25 Years On

Real internet OGs know, before the metaverse (ew), there was The Sims.

Which, astoundingly, just turned 25 – (I’m not old I’m not old I’m not old). That’s a quarter of a century of players drowning their virtual characters in pools (yes, I used to remove the ladders, yes, I know you did too), designing dream homes that were the furthest thing from functional, and making questionable life choices without real-world consequences.

But beyond its status as one of the best-selling game franchises of all time, The Sims has mastered the art of staying relevant. So, what can brands learn from its unshakeable success? Well, it turns out, quite a lot.

1. Evolve or evaporate.

The Sims has never been afraid to evolve. It’s gone from pixelated suburban chaos to a fully customisable, culturally-aware world that actually mirrors real-life. The game introduced same-sex relationships in the early 2000s. And it expanded gender customisation options in 2016. In other words, The Sims stays ahead by reflecting societal shifts.

The takeaway: You should know this by now – but it really is adapt or get left behind. If your brand isn’t keeping up with evolving consumer values, it’s giving them a reason to move on. Keep your finger on the pulse of culture and make sure your brand grows with your audience.

2. Nostalgia is your secret weapon.

If 2024 showed us anything, it’s that people are going to eatttt up nostalgia marketing. Few things spark joy like seeing Bella Goth pop up in a new Sims release. EA and Maxis know that nostalgia isn’t about rehashing old content. It’s about bringing back beloved elements in fresh, meaningful ways.

The takeaway: Nostalgia is free serotonin. Brands that successfully tap into their history (without feeling stale) can create instant emotional connections. Whether it’s reviving an old logo, remixing a classic campaign, or bringing back a fan-favourite product, use nostalgia wisely.

3. Marketing should be an experience, not a billboard.

The Sims’ marketing is as playful as the game itself. The brand has used everything from Tinder campaigns promoting its Lovestruck expansion to immersive in-game collaborations. It’s clear EA isn’t just selling a game—it’s selling an experience.

The takeaway: Traditional advertising is boring. Give people something to engage with, not just something to look at. Whether it’s gamified marketing, interactive storytelling, or unexpected brand collabs, make your marketing feel like part of the fun.

4. Community is everything.

One of The Sims’ biggest strengths? Its loyal, vocal, and wildly creative community. EA and Maxis know the real magic happens when they let players take the reins.

The takeaway: Build a brand that people want to be a part of. Encourage UGC, listen to your audience, and involve them in shaping your brand’s future. A thriving community is your best (and most cost-effective) marketing tool.

5. Keep things fresh.

Instead of reinventing the game from scratch every few years, The Sims keeps players hooked with expansions and updates. This steady drip of fresh content keeps the experience exciting without requiring a total reset.

The takeaway: You don’t always need a full rebrand. Sometimes, all you need is a well-timed update. Think limited-edition drops, seasonal twists, or new features that keep customers engaged over time.

The Sims brand is a lesson in longevity. If your brand takes a page out of their book, you won’t just survive—you’ll thrive. And if all else fails, maybe try adding a pool. Just don’t forget the ladder.

-Sophie, Writer

TREND PLUG

Never Have I Ever

This sound comes from a livestream of Ekane and Chris playing Never Have I Ever.

In the clip, they get strategic—asking ultra-specific questions they know the other has done, setting them up to lose points.

Now, TikTok has grabbed onto that energy and turned it into a self-exposing trend that’s all about calling yourself out in oddly specific ways. The format? Hands up like they’re playing Never Have I Ever with a text overlay of the exact question they 100% would lose a point on. The more relatable or absurdly specific, the better.

Some examples flying include, “Never have I ever turned into oncoming traffic,” “Never have I ever cried over food,” and “Never have I ever cheated on a test and STILL failed.” (We listen and we judge).

How you can jump on this trend:

Use the sound, then throw up OST with your niche experience (e.g., “Never have I ever [thing you’re confessing to]”). Wait until the question is asked, then lipsync the rest of the audio, which goes, “you know I did that though!”

A few ideas to get you started:

• “Never have I ever…called a product ‘limited edition’ just to boost sales.”

• “Never have I ever…filmed a ‘morning routine’ at 4 p.m.”

• “Never have I ever…texted ‘haha so true’ after not reading a word of what someone sent.”

-Abdel, Social Media Coordinator

FOR THE GROUP CHAT

😲WTF: Kanye and Portnoy are beefing?!
✨Daily inspo: Wisdom from Lorax
🎧Soooo tingly: Coffee ice balls ASMR
🍝What you should make for dinner tonight: KFC Zinger Sliders!

TODAY ON THE YAP PODCAST

Want even more “YAP”ing? Check out the full podcast here.

ASK THE EDITOR

Q - I'm a business owner and a one-man band at the moment. How am I supposed to find time to create content consistently? - Colin

Hey Colin,

Unfortunately, there's no silver bullet when it comes to content creation! It's the kind of thing you just have to make time for. But, if you're finding that making content is taking way too long when you do sit down to do it, I'm guessing the real problem is you don't have a solid idea. So each time you need to write a post or make a video, you're starting from square one.

My advice is to spend some time working out the big idea of what your content is always going to be about. This article will help you come up with what that big idea is. Then, when it comes to creating a piece of content, you don't have to come up with a new concept every time. Instead, you're just working off the idea you've already fleshed out. Other than that, you've just got to make content creation a priority for the longevity of your brand!

- Charlotte, Editor ♡

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