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Vitasoy nostalgia in Hong Kong is not just about remembering an old ad. It is about remembering a specific feeling: the small, everyday kind of companionship that shows up in school days, late-night chats, and the awkward in-between years when life is changing fast. That is the emotional lane Vitasoy is stepping back into with…

For Dragon Ball fans, the fun is rarely just the show. It is the collecting, the character loyalty, and the thrill of seeing a familiar world pop up somewhere unexpected in real life. Burger King is leaning into that fandom energy with Toei Animation through a limited-time Dragon Ball Super collaboration in Malaysia, built around…

John Lewis is betting that gifting stories, not just gifting aisles, can be a reason people keep coming back. The retailer’s new “Gift List” format leans into a very online behavior: watching celebrities overshare the oddly specific details of their lives, then immediately wanting to shop the look or recreate the moment. The company outlined…

Back-to-school retail marketers are confronting a shopper who is both cautious and digitally resourceful. AI tools are entering the purchase journey at the moment families compare prices, search for discounts and decide which product claims deserve attention. That combination complicates the usual value-marketing playbook. Economic pressure may make shoppers more selective, but the shoppers using…

The fan energy around LISA is built for real-world moments, not just online hype. When an artist’s aesthetic is specific enough, people do not only want a photo card or a tee, they want a space they can step into, take pictures in, and shop as proof they were part of the moment. MINISO is…

Liberty is tapping into a very specific pre-holiday feeling: the moment people stop thinking “summer sale” and start thinking “what’s the one luxe thing I’ll actually treat myself to this winter?” In its latest Beauty Advent Calendar campaign, Liberty casts Helena Bonham Carter as a fictional “Head of the Extraordinary,” using a mockumentary-style hero film…

Archive has raised a new strategic funding round as creator marketing platforms push deeper into AI-driven campaign operations. The round, announced September 2, was led by Anti Fund, the investment firm co-founded by Jake Paul, Logan Paul and Geoffrey Woo, alongside Florida Funders. The amount and valuation were not disclosed. That missing number matters. This…

Fall fandom is basically a ritual at this point: people mark the season with the same comfort cues every year, from rewatching old specials to grabbing the “it’s finally back” drink that makes it feel official. That is why a Peanuts fall tie-in lands, because It’s the Great Pumpkin, Charlie Brown is one of those…

Most marketing budgets are still built as if the main job is choosing how much money each known channel deserves. That works when the channel map is stable. It works less well when a conversational ad platform can reach meaningful scale in months, a car brand can move a long-running TV idea toward YouTube-first episodes,…

PepsiCo has reportedly selected Publicis Groupe as its exclusive lead global media partner, with the agency expected to create an AI and data-driven operating model that connects media strategy, planning, activation, connected identity and technology across the company’s global brand portfolio. The appointment would replace Omnicom’s OMD in key markets while leaving Omnicom in place…