There when it happened
Wisdom 💡: On the latest episode of Laughing Matters, Jim Hickey proves that some people read history books while others accidentally become a chapter in them. Joining Steve Cody and Paul Merchán, the legendary ABC News correspondent shares remarkable firsthand stories from the fall of the Soviet Union to Desert Storm, and to the day the world changed on 9/11. Beyond the headlines, Hickey reflects on the responsibility of documenting history in real time and why journalism matters most when events are unfolding at full speed. And because no career is without its plot twists, the conversation also includes a suspected KGB honey trap and a live TV blunder that was viral before viral existed.
Sweet shade
Wit 😁: Snickers is taking a playful swipe at its peanut-butter rival by challenging people named Reese to give its peanut butter bars a chance. Armed with comedian Eric André, a focus group full of Reeses and a year’s worth of free candy, the brand turns a product trial into a cheeky name-based rivalry. The campaign leans into a simple but effective insight: peanut butter fans are passionate, especially when texture is involved. It’s a sweet reminder that sometimes the best way to stand out is to poke a little fun at the competition without ever really naming names.
Bottling emotions
Wisdom 💡: Coca-Cola is reminding soccer fans that the World Cup isn’t just about goals, it’s about the emotional roller coaster that comes before, during and after them. The latest chapter of its “Feel It All” campaign captures the uniquely agonizing experience of a VAR review, turning a simple sip of Coke into a moment of relief amid collective panic. With cinematic storytelling, real fan emotions and a few famous faces, the brand leans into the idea that the tournament’s biggest moments happen as much in the stands as on the pitch. Coca-Cola’s play is a smart one: don’t just sponsor the game, own the feelings that come with it.
Pepper Pick
As the road to the 2026 midterms takes shape, join Peppercomm and a panel of leading experts from Dartmouth, NYU and UNC on 6/9 for a timely discussion on how brands can navigate shifting stakeholder expectations, political uncertainty and cultural flashpoints while staying grounded in their values.
