Culture counts
Wisdom š”:Ā The brands breaking through today’s advertising clutter aren’t just borrowing from culture, they’re earning a place within it. Whether it’s Lemonade’s imperfect street-inspired creative, Sprite’s decades-long relationship with hip-hop or Duolingo’s embrace of anime, the common thread is authenticity rooted in brand values, not trend-chasing. For communicators, the real opportunity isn’t simply joining the conversation, it’s knowing when your brand has the credibility to be part of it. Because in culture, authenticity isn’t a campaign strategy; it’s your license to participate.
Boomer bitesĀ
Wit š: Ā Burger King is taking a Whopper-sized bite out of nostalgia by crowning Millennials the new “boomers,ā whether they like it or not. Packed with Saved by the Bell socks, Knight Rider tees and enough back-pain jokes to require an ice pack, the campaign commits so hard to the bit that it’s impossible not to laugh. Rather than simply dusting off retro references, BK winks at the audience, proving it’s in on the joke. Sometimes the best way to relive the good old days is to roast them right alongside your fries.
Face value
Wisdom š”: Ā In her latest thought leadership piece, Peppercommās Aedyn Gorenberg reminds us that K-beauty’s rise wasn’t just skin deep, it was built by earning consumers’ trust one glowing review at a time. As shoppers cleanse their feeds of polished ads in favor of creator recommendations, Reddit rabbit holes and friends who swear by snail mucin, brands like Beauty of Joseon and COSRX have shown that real results never go out of style. The takeaway for communicators is crystal clear: the strongest brands don’t just promise a glow-up, they build communities that leave consumers positively radiant with loyalty.
Pepper Pick
By all means, move at a glacial pace. Just make sure you get to the Museum of Arts and Design at Columbus Circle from July 29th-August 9th to experience the Devil Wears Prada 2 immersive pop-up, where fashion fans can live out their Runway dreams.
