Acquired attention

Ready for takeoff

Wisdom 💡:  In a thought leadership piece from Peppercomm’s Paul Merchán, NASA’s Artemis mission proves that even in an AI-obsessed world, nothing builds trust like a good human story. By spotlighting astronauts, embracing transparency and clearly mapping what’s next, NASA turned complex science into something relatable and inspiring. The lesson for brands navigating AI is to lead with people and purpose, not just the technology itself. In the race for innovation, the winners won’t just be the smartest, they’ll be the ones who tell the clearest, most human story.

Acquired attention

Wisdom 💡: Swan Beauty proved that sometimes the fastest way to build a brand is to go big, bold and unapologetically extra. By sponsoring a luxe, influencer-packed bachelorette trip this past weekend, the startup turned a niche AI mirror into the internet’s favorite “wait, what is this?” moment overnight. The follower count barely budged, but impressions, engagement and curiosity absolutely skyrocketed. In today’s attention economy, one perfectly timed spectacle can outshine a thousand well-behaved campaigns.

Real slick

Wit 😁: Vaseline is sticking to its strengths (literally) by becoming the “Official Nipple Protector” of the London Marathon. Tackling the very real (and sometimes awk) issue of runner’s chafe, the brand handed out products and set up “Nip Stops” to keep runners focused on the finish line, not the friction. The campaign turns a long-known hack into a bold, LOL platform that owns a problem others avoided naming. Vaseline makes it clear: when you embrace an uncomfortable truth, you don’t just solve it, you make the brand unforgettable.

Pepper Pick

Florals for spring? Groundbreaking. BUT Devil Wears Prada 2 might actually be. We’ll report back on Monday after we see it this weekend.