Adventure awaits
Columbia Sportswear is ditching “pristine and perfect” outdoor vibes for a gritty, darkly funny campaign called Engineered for Whatever, where hikers face snakes, vultures, and even the Grim Reaper. Real stunt pros put the gear through absurd trials – think dangling over gator pits by your pants or rolling down mountains in giant snowballs. The brand’s first major relaunch in a decade also comes with a fresh visual identity, from typeface to color palette, to match its tougher, cheekier tone. With sales climbing internationally, Columbia’s betting that humor plus hardcore durability will hook younger, adventure-hungry consumers.
Spices & surprises
Cava is spicing up its menu and your keychain, with the debut of its Hot Harissa Meal, which comes with a mystery pita chip plushie tucked inside. The collectible crew, designed by artist (and former Cava employee) Thaddeus Coates, includes Peter Chip and his flavorful friends Garlic Gus, Jimmy Harissa, and Sweet Sammy. Leaning into the “blind box” craze à la Labubu and Beanie Babies, you won’t know which squishy snack buddy you’re getting until you dig in. It’s part of Cava’s mission to turn pita chips into pop culture icons while giving fans a tangible and adorable taste of its brand.
Brands: Take note
Even as some companies retreat from diversity, equity, and inclusion (DEI) efforts, 62% of consumers still want brands to take a stand, though less than half can correctly define DEI. New research from Disqo and Do the Werq shows LGBTQ+ representation in ads is slipping, with visibility down since 2023 despite the group’s $3.9 trillion buying power and higher expectations for inclusivity. Seventy-seven percent of LGBTQ+ consumers and 60% overall say inclusive ads influence purchases, while 41% lose trust when brands scale back. The real risk? “Silent attrition,” where younger, values-driven consumers quietly take their dollars elsewhere.
Pepper Pick
Summer 2025 just got a whole lot tastier thanks to Half Baked Harvest’s hottest recipes! From zesty grilled dishes to fresh, no-fuss salads, these crowd-pleasers are the ultimate excuse to fire up the grill (or just pretend you did).
