Thirty + thriving
Today marks 30 years of Peppercomm (HBD to us!), which means we are old enough to remember when linear TV ruled, but wise enough to know the feed is where culture lives now. As we all know, TikTok’s cranberry-sipping skateboarder proved memes can move markets, and today, CPG giants like Unilever are shifting half their ad budgets to social, multiplying influencer work twentyfold, and spending billions to snap up viral upstarts like Poppi and Dr. Squatch. The glossy 30-second spot has given way to creator-led campaigns, meme-worthy collaborations, and an arms race to win Gen Z’s attention. After three decades, we know the real risk isn’t resisting change, it’s waiting too long to adapt.
Sole searchin’
DSW is putting the “sole” back in soul with its new “Let Us Surprise You” campaign, proving that IRL shoe hunting can be a real toe-tally fun adventure. Dancer Sydney Moss stars in a whirlwind of box-spilling, shoe-swapping joy, showing that trying on shoes can really help you find your other sole. Crispin’s first campaign for DSW encourages shoppers to step into delight, not just practicality, and strut their playful side in-store. Even in the age of online shopping, 70% of DSW’s business still happens IRL because some surprises are made to be walked into.
Pecking order goes social
KFC went from chicken royalty to precarious poultry lagging behind Chick-fil-A, Popeyes, and Raising Cane’s, proving that even legends can get clucked over. The Colonel is back in ads and on social, bringing his swagger, spice, and internet-breaking energy, and yes, potato wedges are making a triumphant return after five years. A single tweet, a stamped potato, and some cheeky PR wizardry turned social feeds into a mashed-up frenzy of likes, shares, and screenshots. Lesson learned: listen to your fans, respect your legacy, and never underestimate the power of a well-timed spud.
Pepper Pick
We’ve been around for 30 years, but our appetite hasn’t aged a bit! Try out a PC favorite, Sam’s Place, for the best pasta dishes.
