Pophaus Client: Begin Health
Fresh from the Pophaus studio: Begin Health's website got a glow up, and we got to create the fun content that brings the refresh to life.
Kylie Jenner just made Bloom's whole year
Kylie posted Bloom's Shirley Temple energy drink, unpaid and unprompted, and Bloom's reaction post ("brb while we process this") is doing numbers of its own, with founder Mari Llewellyn joking she's retiring.
Our take: This is the compounding return on a flavor built around culture. Bloom bet on a real obsession and the earned media keeps arriving on its own. And when the moment hit, the brand reacted like a fan, not a press release. Both halves are the lesson.
David scoops ice cream for one day only
David Protein is collabing with Fields Good on a one-day protein ice cream cookie drop, August 22 at its West Village scoop shop. Around 20g of protein per serving, and the first 100 customers eat free.
Our take: One day, one location, 100 free servings. Scarcity does the marketing for you. The content from a single-day pop-up outlives the pop-up, and that's the actual product here.
The NSFW Launch (save this for your next drop)
Hint announced its new sparkling line flavors last month with a carousel captioned "restock but make it NSFW (new sparkling flavored water)." Scandalous acronym, wholesome punchline, then slide after slide of the new cans.
Our take: This one isn't a trend, it's a launch play you can run any time. Hijack a phrase people can't scroll past, make your product the punchline, and let the carousel do the reveal. Comments fill with flavor picks before the press release goes out.
Steal it: @hint
The Unhinged Life Hack
Olipop filled a nightstand drawer with ice and cans, captioned it "Just in case I get thirsty tonight," and let the internet lose its mind. Top comment: "rage bait is strong today." Half the comment section is other brands, from Vita Coco to Jameson, pulling their audiences into Olipop's post.
Our take: Commit to a "life hack" so absurd people have to react, and make your product the whole bit. The mess is the point: rage bait works when it's harmless, funny, and unmistakably yours. Bonus play: when another brand posts one, be the first brand in their comments. Olipop got free reach from six brand accounts doing exactly that.
Steal it: @drinkolipop
Retail content doesn't have to be a static "find us at Sprouts" post. We turned IQBAR's latest UGC video into an in-store moment, cart POV, "we came here for one thing," ending on a handful of bars. Fun retail content does triple duty: it entertains the feed, shows shoppers exactly where to grab you, and keeps your brand top of mind while they shop in store.
See it live: @iqbar
