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When a new brand launches under the wing of someone like Beyoncé, expectations are sky-high. But with Cécred, the buzz wasn’t built around flashy celebrity moments or overproduced ads. Instead,

Ari Vivekanandarajah

April 16, 2025

Why Kit Kat’s Break Brothers campaign is a masterclass in character-led marketing

Kit Kat has always been about breaks. That’s not new. But how they’re framing that break in today’s chaotic, work-heavy world? That’s what’s different—and kind of brilliant.The brand’s new Break

Ari Vivekanandarajah

April 16, 2025

Subway’s comeback story: how a guest-centric marketing strategy is turning things around

The quiet comeback of a sandwich giantThere was a time not too long ago when Subway seemed to be losing its footing. Once the king of fast, fresh sandwiches, it

Ari Vivekanandarajah

April 15, 2025

Brand repositioning done right: Panera reintroduces brand with focus on dine-in cafe experience

If you’ve walked into a Panera recently, you might’ve noticed something’s different. It’s not just the bread bowls and the smell of freshly brewed coffee. There’s a new energy —

Ari Vivekanandarajah

April 15, 2025

How Minute Maid’s “Bring the Juice” campaign is rewriting the rules of brand relevance

If you’ve been watching the beverage aisle lately—or WWE for that matter—you might’ve noticed something interesting going on with Minute Maid. This isn’t the nostalgic orange juice brand you remember

Ari Vivekanandarajah

April 14, 2025

Social Off Socials: Heineken flips phones for IRL interactions

The start of something surprisingly humanIt’s not every day a global beer brand launches a phone case that flips your device face-down when someone says “cheers.” But that’s exactly what

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Blogs

The human story behind Cécred’s powerful brand debut

Why Kit Kat’s Break Brothers campaign is a masterclass in character-led marketing

Subway’s comeback story: how a guest-centric marketing strategy is turning things around

Brand repositioning done right: Panera reintroduces brand with focus on dine-in cafe experience

How Minute Maid’s “Bring the Juice” campaign is rewriting the rules of brand relevance

Social Off Socials: Heineken flips phones for IRL interactions