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Celebrity toothpaste ads are usually easy to scroll past, but when a K-pop idol’s “signature smile” becomes the whole product story, it lands differently. Fans do not just see a whitening claim, they see an identity cue: bright, camera-ready, confidence-coded. In APAC, Colgate is betting that the beauty conversation has fully moved into oral care.…

YouGov says 27% of U.S. consumers discover new products through social media influencers or bloggers, based on YouGov Profiles data collected from June 2025 to June 2026. In other words, influencer-led discovery is meaningful, but it still sits behind friend and family recommendations (51%), retail browsing (44%), and search engines (42%). The more useful signal…

There’s a specific kind of thrill fans get when a tour stops feeling like “just a concert” and starts reading like a full universe. In Paris, BTS’ “BTS WORLD TOUR ‘ARIRANG’” leaned into that feeling through something fans instantly clock: custom looks that feel built for the stage, the member, and the moment. BTS revealed…

ehamarkets 같은 트레이딩 플랫폼이 스포츠 레전드를 내세울 때 사람들은 단순한 “광고 모델”보다 더 큰 신호를 읽는다. 익숙한 얼굴이 붙는 순간, 금융 서비스가 가진 낯설음과 거리감이 조금은 줄어들고, 브랜드가 “대중에게 설명 가능한 언어”로 다가오려는 의지가 드러나기 때문이다. 이번 파트너십은 마이클 오언의 글로벌 인지도를 통해 ehamarkets가 신뢰, 기술, 그리고 더 간편한 트레이딩 경험을 강조하려는 방향성과 연결된다. 회사는…

In August 2026, Zoom’s Chief Marketing Officer said something most CMOs would rather not say out loud. Kimberly Storin had just signed a deal with journalist and podcast host Nayeema Raza, built around Zoom’s biggest brand problem: nobody doubts the product, but almost nobody thinks of Zoom as anything more than a meetings app. The…

Crocs has spent months letting a weird little mystery simmer: hints of a giant egg popping up in marketing, including TikTok Shop livestreams, and a slow tease that something character-led was coming. Now the brand has made it official in an announcement: Niles, a six-foot-tall, non-speaking, bipedal crocodile who wears clogs and is being treated…

Turning a meal into a mini event is already a familiar Gen Z habit in the Philippines, whether it is filming mukbang-style bites, doing quick dance cutaways, or making “ordinary” food feel like a group hang. Pepsi is leaning into that same energy with Pepsi Extra Fizz, built around the idea that mealtime can be…

If you have ever tried buying tour merch right before a stadium show, you already know the real boss battle is not getting to your seat. It is the line. For a fandom like ARMY, merch is not just a souvenir, it is part of the ritual, from collecting city-specific drops to finally grabbing the…

Netflix doesn’t need to convince Filipino audiences who Kris Aquino is. The interesting part is why her voice still feels like an event: quick, opinionated, and built for the kind of “let me react to that” viewing culture that thrives in group chats and comment sections. Netflix Philippines is leaning into that familiar energy by…

If you’ve been watching brand social lately, you’ve probably noticed how mascots are back, but not in the old “stands next to the logo” way. They’re showing up like recurring characters: familiar, meme-able, and flexible enough to live in short-form video, livestreams, and real-world pop-ins. Crocs is leaning into that culture shift with Niles, a…