Morning,
Sounds like Black Friday was kinder to most brands this year. Maybe we’re getting an end of the vibe-cession for Christmas too.
This week on the pod:
Holiday campaigns are emotional and human this year—more than usual?
The messy middle—where many brands are getting stuck and why.
Botox is now a beauty treatment and the overall reframing of healthcare that’s happening.
Why Amazon’s BoyRoom sponsorship is so genius—the explainer.
Eileen Fisher: Great brand, terrible fit for Gen-Z. And what would make more sense.
As always, this pod dives into the biggest trends, shifts, and brands of today.
Enjoy!
-Chris
GOOD TAKES
00:45 // HOLIDAY CAMPAIGNS
2024 Holiday campaigns are all in on emotion. And cinema. It feels like a shift from the last few years. I shared Apple’s tearjerker. But JD Sports’ take is also fascinating. The comment section on JD’s spanned the range from ‘love it, this is so real’ to ‘wow, you’re exploiting a terrible aspect of society. No doubt you know what side I fall on but we chat about what’s happening, what’s working and what’s the theme overall.
Housekeeping. Other campaigns we mentioned: Volvo, Coperni & Ralph windows.
10:04 // MESSY MIDDLE
People aren’t buying middle-of-the-road products. We discuss why premium brands like Goodles and Sol De Janeiro are working. And how private-label is killing it. But everything that’s mid-range in between is suffering. People want value, we get into that.
14:55 // BOTOX AS BEAUTY
Another letter and pod about how healthcare is going through a major facelift—a theme of 2024. Consumer perception has shifted rapidly in this space and it’s something to watch.
17:00 // AMAZON x BOY ROOM
Amazon is making big moves. We chat about the genius behind their Boy Room sponsorship (and give an explainer if you need one). And talk about their content moves like adding a spiritual channel called Ghia and a new show with Aubrey Plaza (of White Lotus).
22:38 // EILEEN’S DREAMS
And finally, you’ll hear us gush over Eileen Fisher. And then hear why we think they have it all wrong. Gen-Z’s apparent love of ‘slow fashion’ doesn’t make it make sense for EF to target them. But my favorite audience, Silvers, does.
If you prefer Apple, Spotify, or YouTube you can listen there too.
That’s all, folx.
-Chris
If you read this and liked it, that little heart is there for that. The algo and I appreciate it.
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