The Siren Strategy

Every year, brands rush to create campaigns on Valentine's Day, which revolves around flowers, gifts and unrealistic couple goals. Is it cute? I digress.  Cadbury 5 Star, on the other hand, enhances its annual vendetta against Valentine's Day by curating campaigns that celebrate what most of us secretly feel: utter exhaustion from the over-the-top, yet empty, romantic gestures that couples share. They delivered something real, funny, and chocolatey. Instead of positioning their product as a conventional gift for lovers, they proved to act as a companion to those who would rather avoid the emotional drama altogether. An annual campaign theme they started years ago, it routinely leans towards humour and has a significant cultural impact. The core idea of the campaign was to reject mushy emotions and dramatic gestures. A life-size teddy bear that would smother you if you were in the same room? I would opt out. Through witty visuals and sarcastic tones, the brand spoke directly to...

 Dearest Gentle Reader, As the ton prepares itself for yet another season of romance, or must I say, a riveting scandal, the illustrious house of Bridgerton did not merely return to our screens, but it also waltzed into our daily lives. By curating alliances, they have piqued the interests and ensured that they could immerse themselves in the daily lives of the ton. In anticipation of the fourth season, Netflix has paraded a flock of partnerships that people could assume are royal endorsements by the Queen herself. These collaborations transformed the release of the season into a grand social affair, where viewers could also participate in the season, not only by viewing it, but also through scent, and feel. Amidst the most admirable proposals was the alliance of Dove, purveyor of fine self-care indulgences. A collection of their body wash, scrubs, bars, mists, and deodorant has been inspired by the wisps of Regency, inviting ladies and gentlemen alike to elevate their daily ablut...

The Chinese threads always aspire to bind culture while delivering a fashion statement. Taking inspiration from this, Adidas paved the way for their infamous Tang jacket. The jacket transcends contemporary fashion by drawing inspiration from one of China's most influential eras, the Tang Dynasty (618-907 AD), often regarded as China's golden age of civilization. By referencing this period, Adidas positions the jacket not only as apparel but as a revival of historical pride woven into modern streetwear.  Inspired by the classic Tang jacket, which features traditional Chinese tailoring with a stand-up Mandarin collar, eccentric colours, and "frog" toggle closures, Adidas has curated a collection that is equally sporty yet historically enthralling. If you grew up celebrating Chinese New Year, these intricate loops will feel instantly familiar. Seen on the qipao or cheongsam (長衫) and the chángpáo (長袍), often worn during festivities, these handcrafted knot closures are wov...

Every December, Spotify not only releases a feature, but a cultural moment. Back in 2015, Spotify introduced the concept, "Your Year in Music", showcasing the top songs, artists and minutes streamed throughout the year. It soon became a topic of interest among users, and this soon became a yearly ritual. Later, in 2019, a Spotify intern, Jewel Ham, proposed the idea of a graphic story format to share across social media and increase its appeal among the Gen Z audience. In 2020, it was rebranded as "Spotify Wrapped", incorporating Ham's design and consequently became a resounding success. The campaign grew in popularity each year and later on became a global marketing phenomenon and a viral marketing tactic used by brands such as Duolingo. “We started to realize that this was an incredible way to get our passionate users to shout from the rooftops around the brand,” Alex Bodman, Spotify’s vice president and global executive creative director, told Variety. What d...

The worlds of fashion and pop culture meet again, stitched together with nostalgia and finished with a denim jacket. GAP has unveiled its 2025 fall campaign, 'Better in Denim', featuring the global girl group KATSEYE. The dynamic campaign delivered a story that was not all denim, but a carefully orchestrated marketing play that is a fusion of nostalgia, global fandom and a timeless touch. KATSEYE featuring Megan, Manon, Sophia, Yoochae, Lara Raj and Daniela In recent times, when jeans ads were dubiously executed with a questionable message (yes, I am implying the American Eagle x Sydney Sweeney stunt), GAP brought a fresh outlook by collaborating with a multicultural group of girls from diverse ethnic backgrounds.  The brand tapped into the early 2000s by choosing Kelis' "Milkshake" as the soundtrack, a song that heavily resonates with Millennials who grew up listening to it. They played this while tapping into the Y2K resurgence so that Gen-Z could witness a retr...

Selena Gomez's Rare Beauty has dipped its toes in the fragrance market, and they are already doing wonders. Their siren strategy is installing three scratch & sniff billboards in Soho and Chelsea, New York City. This prompts the passerby to stop, scratch and smell notes of creamy caramel and pistachio, giving way to an unexpected duality of rich vanilla and spicy ginger, then dries down to an earthy sandalwood. To complement this experience, the passerby can scan the QR code on the billboard and order themselves a sample of the Rare Eau de Parfum . From impressions to conversions, Ms. Gomez and team have really done it this time. A perfect execution of guerrilla marketing that creates an experience for potential customers of a particular brand or product. Oftentimes, it becomes difficult to advertise a perfume to customers, so to sell a scent, brands rely on sensory storytelling by relying on emotions, visuals and setting the mood. Nevertheless, this usually does not comply wit...