Beauty & Sports

Glossier Renews and Expands Partnership With WNBA

Glossier and the WNBA have extended their partnership for a 4th year. This collaboration isn’t just about beauty; it’s about empowering WNBA athletes to share their stories and inspire others. “Glossier celebrates beauty in real life and our partnership with the WNBA embodies that philosophy,” said Kyle Leahy, CEO of Glossier.

Through curated content and impactful events, Glossier aims to spotlight the strength and other sides of these players, proving that beauty and athleticism are a dynamic duo. This renewed partnership is all about breaking barriers and amplifying voices that deserve to be heard.

“This collaboration between powerful brands demonstrates that visibility and empowerment matter, and that there has never been a better time to support the multidimensional athletes of the WNBA,” said WNBA Commissioner Cathy Engelbert.  

Rebrands & New Consumerse

EXCLUSIVE: Here’s the Tea on Lipton’s Transformation

Lipton, the deep rooted tea brand, is rebranding and they’re doing it right. CEO Nathalie Roos and North American President Racquel Harris Mason are focused on transforming the tea industry by enhancing quality, expanding their product range, and engaging younger consumers, especially Gen Z. Mason emphasizes tea’s health benefits, including heart protection, making it a mindful choice for today’s consumers. The brand also prioritizes ethical sourcing, working closely with global partners to redefine industry standards for social and environmental responsibility.

“To me, what I’m most excited about is the potential to recruit a whole new generation of users that we can bring wonderful physical and mental health benefits to. Tea has been around for more than 2,000 years but Gen Z needs and wants tea,”  said President Racquel Harris Mason.

The Olympics & Brand Activations

2024 Paris Games Preview: Rolling Coverage of Brands Activating Around the Summer Olympics

For the 2024 Paris Games, major brands like Coca-Cola, Procter & Gamble, Pampers, Toyota, Visa, Airbnb, and Omega ramped up their activations to engage fans and enhance the Olympic experience. Coca-Cola and Procter & Gamble led the charge with immersive experiences, focusing on sustainability and community. Procter & Gamble aimed to spotlight their “P&G Proud” initiative celebrating diversity, while Coca-Cola’s activation emphasized a “sustainable future.” Their activation served as a break, offering virtual visualization practices and “safe spaces for conversations around mental health.”

Click here to see what other brands did at the Olympics!

Marketing & Community

Ikea Dives into the World of Experiential Marketing

“IKEA’s “Sleepover Speakeasy” in New York blends mindfulness with customer engagement in a new and unique way. Visitors are immersed in a sensory-rich environment designed to promote relaxation and better sleep. This unique experience not only highlights IKEA’s commitment to well-being but also creates a memorable, interactive way to connect with their brand.

Building on this concept, IKEA’s “Biggest Pajama Party in the World” is set to happen across various stores, including Miami, further emphasizing the brand’s commitment to comfort and community. In Miami, the event will kick off with a special family yoga class hosted by us, Mind Body Social, setting a relaxed and joyful tone for the day.

IKEA continues to create engaging and meaningful interactions that align with their mission of enhancing everyday life and building community.