The Soul in the Machine: Why OpenAI is Betting on Human Craft
For the last couple of years, artificial intelligence has been discussed in extremes. It is either the harbinger of a productivity utopia or the thief …
branding
The Clooney Effect: How Nespresso’s ‘What Else?’ Rewrote the Rules of Celebrity Branding
In the fickle world of advertising, most celebrity endorsements have the shelf life of an open bag of pre-ground coffee. They’re flashy, they’re expensive, and …
Why Woodie’s “Mrs. Higgins” Wins Christmas — and What It Teaches Advertisers
Each December, brands go head-to-head to win hearts with Christmas ads. But as this year’s research from RED C makes clear, winning Christmas isn’t just …
When Flying Means Feeling at Home — How SWISS Turns Christmas into a Cultural Hug with “LXmas dalla Nonna”
As the December chill settles across Europe and festive lights begin frosting shop windows, SWISS invites travellers to look beyond departures and arrivals — with …
When a Keychain Becomes a Character: Lessons from Kipling’s “Follow Your Monkey” Campaign
Brands rarely get to turn what looks like a throwaway detail into the hero of their storytelling. Yet that is exactly what Kipling is doing …
How Cailler “Unwrapped a Smile”—Reviving Tradition with a Fresh Twist
This autumn (2025), Cailler—the heart and soul of Swiss chocolate—embarked on a bold, joy-infused relaunch that’s equal parts nostalgia and innovation. Nestlé Switzerland leveraged the …
From Grocery Vans to Silver Screens: Migros Honors Its Founders in a Stunning 90-Second Film
When a brand decides to celebrate its heritage, it’s easy to land in the cliché zone: sepia tones, slow piano, dusty archive shots. But with …
When Rock Legends and Shock Marketing Collide: The Liquid Death Ozzy DNA Story
Liquid Death’s Ozzy Osbourne DNA stunt took shock marketing to wild and hilarious new extremes in 2025 by selling a limited run of iced tea …
Astronomer Shoots for the Stars with Gwyneth Paltrow and a Perfect Pop-Culture Hijack
A viral moment so astronomically clever, it deserves its own constellation: Astronomer turned an online frenzy into a masterclass in real-time marketing, roping in none …
Migros Playmobil Mania: Deconstructing a Swiss Retail Collectible Success
The magnetic pull of collectibles remains a potent force in retail marketing, tapping into deep-seated psychological drivers to foster loyalty, excitement, and repeat purchases. In …