2026 World Cup and LA Olympics are more than just games: How marketers leverage these opportunities 

Turning the 2026 World Cup and LA 2028 Olympics into marketing playgrounds. How these events will have a huge impact on companies’ brand images.(Facebook)

As the world gears up for these monumental events, brands are strategizing to captivate audiences through immersive, experiential marketing. It’s not about traditional ads anymore; it’s about creating moments that resonate.

Expert Insights

Cydney Lee, Adweek: Lee emphasizes that with events like the 2026 FIFA World Cup and the Los Angeles 2028 Olympic Games on the horizon, experiential marketing opportunities abound for marketers, sponsors, and designers. Brands are focusing on immersive and personal experiences to engage audiences effectively. (Adweek, Adweek)

Christian Kurtzke, CEO of Together Group: Kurtzke discusses how Together Group aims to become the LVMH of luxury agencies by consolidating boutique firms across marketing, communications, production, digital, and experiential services for luxury brands. Their approach integrates cutting-edge technologies like digital twins and immersive storytelling to support luxury brands in transitioning from product-based to experience-based economies. (Vogue Business)

Our Take

The fusion of sports and experiential marketing is creating unparalleled opportunities for brands to connect with audiences on a deeper level. By leveraging technology and storytelling, brands can craft experiences that not only promote their products but also foster lasting emotional connections.(Explore)

3 Action Items

  1. Leverage AR: Make your brand interactive and attractive for people by developing AR experiences during events. This could include virtual try-ons, interactive games, or storytelling.
  2. Collaborate with Influencers: Partnerships with related influencers who will create authentic and lucrative content around the events and your brand.
  3. Create Pop-Up Experiences: Putting temporary pop-up shops near the venues where the events will happen. This will offer unique experiences and have a lasting impression.

The upcoming global events present a golden opportunity for brands to innovate and connect. By embracing experiential marketing, brands can transform passive viewers into active participants, forging deeper relationships and lasting loyalty.



Written by Lusine Sargsyan

When Cola’s Christmas Magic clashes with Artificialness

Coca-Cola’s attempt to implement new technologies into traditional Christmas ads turned into a disaster. (AI Business)

In late 2024, Coca-Cola ventured into AI-generated advertising, reimagining its classic “Holidays Are Coming” commercial. The initiative aimed to showcase AI’s potential in delivering personalized content at scale. However, the campaign faced backlash, raising questions about authenticity and the role of AI in creative processes.(Aeon)

Expert Insights

Forbes: Forbes reported that Coca-Cola’s AI-generated Christmas ads were perceived as “deeply uncanny,” leading to online backlash. Critics felt that the magic and warmth of the original commercials were lost in the AI renditions. (Forbes, Wikipedia)

Adweek: Adweek highlighted that Coca-Cola collaborated with AI studios like Secret Level, Silverside AI, and The Wild Card to recreate their iconic holiday advertisement using advanced AI video-generation models. While the intention was to modernize and personalize the classic ad, it sparked debates about the balance between innovation and preserving brand heritage. (Aeon)

3 Action Items

  1. Conduct Audience Testing Before Launch: Before implementing AI-generated content brands should test audience reactions and gather feedback, ensuring the content will be welcomed.
  2. Blend AI with Human Creativity: Combining AI’s capabilities with human creativity will maintain authenticity and emotional connection.
  3. Transparent Communication: Clearly credit AI in campaigns to manage consumer expectations.

Coca-Cola’s experience serves as a cautionary tale for brands exploring AI in advertising. Embracing innovation is essential, but not at the expense of the genuine connections that define brand loyalty. 

Written by Lusine Sargsyan

Eco-friendly stickers are the new green flag for conscious shoppers

Sustainability is not just a movement, it has become a part of our lifestyle. From compostable packaging to carbon-neutral shipping, online retailers are rewriting the rules to win over eco-conscious consumers.

Expert Takes

1. Amazon’s Packaging Overhaul

Amazon is leading the charge by replacing single-use plastics with recyclable paper and cardboard packaging. Since 2015, they’ve eliminated approximately 3 million tonnes of unnecessary packaging. Their “sustainability exchange” offers packaging playbooks and case studies to assist other businesses in adopting similar practices. The Australian

2. DHL’s Sustainable Logistics InitiativesDHL is embracing sustainable logistics by implementing eco-friendly packaging solutions and optimizing delivery routes to reduce emissions. They offer compostable mailing bags and packaging made from seaweed, aligning with their commitment to green logistics. ShipWiselyDHL

Our Take

Sustainability in e-commerce is no longer optional—it’s essential. With 73% of online shoppers considering sustainability when making a purchase and 60% willing to pay more for sustainable products, eco-friendly practices are a competitive advantage. Gitnux

3 Action Items

  1. Implement Eco-Friendly Packaging. By implementing recyclable packaging materials, we will not only reduce the impact on the environment but also become more attractive to conscious shoppers.
  2. Offer Carbon-Neutral Shipping Options. Come up with new carbon offset programs or partner with companies who have to allow customers to have the option of carbon-neutral shipping at checkout.
  3. Enhance Transparency in Sustainability Efforts. Show your eco-friendly products in a special place dedicated to sustainability on your website. Attract customers by using badges like “Made from Recycled Materials” or “Plastic-Free Shipping”.

E-commerce is evolving, and sustainability is at its core. By adopting eco-friendly packaging, offering carbon-neutral shipping, and transparently communicating your green initiatives, you can meet consumer demand and drive business success.

Written by Natalie Manvelyan

Jaguar’s Identity Crisis: From predator to prey 

Jaguar’s efforts to hunt turned into a fight for survival. In late 2024, Jaguar rebranded so radically that it ditched the car. Literally no vehicles, no logo, just models in neon colors and a slogan: “Copy Nothing.” The internet started a buzz. Soon, people like Elon Musk not only mocked it. 

What the Experts Are Saying

Rawdon Glover, Jaguar Managing Director. Glover stood by the campaign, calling it a “bold and imaginative reinvention.” He argued that Jaguar needed to break from “traditional automotive stereotypes” to stay relevant in an electrified future. But he also admitted disappointment at the “vile hatred and intolerance” directed at the models featured in the ad, which garnered over 160 million views on X.

Roger Martin, Strategy Expert. Roger Martin, former Dean of Rotman School of Management, didn’t mince words. He called the campaign “marketing malpractice,” suggesting Jaguar should have launched a new brand for EVs instead of alienating its loyalists.

Our Take

Jaguar’s rebrand was a masterclass in how to alienate your base. They tried to be a luxury disruptor but forgot the product. You can’t sell a car by hiding it. The backlash wasn’t just about aesthetics; it was about abandoning heritage. Jaguar’s identity crisis is a warning: innovation must respect legacy.

3 Action Items for Jaguar

  1. Bring back the Iconic Cat: Bring back the Jaguar’s symbol by integrating it into the newcomers, making it traditional and modern.
  2. More Campaigns: Showcase the vehicles in marketing campaigns, movies, TV shows, and in other advertisements. Highlight their performance and electric capabilities, reminding people what Jaguar actually stands for.
  3. Engage with Loyal Customers: Host events and private gatherings for long-time Jaguar enthusiasts. Integrate their insights into shaping future designs and features.

In conclusion, Jaguar tried to delete the ordinary. Instead, they deleted themselves. Time to reboot.

Written by Lusine Sargsyan

Ever Wondered How a Product Would Fit You Before Buying? AR Is Here to Help!

Imagine trying new clothes or replacing the kitchen furniture without leaving your house! That’s not a joke. The retail industry is being revolutionized by AR shopping. 

Expert Takes

Google’s Personalized Virtual Try-On. At its recent I/O conference, Google unveiled a revamped virtual try-on feature. Users can now upload their own photos to see how clothes fit them personally, moving beyond generic models. This enhancement aims to reduce return rates and boost shopper confidence. Wikipedia+10The Times of India+10Axios+10AxiosReal Simple

Indestry’s AI-Powered Vyu Try-On Mirror. Los Angeles-based Indestry introduced the Vyu Try-On Mirror, an AR mirror that scans users’ skeletal points to superimpose clothing in real-time. Set to appear in public spaces like subways and bus stops, it offers a quick and private way to try on clothes virtually. The US Sun

Our Take

AR shopping isn’t a gimmick; it’s a game-changer. Brands like IKEA and Sephora are already leveraging AR to let customers visualize products in their own spaces or on themselves, reducing uncertainty and returns.

3 Action Items

  1. Integrate AR into Your Online Store. Utilize platforms like Shopify’s AR tools to allow customers to visualize products in their environment. Enhance the engagement of your brand by utilizing AR platforms, which will make the brand more personalized, which consumers love. 
  2. Develop an AR App for In-Store Experience. Utilize AR tools in offline shops too, making consumers’ jobs easier and more convenient.
  3. Collaborate with AR Technology Providers. By partnering with AR companies, make the tool as tailored to your product as possible.

AR shopping is no longer the future—it’s the present. Embracing this technology can elevate customer experience, reduce returns, and set your brand apart in a competitive market.



Written by Natalie Manvelyan

Pinterest as a Power Player in E-Commerce

While TikTok is full of trendy dances and Instagram is focused on influencers, Pinterest quietly built a shopping empire. In 2025, it’s not just a mood board, but it’s a huge marketplace.

Expert Insights

Pinterest’s Strategic E-Commerce Evolution. Pinterest has transformed into a visual discovery platform, integrating AI-powered tools like the “Lens” feature for visual search, and expanding shoppable features through partnerships with retailers like Amazon. These innovations have solidified its position in the $550 billion digital advertising market, driving sustainable revenue growth and reinforcing its influence in e-commerce and advertising innovation. Inspirepreneur

Pinterest’s Financial Growth and User Engagement. In the first quarter of 2025, Pinterest reported a 16% year-over-year revenue increase, reaching $855 million, and a 10% rise in global monthly active users, totaling 570 million. This growth is attributed to enhanced e-commerce features and strategic partnerships, highlighting Pinterest’s expanding role in the digital commerce landscape. Pinterest Investor Relations+1Investor’s Business Daily+1

Our Take

Pinterest isn’t chasing trends—it’s setting them. By focusing on user intent and seamless shopping experiences, it’s become a powerhouse for e-commerce. Brands that understand this shift are reaping the rewards. Pinterest+7Klaviyo+7Pinterest+7

3 Action Items to Leverage Pinterest’s E-Commerce Potential

  1. Visual Reach Optimization. Ensure your product images are high-quality and keyword-rich to enhance discoverability through Pinterest’s visual search tools. Utilize the “Lens” feature to allow users to find your products through real-world images. Inspirepreneur
  2. Integrate Shoppable Features. Set up shoppable Pins and connect your product catalog to Pinterest. This will allow the users to purchase directly from your Pins. Financial Times+15Agital+15Klaviyo+15
  3.  Review the Pinterest Analytics. Regularly review Pinterest Analytics to understand which content works with your audience later to put that into a strategy and implement them. Klaviyo

Pinterest’s quiet ascent in e-commerce is a testament to its strategic innovation. By aligning with user intent and enhancing.

Written by Vanessa Manvelyan



Why are Community-Driven Brands Winning in 2025

Community is no longer a concept. It has become the winning business model for success.

In 2025, brands that build with their audience—not just for them—are dominating. The old playbook of ads and influencers is fading. Now, it’s about shared values, real conversations, and turning customers into collaborators.

Expert Insights

Gen Z’s Loyalty Lies in Community. According to the 2025 Sprout Social Index, 92% of Gen Z consumers agree that the community surrounding a brand impacts how they feel about the company. Moreover, 83% say being part of a brand group makes them more likely to trust the brand—19% higher than other generations. This shift indicates that Gen Z’s purchasing decisions are heavily influenced by authentic community engagement rather than traditional advertising. Popular Pays

Community-Led Growth as a Strategic Imperative. A report from Knowledge Hub Media emphasizes that community-led growth isn’t a trend but a long-term shift in how brands build trust and value. In 2025, the most successful marketers aren’t just shouting louder—they’re listening better and building communities that market for them. This approach transforms customers into active participants and advocates, fostering deeper brand loyalty. Knowledge Hub+1LinkedIn+1

Our Take

Community isn’t a marketing channel—it’s the foundation. Brands that listen, co-create, and empower their audiences are not just surviving; they’re thriving. In an era where consumers crave authenticity and connection, community-driven strategies are the key to sustainable growth.

3 Action Items to Build a Community-Driven Brand

  1. Private Community Platform Launch. Create a space for your audience to connect, share, and collaborate, similar to Discord or Circle.so, which offer customizable environments where members can be involved  in discussions, provide feedback, and feel a sense of belonging. Having this kind of platform will foster a sense of loyalty.
  2. Implement a Community Ambassador Program. Find customers, who would like to become brand ambassadors. Provide them with exclusive content, early access to products, and opportunities to host events or webinars. This action would lead organic rise in the company by  peer-to-peer recommendations.Social++4We Are Social USA+4Zelos+4
  3. Integrate Community Feedback into Product Development. Involvement of the community in the  product development process, will ensure the relevancy of the product and people who need that.

In 2025, brands that prioritize community are not just building audiences—they’re cultivating ecosystems of engaged, loyal advocates. Embrace community-driven strategies to stay relevant and foster lasting connections.

Written by Vanessa Manvelyan

Coca-Cola melts the hearts of Gen Z

Coca-Cola aims to have Gen Z’s attention by collaborating with trending influencers. 

Coca-Cola is revamping its marketing strategy to connect with Gen Z, a demographic that values authenticity, personalization, and digital engagement. By partnering with creators and reimagining its iconic campaigns, Coca-Cola aims to foster deeper connections with younger audiences.

Expert Insights

Islam ElDessouky, Coca-Cola’s Global VP of Creative, emphasizes the brand’s commitment to personalization and connection. The relaunched “Share a Coke” campaign now includes digital experiences like the “Memory Maker,” allowing users to create personalized videos and memes. This initiative seeks to resonate with Gen Z’s desire for authentic and shareable content .(Adweek, New York Post)

Sue Lynne Cha, Vice President of Marketing at Coca-Cola North America, highlights the integration of digital tools in the campaign. Features like on-pack QR codes lead to a digital hub where consumers can customize packaging and access interactive experiences, aligning with Gen Z’s digital-first preferences .(DesignRush, New York Post)

Our Take

Coca-Cola’s strategy reflects a broader shift in marketing—moving from traditional advertising to interactive, consumer-driven experiences. By leveraging digital tools and creator partnerships, the brand is not just selling a product but inviting consumers into a shared narrative. This approach aligns with Gen Z’s expectations for authenticity and engagement.(Krows Digital)

3 Action Items

  1. Integrate Personalization Features: Coca-Cola, incorporating customizable packaging or digital experiences, will let the consumers feel a personal connection with the brand. (The US Sun)
  2. Collaborate with Micro-Influencers: Partnerships with creators who have a strong connection with their audience can enhance brand credibility and reach within specific targets.
  3. Turn Customers into Collaborators: Build an invite-only platform where Gen Z can get early access to try new flavors, and suggest new product ideas.

In conclusion, Coca-Cola’s reimagined marketing efforts demonstrate the importance of personalization, digital engagement, and authentic storytelling in connecting with Gen Z consumers. By embracing these strategies, brands can build meaningful relationships with younger audiences.(DesignRush)

Written by Natalie Manvelyan

It’s time to shop directly from YouTube Shorts!

You can now make a profit via YouTube shorts! Viewers can now tap and buy without leaving the app.(Statusphere Blog)

Expert Insights

Aisha Malik from TechCrunch reports that YouTube is testing shopping features in Shorts, allowing creators to tag products from their own stores. Viewers in select countries can see these tags and shop directly through the Shorts interface. This initiative aims to broaden YouTube’s revenue streams amid a challenging advertising market .(TechCrunch)

The Sharelo Blog highlights the growing trend of shoppable videos, noting that interactive content like YouTube’s shoppable Shorts can significantly boost engagement and conversion rates. By embedding product links directly within videos, creators can offer a seamless shopping experience that keeps viewers engaged .(Sharelo, Firework)

Our Take

YouTube’s integration of shoppable features into Shorts is a strategic move to enhance the platform’s e-commerce capabilities. By allowing creators to tag products directly in their content, YouTube not only provides a new revenue stream for creators but also offers a more interactive experience for viewers. This development positions YouTube as a formidable player in the social commerce space, competing with platforms like TikTok and Instagram.(Statusphere Blog)

3 Action Items

  1. Enable YouTube Shopping: As a creator, connect your store to YouTube and make them shoppable for the viewers .(blog.youtube, Google Help)
  2. Optimize Product Tagging: Include visuals to better demonstrate your products in Shorts to enhance viewer engagement and conversion rates.
  3. Apply Statistics: Regularly review your Shopping analytics in YouTube Studio to understand which products are selling well and modify your content strategy based on the analytics.(Google Help)

In summary, YouTube’s shoppable Shorts feature offers creators a new avenue for monetization and provides viewers with a seamless shopping experience. By embracing this feature, creators can enhance their content’s interactivity and drive sales directly through their videos.(Statusphere Blog)

Written by Natalie Manvelyan

Meta’s new AI-Powered Ad Targeting levels up the opportunities for Small Business

Meta just invented a revolutionary tool for small businesses to thrive. With AI-driven ad targeting, even the tiniest shop can now play in the big leagues.

Expert Insights

Jackie Navarrete, writing for GetVMS, highlights Meta’s new AI tools that simplify influencer marketing for small businesses. These tools include AI-enabled creator discovery, personalized content recommendations, and improved branded content analytics. Such features aim to make Instagram a more effective marketing platform for small-to-midsize businesses .(Velocity Merchant Services)

Mark Zuckerberg, in a conversation with Stratechery’s Ben Thompson, outlined a vision where businesses provide Meta with their advertising objectives and budget, and Meta’s AI handles the rest—creative content, targeting, measurement, and customer transactions. This “infinite creative” approach could streamline advertising for small businesses .(The Verge)

Our Take

Meta’s AI tools are a game-changer for small businesses. By automating ad creation and targeting, they lower the barrier to entry, allowing businesses without extensive marketing teams to compete effectively. However, reliance on AI also means businesses must trust Meta’s algorithms to represent their brand accurately.(Velocity Merchant Services)

3 Action Items

  1. Benefit from Meta’s AI Tools: Use Meta’s Advantage+ and AI-driven features to create ads without needing advanced marketing expertise.(Flyte)
  2. Discover and Connect with Creators: Increase the reach and engagement of the brand by collaborating with influencers found with the help of Meta’s AI tools.(Velocity Merchant Services)
  3. Monitor and Adjust: Regularly review ad performance metrics provided by Meta to ensure the AI is meeting your business goals, and make adjustments as necessary.

In conclusion, Meta’s AI-powered ad targeting offers small businesses unprecedented opportunities to reach their audiences effectively. By embracing these tools, businesses can enhance their marketing efforts and compete on a larger scale.