THE WEEKLY SCROLL

COACH LAUNCHES A GEN Z PLATFORM.

Coach has launched a new platform, &Coach, aimed at Gen Z, designed as a space where people can share their own Coach moments and become part of the brand’s storytelling.

The move comes as more luxury brands look for ways to stay culturally relevant beyond traditional campaigns. Coach has been particularly focused on building its connection to culture and younger audiences, and this platform gives consumers a chance to actively participate in the brand’s story rather than simply consume it. To launch the platform, the brand has partnered with names like Charli XCX and Toni Breidinger, who already have strong connections with the audiences Coach is trying to reach.

THE GEICO GECKO JOINS A PODCAST

The Geico Gecko has officially expanded his CV.

In a move that goes beyond traditional advertising, the insurance mascot recently appeared as an AI guest on the “Fudd Around and Find Out podcast”. While humans were still involved behind the scenes, it’s another example of AI creeping into corners of marketing that go far beyond static images and video ads.

Brand mascots have spent decades appearing in TV commercials, and now they’re turning up on podcasts alongside creators and personalities. Expect to see more of this as brands look for new ways to show up where audiences are already spending their time.

VASELINE KEEPS THE MOMENTUM GOING

After the success of last year’s Vaseline Verified campaign, Vaseline is back with Vaseline Originals (OGs), a campaign celebrating the creators whose hacks helped make the brand a social media favourite.

Two creators whose Vaseline beauty hacks went viral were given the opportunity to turn their ideas into actual products (a brow tamer and a jelly highlighter) which sold out in minutes.

What makes this interesting is that Vaseline isn’t just borrowing influence from creators, it’s building products around their ideas. For a brand that’s been around for over 150 years, it’s a pretty good example of how listening to internet culture can keep you feeling relevant.

TURNING MOOD BOARDS INTO PERFUME

Pinterest, Jo Malone, and Estée Lauder have teamed up to answer a question I didn’t know I had: what does my Pinterest board smell like?

The brands have just announced a fragrance scanner that analyses Pinterest boards and recommends Jo Malone scent pairings based on the images users save. So your collection of coastal Italian summers, linen outfits and tomatoes, can now be translated into an actual fragrance wardrobe.

It also makes the jump from inspiration to purchase a lot shorter. Instead of seeing something you like and then trying to find a fragrance that matches it, the recommendation is already waiting for you.

IT’S OFFICIALLY LATE NIGHTS IN THE MIDDLE OF JUNE

Every year, certain songs seem to return to the internet like seasonal decorations.

Right now, TikTok is once again full of clips using the iconic “late nights in the middle of June” lyric from Sweater Weather. There isn’t really a challenge attached to it, or even a specific trend format. People are simply posting because it’s June, the lyric mentions June, and collectively we’ve all agreed it’s time again.

This week was all about participation.

From Coach inviting consumers into its storytelling to Vaseline turning creators into collaborators, everyone seems to be looking for new ways to turn audiences into communities.

The internet might be built on algorithms, but it still runs on people.

See you on next week’s scroll.