The Marketer’s Storybook: Owls in Aisles, Wrapped Fatigue, and New Rules for ‘Real’
This week’s issue is a tour of how brands win by matching story to setting. Duolingo turns a mascot into retail theater in Tokyo. LinkedIn rides the Wrapped wave and discovers the emotional risk of year-end scorecards. Instagram signals a shift from polished feeds to raw signals in an AI-saturated world. Louis Vuitton proves how a 130-year-old monogram stays alive through reinvention, while McDonald’s shows why speed and timing beat polish on New Year’s Day. From squirrels stealing snacks to telecoms tackling screen time, the common thread is narrative craft tied to distribution, proof, and moment. Let’s dive in!
This Week’s Marketing Stories
1) Duolingo opens a convenience store in Tokyo, so you can grab-and-go more of the owl
Duolingo launched DUOMART, a Shibuya pop-up running December 18–30 that mimics a classic konbini to manifest the brand’s “anytime, anywhere” learning promise in the physical world. The space stocks character-led merch anchored by Duo, Lily, and Oscar, with the full product list held back for in-market reveals and the exact address seeded via posters on December 5. This is retail as media: location, scarcity, and local culture cues turn a store into a content engine for global shareability. It also extends Duolingo’s mascot strategy from push notifications to IRL fandom, without needing a permanent footprint.
Storytelling framework to steal: Mascot as World. Make the character the tour guide, not just the logo. Design one IRL ritual per market. Amplify with in-store moments packaged for social.
Key Takeaway: Treat pop-ups as story worlds with rules, reveals, and receipts. When place and premise align, retail becomes reach. Read more
2) Even LinkedIn has hopped on the Spotify Wrapped train
LinkedIn launched its first Year in Review, packaging personal usage stats, connection history, and engagement into shareable tiles. Power users flocked to post their “top 5%” badges while many job seekers voiced frustration as the recap surfaced a tough market and painful metrics. Timing intersected with macro headwinds, highlighting the emotional risk of public scorecards in a year with higher unemployment and more applicants per role. Strategically, the feature fuels feed velocity and identity signaling, but it can also amplify anxiety if the narrative lacks sensitivity controls.
Storytelling framework to steal: Personal Proof, With Guardrails. Give users a shareable artifact, but let them curate what shows. Add contextual copy for tough outcomes. Offer a next step that helps, not just hypes.
Key Takeaway: Scorecards drive sharing when they celebrate progress and preserve dignity. Design for both. Read more
3) Instagram’s head says the aesthetic that made Instagram popular is dead
Adam Mosseri told creators to expect a “more raw aesthetic” as AI floods feeds with flawless synthetic content. The polished grid era has been fading for years, with real life now happening in DMs, Stories, and candid moments that feel unproduced. Instagram plans clearer AI labeling, provenance tools, and better creative controls so human posts can compete in feeds filled with generated media. The strategic signal for brands: authenticity cues, context, and “messy” formats will earn more trust than studio-slick. Shift budgets toward native capture, behind-the-scenes access, and proofs of real-world presence. Track saves, replies, and shares from non-followers as leading indicators of “feels real” resonance.
Storytelling framework to steal: Proof-of-Life. Show process, not just product. Use ambient imperfection as a credibility signal. Tag origin and people to anchor “real.”
Key Takeaway: In an AI-everywhere world, the advantage moves to unmistakably human stories. Calibrate for sincerity and specificity. Read more
4) KIND Snacks Canada reimburses victims of squirrel theft
KIND turned a universal nuisance into a punchline with “Squirrel Insurance” at Toronto’s Trinity Bellwoods Park. Brand reps filed faux claims for stolen snacks and paid out in bars, capturing UGC-ready anecdotes and distributing 3,960 samples in a day. The activation laddered to a broader nut-forward equity message while growing the Instagram following 83.2% in August. The craft move was sequencing: tease locally, stage the stunt, then publish claims and stories to extend the arc.
Storytelling framework to steal: Small Truth, Big Smile Find a harmless pain point everyone knows. Solve it delightfully in public. Package the proof for feeds.
Key Takeaway: Tiny IRL jokes can punch above their weight when they resolve a relatable truth and produce portable receipts. Read more
5) Louis Vuitton traces the Monogram’s evolution at 130
Ahead of a January 1 anniversary collection, Louis Vuitton released a short film retelling how Georges Vuitton’s 1896 all-over pattern fought counterfeits and became a global code. The narrative charts key pivots from early color variants, to the 1959 softer canvas that unlocked handbags, paparazzi-era visibility, and contemporary artist collaborations with Kusama and Murakami. The film positions the Monogram as a platform, conditioning audiences for fresh reinterpretations. Strategically, this builds consent for experimentation while reinforcing provenance.
Storytelling framework to steal: Heritage as Operating System. Tell origin stories as a mix of journey and problems solved. Mark the upgrades that unlocked new use. Invite the audience to the next version.
Key Takeaway: Legacy earns the right to re-invent when you show the through-line from function to fashion to future. Read more
6) McDonald’s UK captures New Year’s morning in real doorways
Leo Burnett UK launched a rapid response New Year’s Day OOH campaign showing real, bleary customers accepting McDonald’s breakfast deliveries at their doors. Shot by Dan Burn-Forti, the work ran January 1 only with the line “Happy New Year to you, too,” trading polish for perfect timing. The idea wins because it meets a predictable need window and documents reality rather than staging aspiration. Operationally, the team prioritized speed, location, and media booking to catch the morning hangover peak.
Storytelling framework to steal: Moment > Makeup. Pick the exact occasions where your product solves a problem. Plan for what you can but create asset libraries and storylines that allow you to be nimble in the moment. Book media to match the window.
Key Takeaway: When timing is the insight, ship fast and true. Relevance outruns craft when the clock is the story. Read more
7) Pringles revives “Once You Pop” with an unhinged twist for Gen Z
Pringles brings back its 1996 earworm as “Once You Pop, The Pop Don’t Stop,” opening with “Duck King,” a 30-second fever dream where duck-lip chips crown a new flock leader. The campaign bridges recognition for older audiences with absurdist energy tuned to Gen Z feeds. Ipsos reports 69% still recognize the line and 51% associate it with Pringles, giving the brand permission to remix without confusion. The strategy pairs a functional truth with share-worthy weird, aiming to restart memetic behavior around the can ritual.
Storytelling framework to steal: Legacy Hook, Modern Chaos. Start with a line people know. Turn the visual world up to eleven. Keep the product act intact.
Key Takeaway: Nostalgia converts when you respect the memory and update the medium. Let the line lead the leap. Read more
8) Proximus’ screen-time game-changer
Belgian telco Proximus launched “Hide and Seek,” a playful film by AKQA and director Nitram that dares teens to switch off and go outside. The storyline features kids “hiding” by diving into manholes and bushes when “turn off your phone” is announced, using practical effects and character humor. It reframes a nagging message as a game mechanic, making less screen time feel like a social challenge rather than a moral lecture. For a connectivity brand, advocating for disconnection works because it builds trust and positions the network as pro-wellbeing.
Storytelling framework to steal: Flip the Expected. Say the opposite of what a brand like yours “should” say. Encode it as a game. Reward participation over perfection.
Key Takeaway: Sometimes the most persuasive message is the one that surrenders a short-term KPI to win long-term trust. Read more
9) Dame gives misogyny the finger and funds women’s sport
After a crypto meme group threw sex toys onto WNBA courts, Dame responded with “The Championship Fin,” a vibrating ring whose proceeds go to the Angel C. Reese Foundation, which is dedicated to fostering equity for girls and underrepresented groups. The campaign hijacks search for the meme coin, replaces it with the product page, and equips buyers with shareable tiles to flip the narrative. It’s a fast turn from harassment into solidarity, wrapping commerce, cause, and culture into one move. The creative works because it reframes shame as agency and routes outrage into action.
Storytelling framework to steal: Redirect the Energy. Name the bad behavior. Offer a clever soltuon. Give people assets to carry the message.
Key Takeaway: Culture judo beats culture war. Turn the stunt against itself and measure impact in dollars moved, not just posts made. Read more
10) SHELTER challenges the meaning of home with “Our House is Not a Home”
SHELTER and DUDE London re-score Madness’s “Our House” with stark visuals of families stuck in damp, cramped temporary accommodation. The film preserves the original lyrics while the images invert their optimism, creating an emotional punch between words and reality featured. Supported by HSBC UK, the campaign spans TV, online video, and social to raise donations and reframe how the public perceives “temporary.”
Storytelling framework to steal: Familiar Song, Unfamiliar Truth. Borrow a loved cultural asset. Keep it intact. Change only the pictures to force a fresh look at the issue.
Key Takeaway: Familiar opens the door; honesty moves the heart and the hand. Read more
My Stories
2025: A Defining Year for Trust, Leadership & Global Storytelling
A professional recap of the year that sharpened my perspectives on trust and authenticity in marketing, crisis storytelling and the creator industry, plus and what stepping into a new role taught me about responsibility at scale. Plus: key moments from SXSW London, Meta’s AI Summit, and the growth of The Marketer’s Storybook with the principles I’m carrying into 2026. Read more
2025: A Year of Yes, Joy & Becoming — Travel, Traditions & the Magic in Between
My personal recap from a year that started with the No Pants Tube Ride and turned into a masterclass in saying yes to playful London moments, timeless traditions, and quiet trips that felt restorative (Margate, Ridgeview Winery, Boston/NYC, Stockholm). From Chelsea in Bloom to Wimbledon, Halloween at Kew, and to a sun-soaked day at Royal Ascot, it was less about miles and more about meaning: presence, celebration, and the kind of joy you notice, not stage. I wrapped 2025 grateful for 100k+ blog views and a community that keeps showing up. Read more
Stockholm Vlog: Film Festival Night, City Strolls & A Glam Hair Upgrade
A whirlwind work trip to Stockholm turned into a perfect mash-up of film, product demos, and frost-lit sightseeing. We hosted a SharkNinja event at the historic Bio Skandia for the Stockholm International Film Festival, where we previewed Shark and Ninja products, plus watched The Smashing Machine from the Royal Box after a live Q&A with the director. The next day I squeezed in a brisk loop around the city from Sergels Torg and Kungsträdgården to the Riksdag, the Royal Palace, and Gamla Stan.
Unlock More of My Stories
🌍 Website: JessicaGioglio.com Your one-stop shop for all my books, speaking engagements, and blog posts on marketing and storytelling.
📚 Books:
- The Power of Visual Storytelling: Learn how to shape a visual story around your brand using images, videos, GIFs, infographics, and more. Get your copy here.
- The Laws of Brand Storytelling: The definitive guide to using storytelling to win over customers’ hearts, minds, and loyalty. Grab it here.
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Until Next Time
Thank you for being part of this journey. Whether you’re here for marketing trends, storytelling inspiration, or both, I’m so grateful to have you along for the ride.
Keep telling the stories that matter, Jessica