The Marketer’s Storybook: Scroll Less, Snack More – Where Gen Z, AI & Retro Tech Collide
From $10,000 Cheetos to Diet Coke “fridge cigarettes” and a Gen Z BlackBerry revival, this week’s stories prove that culture moves fastest where cravings meet creativity. Meanwhile, Dove goes all-in on creator-led campaigns, Midjourney lands in Disney’s legal crosshairs, and KitKat dares you to put your phone down – literally.
This Week’s Lineup:
- Cheetos offers $10K for rare snack shapes in a shape-spotting social campaign
- Disney and Comcast sue Midjourney for alleged AI copyright infringement
- Dove’s creator-led #ShareTheFirst campaign defines Unilever’s social-first pivot
- KitKat rewards Gen Z with chocolate for reducing screen time
- Lowe’s launches creator network featuring MrBeast to reach younger DIYers
- Oura flips the fitness script with an aging-positive, finger-pointing campaign
- Creator content overtakes traditional media in global ad revenue
- Gen Z revives the BlackBerry as digital detox culture grows
- TUI and Airbnb clash over who’s really to blame for overtourism
- Diet Coke becomes the “fridge cigarette” in TikTok’s latest viral metaphor
This Week’s Marketing Stories
A curated mix of breaking news, insights, and trends, each with actionable takeaways to inspire your brand storytelling.
1. Cheetos Pays $10K for Cheetos That Look Like… Anything
Cheetos is serving up a summer campaign that’s part snack, part scavenger hunt – and fully TikTok-native. Its new Shape Hunt Madness contest invites fans to scour their bags for oddly shaped Cheetos, with $10,000 weekly prizes on offer for the wildest finds. The kickoff spot is pure absurdist fun: a man in therapy sees Cheetos in every Rorschach blot until Chester Cheetah bursts in to confirm the hallucination is worth real money.
To turn up the chaos, Cheetos tapped illusionist Zach King to fuel virality and looped in TikTok Shop to convert attention into action with shoppable bundles. With multiple entry windows and creator-driven buzz, it’s a campaign engineered for repeat engagement and maximum scroll-stopping power.
Key Takeaway: Cheetos nails the formula for Gen Z brand love: absurd humor, interactive storytelling, creator partnerships, and a real chance to win. It’s not just a contest, it’s a cultural moment built on behavior (snacking), not just media spend. For CMOs, this is a reminder that product-first ideas, when paired with smart social integration and incentive mechanics, can punch way above their weight. Read more
2. Disney & Comcast Declare War on AI Image Theft
Disney and Comcast have filed a blockbuster lawsuit against Midjourney, accusing the AI image generator of copyright infringement for using protected characters like Darth Vader, Shrek, and The Simpsons without permission. The suit demands $150,000 per infringement and squarely positions unauthorized AI training as digital piracy. It’s the latest (and loudest) move from legacy media pushing back on generative AI’s legal gray zones.
Midjourney, which rose to fame for viral AI images like the Pope in a puffer coat, is now facing two of the most powerful content owners in the world. While Disney experiments with AI in-house, like recreating Darth Vader’s voice for Fortnite, it’s drawing a hard line between use and misuse.
Key Takeaway: The message for brands is clear: if you’re using generative AI, IP compliance isn’t optional. Expect more legal landmines ahead as content owners defend their assets and redefine fair use. AI can be a creative accelerant, but companies and especially marketers and creatives must build guardrails before building campaigns. Read more
3. Dove Goes All-In on Creators With #ShareTheFirst
Dove just launched its first fully creator-led campaign – no studios, no scripted production, just real people telling real stories. The campaign, #ShareTheFirst, is a strategic proof point for Unilever’s bold shift: moving 50% of global ad spend to social and working with 20x more influencers under new CEO Fernando Fernandez. With more than 100 creators across 14 markets, the effort is fast, decentralized, and deeply personal — a model that could redefine how legacy brands build trust at scale.
What makes it different? Creators didn’t just amplify the campaign, they were the campaign. From insight development to tone of voice and final content, it was all community-generated. And it worked: some markets went live in 48 hours. A London station takeover mimicked a scrolling camera roll of first-time memories, and the brand is already seeing richer engagement by handing over creative reins to its long-term influencer partners.
Key Takeaway: Dove is proving that social-led doesn’t mean superficial. By moving from creator-as-channel to creator-as-co-creator, they’re speeding up production cycles, deepening relevance, and reinforcing long-term brand purpose. Companies looking to scale authenticity in the age of fragmented media should watch this closely. Read more
4. KitKat Turns Screen Time Into Snack Time
KitKat Canada is challenging Gen Z to “break better” by trading screen time for chocolate. In a clever twist on its iconic slogan, the brand launched a campaign that rewards young consumers for lowering their weekly phone use. For every 1% drop in screen time, participants earn a finger of a KitKat bar (up to four), with rewards delivered straight to their door. It’s part accountability, part limited-edition drop – all designed to feel fun, not preachy.
What’s smart is the insight behind it: 95% of Gen Z scroll during breaks, so KitKat isn’t telling them to stop, it’s inviting them to pause more meaningfully. The campaign is creator-fueled, with micro-influencers documenting their efforts to unplug. Also clever, the execution is frictionless (just post a Story), and it builds on the brand’s emerging visual language, where phones are literally replaced with chocolate bars.
Key Takeaway: KitKat is showing how legacy brands can adapt timeless positioning (“Have a break”) for a generation overwhelmed by digital noise. It’s not just a stunt, it’s behavioral storytelling done right. The reward isn’t just chocolate. It’s a dopamine hit with brand equity baked in. Read more
5. Lowe’s Builds a Creator Network – And a Beast-Sized Partnership
Lowe’s is doubling down on creator-led commerce with the launch of the first home improvement creator network and a headline partnership with YouTube giant MrBeast. More than 17,000 creators have already joined the program, which offers access to customizable storefronts, commissions, training, and project sponsorships. MrBeast, meanwhile, will feature Lowe’s as the exclusive building partner of his Amazon Prime show “Beast Games,” with a branded storefront to match.
This is more than influencer marketing. Lowe’s is positioning creators as small businesses, giving them tools to tell real stories and complete real projects. The long game? Convert Gen Z and millennial DIY-ers into loyal Lowe’s customers by showing up in their feed and their renovation plans.
Key Takeaway: Creator partnerships aren’t just media buys – they’re infrastructure. Lowe’s looks like they are taking a page from the Amazon influencer playbook with custom storefronts for creators. With this investment, Lowe’s is playing the long game, bridging retail media, community, and cultural capital through a creator network that builds brand equity (and literal buildings). Read more
6. Oura Wants You to “Give Them the Finger” – Literally
Oura is flipping the script on fitness clichés with a bold new brand campaign inviting consumers to “Give Us the Finger.” But this isn’t about rebellion – it’s about longevity. Featuring older, vibrant individuals in real-life vignettes, the ad sidesteps the usual Gen Z gym tropes and reframes health as vitality at every stage of life. Created with indie agency Nice&Frank, the campaign is backed by a sharp insight: younger generations fear aging. Oura’s message? “Live Fast, Die Old” and let the Oura Ring guide the way.
With linear TV, OOH takeovers, and experiential activations, the campaign champions intention over intensity. Visually, it breaks from formula with a seamless push-in transition through nine diverse scenes, from tango dancers to viral street ballers, each ending with a proud flash of the ring. The result? A strong brand story that’s equal parts heartfelt and inspiring.
Key Takeaway: Longevity is the new luxury – and brands that redefine health for all ages will own this cultural whitespace. When I first saw the campaign with the “Give us the finger” CTA, I thought the campaign might be more bold, given the connotation of that phrase. However, the campaign is actually quite wholesome, using sensational language to reframe our mindset around aging as something to aspire to. Read more
7. Creators Officially Overtake Traditional Media in Ad Revenue
For the first time ever, content from social media creators is expected to generate more ad revenue than professionally produced content from TV networks, newspapers, and movie studios. According to WPP Media, over half of content-driven advertising in 2025 will flow to platforms like YouTube, TikTok, and Instagram, driven by the exponential growth of creator-led material and the personalized media diets of digital-first consumers.
Creator ad revenue is projected to grow 20% this year and more than double to $376.6B by 2030. That’s not just a media trend, it’s a tectonic shift in how brands reach audiences. As consumers increasingly align with creators’ values and perspectives, purchase decisions are becoming extensions of identity and belief systems, something polished, regulated media has struggled to match.
Key Takeaway: This is a wake-up call for brand leaders: creators aren’t a “channel,” they’re the future of media. The next wave of brand storytelling won’t be distributed on creator platforms, it will be built with creators at the core. CMOs must rethink budgets, partnerships, and measurement to lead in this new era. Read more
8. Gen Z Declares the BlackBerry “Peak Tech”
Wait, what!? Yes, you read this headline correctly. In a nostalgic twist, Gen Z is bringing back the BlackBerry – yes, that BlackBerry. TikTok is ablaze with unboxings of secondhand devices, BBM status updates, and emotional reunions with the classic QWERTY keyboard. With over 125,000 posts under #blackberry and some videos clocking millions of views, the once-obsolete smartphone has become a symbol of digital detox, aesthetic rebellion, and a longing for tactile tech.
Dubbed “Digital Detox Summer,” the movement is part of a wider trend where Gen Z is rejecting the infinite scroll of smartphones for analog alternatives, from flip phones, MP3 players, and now, BlackBerrys. Whether they’re chasing vintage vibes, fewer notifications, or just Brick Breaker nostalgia, the shift is real and brand attention is following fast.
Key Takeaway: This is more than just a quirky throwback. Gen Z’s BlackBerry revival is a signal that younger consumers are craving boundaries, intention, and a break from hyper-connected chaos. We leveraged this trend a lot when I was at Nokia working in marketing for the reboot of our consumer electronics business. Our Nokia phones licensee HMD Global made flip phones cool again with Gen Z (and number one in many markets!) as a result of the interest from Gen Z and other younger generations. Smart brands should pay attention, not just to the retro aesthetics, but to the emotional drivers behind them. Read more
9. TUI and Airbnb Battle Over Blame for Overtourism
The fight over who’s fueling overtourism is heating up. In a rare public callout, travel giant TUI fired back at Airbnb, rejecting claims that hotels are to blame for overcrowded destinations. Instead, TUI pointed the finger at short-term rental platforms, which local governments across Europe are now regulating more aggressively, from banning new Airbnb licenses in Athens to removing tens of thousands of listings in Spain.
At the heart of this dispute: a surge in tourist complaints about housing shortages, rising rents, and poor tourist behavior in cities like Barcelona, Venice, and Amsterdam. Airbnb says it’s a scapegoat. TUI says it’s simple math – hotels are regulated; short-term lets aren’t. And with short-term rental stays up 8% last year (versus 4% for hotels), the numbers are telling their own story.
Key Takeaway: I’m not taking a side here – I see the points of both Airbnb and TUI, and as a travel creator that has also worked in the travel industry for TripAdvisor, I believe that we need to shape a world that welcomes both hotels and vacation rentals, while not pushing out the locals with sharp rents and lack of housing (we see this happening in London too sadly).
In any industry, commenting on hot button issues will invite more questions – and potentially criticism. This is where it’s important to arm all of your customer, industry, news media, and government relations facing employees with robust reactive Q&As where the internal and external narrative are consistent. Make sure to scenario and follow-up question plan to ensure your teams are set up for success. Read more
10. Diet Coke’s ‘Fridge Cigarette’ Trend Isn’t an Ad – But It’s a Brand Dream
The latest Gen Z trend has nothing to do with an official campaign, but everything to do with brand power. On TikTok, the “fridge cigarette” is the new midday ritual: a perfectly chilled Diet Coke that hits like a smoke break (without the actual smoking). Coined by creator @reallyrachelreno and now embraced by millions, the phrase encapsulates the crisp, nostalgic satisfaction of cracking open a cold can when you need a little relief from the day.
What’s remarkable? Coca-Cola didn’t engineer this moment. The brand simply stayed consistent on taste, nostalgia, and availability while Gen Z culture did the rest. While prebiotic sodas and wellness waters flood the market, it’s the unpretentious “crispy ciggy” that wins hearts and fridge real estate.
Key Takeaway: When consumers reframe your product as an emotional ritual, you’ve struck cultural gold. For many more conservative brands, the idea of being compared to a cigarette would be horrifying – which is why it’s always important to understand the context and nuance of these trends. Coca-Cola didn’t manufacture the “fridge cigarette,” but it’s benefiting from a generation using Diet Coke as a low-stakes indulgence and identity signal.
For marketers, the lesson is clear: invest in brand equity and let culture write the punchlines. Oh, and yet another opportunity for me to get on my soapbox and remind you to listen to your customers – how they use your product, trends, UGC content they are creating, and more. Rachel, the customer that made this trend go viral on TikTok, didn’t have a big following – and this video now has 3.7 MILLION views and counting. Oh, the gems you will unearth if you invest in social listening! Read more
My Stories
Don’t Be a One-Hit Storyteller – Microsoft Advertising Keynote
One bold campaign might earn a headline but sustainable brand relevance comes from consistent, layered storytelling. That’s where macro and micro storytelling matters.
Your macro story is the big-picture narrative: your purpose, origin, or reason for existing. Your micro stories? Those are the daily proof points, moments, people, products, and cultural tie-ins that bring the big story to life. At Dunkin’, our macro was all about fueling life on the go. The micro? Real customer stories, behind-the-scenes innovation, pop culture riffs, and local buzz.
You need both. Macro gives you meaning. Micro builds momentum. I break this down with more examples in my keynote for Microsoft Advertising.
The Future of Challenger Brand Building Is Nimble, Bold & Community-First
Last week I attended the We Are Rival Sessions event in London, where the spotlight was on how challenger brands earn attention and relevance without the luxury of big budgets or bloated teams.
Three key lessons stood out: Here We Flo showed how scrappy partnerships and purpose-led creativity (including a viral TikTok clapback) can build cultural clout. Viren Samani tackled the evolving CMO role, arguing that while the title may be under pressure, the need for strong marketing leadership is growing. And Peanut App reminded us that the best emotional storytelling happens when you co-create with your community not just talk at them.
Full reflections and highlights here: Read more
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
Jessica Gioglio is the co-author of The Laws of Brand Storytelling and The Power of Visual Storytelling. Professionally, Jessica has led innovative marketing and public relations programs for Dunkin’, TripAdvisor, Sprinklr, and more. Today, Jessica is a keynote speaker (book her here) and founder of With Savvy Media & Marketing, a strategic branding, storytelling, and content strategy consultancy.