Pumpkin spice and everything nice: Capitalizing on seasonal moments
Labor Day has come and gone, and that means fall is officially upon us. Whether it’s the chilly weather or the anticipation of the looming holidays, autumn brings with it a certain “butterflies in your stomach” feeling.
The season kicks off with the long-awaited return of the pumpkin spice latte, which is being rolled out at practically every coffee shop across the country this week. It’s not just coffee; pumpkin spice has trickled its way into pastries, booze, candles, soaps, candy, cereal – even trash bags and dog treats, as CNN points out. You name it, it can be pumpkin spiced.
But pumpkin spice is not immune to backlash, and it’s earned an unfortunate reputation for being “basic.” Despite this, the market is clearly there – Americans spend more than $500 million on pumpkin spice products each year, according to data from Nielsen.
That said, I think Caitlin Covington, lifestyle blogger and posterchild for fall enthusiasts, put it best, telling CNN “I just think there’s something so comforting about those scents and about those flavors.” She’s the icon behind the 2019 “Christian Girl Autumn” meme, by the way.
Takeaways
There’s something to be said about seasonal moments for consumers – pumpkin spice has so much pull, in fact, that Starbucks launched its fall menu early this year just to offset a decline in sales and regain interest in the brand. So why does this work so well?
It has a lot to do with “multi-sensory marketing.” When you think of fall, the first thing that comes to mind is likely the smell of apples, the taste of cinnamon, the warm feeling of your favorite sweater, or the vibrant burgundy of the changing leaves. Businesses tap into this by evoking all five of consumers’ senses, hand delivering them that warm, fuzzy, fall feeling.
And, of course, we always want what we can’t have. All holiday flavors come with the season, that’s only natural, but the fact that pumpkin spice will soon vanish for a whole year is reason enough for customers to stock up. The cycle moves so fast, they may even be looking forward to the next seasonal flavor before the current one is over.
I don’t know about you, but I’m already giddy about a warm peppermint mocha.
me rising out of bed today because it is September 1st pic.twitter.com/kU1zmPWd0a
— hoolie (@lunasofiiaa) September 1, 2021
Duolingo wants to make its green owl mascot ‘as famous as Pikachu’ with its first pop-up store
Duolingo is aiming to elevate its beloved green owl mascot, Duo, to the same level of cultural fame as Pokémon’s Pikachu through its first-ever pop-up store in New York City’s Soho neighborhood. This store offered limited-edition merchandise, such as Duo-inspired Crocs, and interactive experiences like games and photo opportunities, all designed to engage its fanbase. The pop-up required visitors to complete a Duolingo lesson to enter, and rewarded users with higher streaks through exclusive opportunities. This experiential marketing approach is part of Duolingo’s broader strategy to expand its brand presence beyond the digital space. Merchandise sales, which have doubled annually since the launch of Duolingo’s online store, have become an additional revenue stream. Although sales are secondary to brand awareness, Duolingo sees the pop-up as a key step toward making Duo a global icon.
Takeaways
Duolingo’s pop-up store strategy reflects a growing trend where digital-first brands are leveraging physical spaces to deepen consumer engagement and expand brand identity. By turning its app’s mascot, Duo, into a tangible, experiential touchpoint, Duolingo is not only creating new revenue streams but also enhancing brand loyalty and visibility in a highly competitive market. For the marketing industry, this signifies a shift where brand mascots are not just promotional tools but central characters in brand storytelling and consumer interaction. As consumers increasingly seek immersive experiences, especially post-pandemic, such pop-ups serve as powerful brand amplifiers. They also allow brands to tap into new audiences, particularly younger demographics like Gen Z, who value both online and offline interactions. Overall, Duolingo’s approach could inspire other digital brands to explore similar strategies, merging virtual engagement with real-world experiences to create a more holistic brand presence.
@duolingoThe choice is yours at our NYC pop up 🔥 Aug 23-25. SoHo, Manhattan.♬ original sound – andrewhouserart
Google’s antitrust issues continue
Next week, Google goes to trial for its second antitrust case in just the last several weeks. Having already lost their first antitrust case in early August, related to their monopoly over the search market (covered in a previous issue of Soundbites), Google now faces trial for an alleged monopoly related to their Google Ad Manager Suite. This product is used by both publishers to manage and sell their digital ad inventory and by advertisers to manage digital ad buying. The Justice Department alleges Google controls 91% of ad servers (used by publishers to manage digital ad inventory) and 85% of ad networks (how advertisers buy digital ad inventory). Should Google lose this upcoming case, they could potentially face orders from the Federal Government to break up parts of their ad tech business.
Takeaways
These cases, and a potential opening of the floodgates for additional legal action, as evidenced by Yelp’s lawsuit against Google filed last week, could lead to a reshaping of the global advertising industry. Google may be forced to spin off their ad serving and/or ad network into standalone companies.
Any major changes to Google’s ad business could upend how publishers and advertisers manage the buying and selling of digital ads. Both publishers and advertisers may need to seek alternative ad tech solutions, a scenario in which competitors such as The Trade Desk stand to benefit.
While we’re likely many months away from any decisions in the latest antitrust suit, the impacts of the case are going to be felt across the industry. Publishers, agencies and brands should all prepare for scenarios in which Google’s ad tech business, and thus the entire digital ad industry, look entirely different.
How to get ChatGPT to roast your Instagram feed (or offer constructive feedback)
Warning – this trend is not for sensitive souls! A new viral trend has taken over social media where people use ChatGPT or other AI tools to roast their profiles. Popularized on TikTok and Instagram, users either submit links or screenshots of their social media profiles to AI chatbots or specific web pages like My Insta Personality, Roast LinkedIn or Monica. The AI then delivers humorously blunt and eerily accurate roasts that have left many reflecting on their online personas. While it’s all in good fun, it’s hard not to reconsider how you’re showing yourself online after these AI “truth bombs!”
Takeaways
This playful and self-deprecating trend highlights the creativity of using generative AI (GenAI) for the common people as well as its growing integration into pop culture. It’s easy to for end-users to engage with the AI with no major uplift, and who doesn’t love a bit of a personality assessment that you can share with your friends for laughs? Brands can learn from this. While we haven’t seen companies volunteering to have their profiles roasted yet, doing so would be an effective way to jump into the conversation, appearing culturally relevant and fun. Marketers should look to these trends to connect with younger, tech-savvy audiences while keeping their brand tone fun and approachable, on top of strategizing about how they can make use of GenAI or AI/User-generated content to make their next campaign pop online!
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