Soft drinks are in an identity crisis. Health pushes them “lighter.” Globalisation makes them interchangeable. The risk? Becoming bland, background fizz. Irn-Bru leans hard the other way. Its latest campaign revives the iconic “Made in Scotland from Girders” line, pairing it with humour, grit and a mini-sitcom vibe. It’s not a soft drink. It’s an
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Sport marketing loves heroes — saviour figures, mythic arcs, “be the solution.” But for a new generation, that script feels tired. Under Armour’s “Be the Problem” rejects salvation narratives. Featuring elite footballers and Arsenal’s Mikel Arteta, the campaign urges athletes to “spoil the party,” embrace disruption, and thrive in unpredictability. This is cultural reframing. By
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Most football rebrands either fall into cliché or chase fleeting trends. Stripped-back sans-serifs, over-designed badges, lifestyle crossovers that feel forced. In the process, clubs risk eroding what makes them culturally magnetic: heritage that feels alive, not archived. For its 125th anniversary, AFC Ajax partnered with Amsterdam studio Smörgåsbord to reimagine its identity. Rather than inventing
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Every now and then, a campaign comes along that doesn’t just advertise, it teaches. Columbia’s latest work, Engineered For Whatever, is one of those rare cases. It’s bold, entertaining, and culturally savvy, but it’s not just style over substance. The campaign succeeds because it’s built on the core principles of modern brand storytelling, principles that
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