In this week’s Our Take, 2-tier gift drops shock stars, Australian kids might get kicked off social media, Greggs goes bling, and horrible proof that society is falling short of fairness.
POT LUCK PR DROPS
Tarte Cosmetics recently sent out a PR drop to a selection of content creators which sparked controversy online due to the big difference in the contents of each drop.
As drops were unveiled online, influencers and fans alike were shocked / highly entertained as they discovered some targets received a $700 Hermès bracelet, whilst others were given a measly $25 necklace, personalised.
Reacting to the pot luck drop, creators accused the brand of ‘picking favourites’ and commenters questioned Tarte’s reasoning. One claim suggested that those who received the Hermes bracelet were known to be frequent supporters of the brand and that the drop contents were based on loyalty and affinity as opposed to follower count.
Regardless of the intention – Tarte were the talk of the town and our marketing spidey-sense is tingling. The 2-tier treatment had all the targeted influencers posting about the brand and featuring the good, the bad and the ugly PR drops.
OZ PUTS A PAUSE ON SOCIAL MEDIA
Australia is considering a digital armageddon for teens—no more social media until you turn 16.
With concerns over mental health, The Aussies are one of the first countries to say enough is enough. Social media has long been linked to rising rates of anxiety and depression in teens.
Australia’s proposed solution? Age verification systems to keep under-16s off social media altogether. Let’s be real though —teens have been lying about their age online since the dawn of the internet. Still, Australia hopes this move will help tackle issues like comparison culture, cyberbullying, and social isolation.
As more countries look to limit social media use amongst younger users, the industry itself is taking steps to ensure that the positive effects of social media outweigh the negative with platforms like Meta introducing teen safety features—such as private accounts, messaging restrictions, and time limits. For teens, though, it could mean fewer viral dances and more real-life conversations. What’s next? Sending them outside to play?
Baked Bling
Greggs meets London Fashion Week. The UK bakery has brought street-style and sausage rolls together once again via a limited-edition jewellery collection.
And it is exactly what you are picturing.
Titled ‘Baked in Gold’ and designed by British artist, Dion Kitson, the collection features iconic pastry-themed accessories such as baguette necklaces and sausage roll earrings, all plated in 22-carat gold.
Naturally, the items sold out almost straight away – I mean, who doesn’t want to go out with a pastry on your ear?
Having already garnered a cult following, the pieces have been popping up on resale sites for ten times their original price. And selling!
It goes without saying that Greggs has gold-plated its reputation as a brand that has earned a place in the hearts (and wrists, necks and ears) of its fans.
Falling short of fair
A new book by British academic Danny Dorling shows that in Britain, more and more kids are growing up in poverty, to such a degree that children are actually getting shorter, due to falling standards of nutrition. It’s a trend that can also be seen in the US, the richest society in the world, although clearly not the fairest.
We take progress for granted. Generation on generation we’re healthier, we live longer, and more comfortable than ever. Scientific progress tames diseases that a few decades ago, would devastate societies and destroy lives. We can be thankful that Irish child poverty levels are falling, but we don’t have to look far to see how fragile progress can be.
This isn’t a story about brands or marketing. But it is a story about society and culture and a reminder of what’s really important.