Did You See That?
Catch up on this week’s latest campaigns, creative moves, and marketing moments you might have missed. From standout collaborations to bold strategies, we’re rounding up everything you need to know to stay in the loop.
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Müller took a swipe at grindset culture with a cheeky new Frijj campaign, Twix got called out for reckless driving humour, and Asahi raised a glass to British pubs ahead of the Women’s Rugby World Cup.
Here’s what caught our eye this week…
Müller Took Aim at Hustle Culture in Frijj’s New Campaign
Müller launched a bold new campaign for its Frijj milkshake brand, turning the lens on Gen Z’s grindset influencers with a healthy dose of satire.
Created by global agency VCCP, the 20-second ad flips the narrative on finance bros, gym guys, and “alpha energy” with an unapologetically playful take. The result?
A tongue-in-cheek spot that repositions Frijj as the antidote to self-serious hustle culture, shaking up the ready-to-drink category with humour and energy.
Twix Ads Pulled After Depicting Reckless Driving
The Advertising Standards Authority banned a series of ads for Mars Wrigley’s Twix after concerns about irresponsible driving behaviour.
Airing in March 2025, the ads showed a man accelerating and crashing through a barrier, flipping his car over another vehicle before speeding off, all to the tagline, “Two is more than one Twix.”
The ASA concluded the visuals glamorised dangerous driving and failed to demonstrate the risks involved.
Asahi Rallied Behind Pubs Ahead of the Women’s Rugby World Cup
Asahi is investing £2 million in a nationwide campaign to support British pubs in the run-up to the Women’s Rugby World Cup, starting this August.
The campaign includes QR-code prizes on glassware, visibility kits for bars, and Fanzo app integrations to drive footfall. Partnerships with SportBible, Hypebeast, and the official tournament podcast will amplify reach and help pubs tap into a growing audience of women’s rugby fans, making it more than just a sponsorship, but a smart, culture-aligned move.
That’s a wrap for this week!
It’s always exciting to see how brands are getting creative and finding new ways to connect with their audiences. From clever storytelling to standout collaborations, these campaigns remind us why marketing is never boring.
We’ll be back next week with more campaigns worth talking about. See you then!
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