by Jade Lu

In April, the Magnum Ice Cream Popup Store opened in Soho, blocks away from the Red Peak office, immediately prompting an office outing for ice cream. This seasonal store is based off of a Make-Your-Own model. Customers choose all aspects of their ice cream from the Magnum bar; including flavor, type of chocolate dip, and toppings from over twenty options. Some Red Peak favorites were gold flakes, rose petals, chopped nuts, and pink sea salt. The entire store is designed as an experience – from the moment you walk in, customers are greeted with Instagram-worthy artwork and displays on all walls of the store and are led to the decadent Dipping Bar where they watch their creation being made by the friendly and enthusiastic Magnum staff. 

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This article was originally published on Digiday, written by Tanya Dua. 

Misty Copeland is making ballet so mainstream she’s about to have a Barbie doll in her likeness.

The tie-up with Barbie — part of Barbie’s “Sheroes” program spotlighting women breaking boundaries — is the latest in a string of marketing deals she has struck with big brands like Dr. Pepper and Under Armour. Her inspirational story of overcoming numerous family, professional and health struggles has also been captured in a children’s book, a memoir as well as a documentary. Last year, she was also named as one of Time magazine’s 100 most influential people in the world.

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About.com has introduced its first standalone brand, Verywell, which will compete with WebMD in the online health information space.

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In case there was ANY doubt, coloring books for grownups are in. Even Vogue says so – the fashion magazine is launching a coloring book that features iconic covers from 1912 to 1936. And if you want something more personalized, Color Me Book is a custom coloring book based on your own photos.

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This article was originally published on Digiday, written by Tanya Dua. 

After long dominating the lingerie market, Victoria’s Secret is under pressure.

Last week, it announced 200 job cuts and a corporate restructuring, while also trying to ween itself off reliance on its iconic print catalog in favor of a focus on customer loyalty and social media.

The struggle the brand faces is, in an age of body positivity, it feels distinctly 1990s, while upstart competitors like Adore Me and Negative to Third Love are making inroads in the $17 billion U.S. lingerie market that Victoria’s Secret continues to dominate with nearly 75 percent market share.

“It’s a smart move because they’ve been able to successfully navigate the increasingly competitive lingerie and “athleisure” markets, so now is the perfect time to keep optimizing the brand,” said Megan Hartman, strategy director at Red Peak Branding. “They could definitely learn from the new players like True & Co. in terms of utilizing data — they need to prove that they are more than a sexy image, that they can innovate with new fits, fabrics or customization and keep up with the more nimble startups.”

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This article was originally published on Digiday, written by Yuyu Chen. 

Ulli Appelbaum placed an online order for Tesla Model 3 at 7:30 p.m. Pacific Time on March 31, an hour earlier than the car was even unveiled on a live stream.

“What prompted me to buy the car unseen? Tesla’s and Elon Musk’s vision of a sexy world powered by electricity,” said Appelbaum, president of brand strategy firm First The Trousers Then The Shoes. “I watched every single YouTube video of Model S. So even though I had no idea what Model 3 would look like when I ordered it, I had trust in the technological and design capabilities of the car.”

Appelbaum is not alone. To date, more than 325,000 Model 3 cars have been sold (around $14 billion in pre-orders), which breaks the automotive industry’s sales records. But the Model 3 order frenzy wasn’t driven by any big-budget ad campaigns. Tesla told Digiday that it has a very small communications team and all of its marketing collaborations is handled in-house.

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This article was originally published on Adweek, written by Christine Birkner. 

Growing up is never easy, and millennials have turned the struggle into a slang word: "adulting," with dedicated memes that say things like, "I'm done adulting for the rest of the day," as well as, "Adulting is hard. I deserve wine."

"When you say, 'I'm adulting,' it means you're taking care of business," explained Kelly Williams Brown, author of Adulting: How to Become a Grown-up in 468 Easy(ish) Steps. "Millennials have anxieties that other people have it together, and they don't. No one feels like a grown-up. It's not like you wake up one day and have all of these capabilities when you turn 18 or 21."

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This article was originally published on State of Digital, written by Lisa Lacy. 

Comedy isn’t for the faint hearted. Neither is marketing a comedy brand to Millennials.

But that’s precisely what Comedy Central CMO Walter Levitt does every day. At Adobe Summit 2016 in Las Vegas, he talked about how Comedy Central not only engages Millennials who have seemingly limitless entertainment options, but how it has positioned itself as their favorite comedy brand.

Millennial Currency

Because funny content is innately shareable, Comedy Central is able to build deep relationships with its core consumers, or 18-to-34-year-old men, who are naturally inclined to pass Comedy Central content around, Levitt said. In fact, comedy is one of the key elements this demographic cites among the influences that shape who they are, he added.

“If you’re 18 to 34 and think something is really funny and cool, then you share with your friends,” Levitt said. “It’s currency for the Millennial generation.”

As a result, Levitt said Comedy Central determined “we can’t just be a TV network, we have to be a comedy brand.”

But not only that, Comedy Central has to be the favorite comedy brand for Millennials anywhere they want to laugh, Levitt added. That means the brand delivers content via a multitude of channels, including its app, as well as Hulu, Amazon Prime, Roku, Xbox and Snapchat.

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What happens when you ask a bunch of people to draw a bicycle from memory? This artist found out.

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Take a look at what's inspiring us this week! 

Four new candidates for the Tokyo Olympics logo have been unveiled, six month's after the previous logo's fallout.

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