The New Normal | Internet Picks of the Week

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As we slowly emerge out of the thick of COVID-19, things appear to be getting back on track to normality… Or rather, ‘new normality’

This week’s internet picks centre around how brands are adapting to this new environment, and how it is moulding their advertising strategies. We will look at why Axe is urging people to smell worse, how Gousto offered us a culinary holiday away-from-home-at-home, and how Wise Protec continues to successfully advertise masks within a saturated market.


Smell Worse For The Greater Good

Axe Body Spray has launched a campaign with MullenLowe that urges singles to approach post-covid dating with a dose of caution. Their solution? Spoof product ‘Axe Lite’. They explain that Axe’s original formula proves too irresistible to help uphold social distancing rules, but Axe Lite “notches the attraction coefficient down by 39-42%”. Therefore, customers can continue with their quest for romance, socially distanced. Jamie Brookes, Global Marketing Manager at Axe, says that the deodorant brand “wants to be at the heart of culture”, and joining the conversation surrounding life post-covid is the perfect way to do just that.

Discover more here

Gousto's Flavourlust Event

Not willing to pay £££ for covid tests to go abroad? Bring your taste buds on holiday to Gousto’s Flavourlust event!
Gousto is hosting a two-day travel and food event this weekend and it sounds incredible. Flavourlust will be serving up an immersive culinary experience joined by DJ Nick Grimshaw & Gusto Ambassador & Comedian Katherine Ryan. It will transport guests to holiday destinations including Thailand, India and Brazil to take their taste buds travelling to some of the world's most iconic street food markets.

Read more on Secret London here

Wear A Bloody Mask!

Communicating the importance of wearing masks, tech innovators Wise Protec developed & launched a new face mask during the pandemic which destroyed 99.5% of the COVID-19 virus on contact. Along with this, they created a punchy and highly impactful call to action, a children's style, digital storybook aimed at adults! Wear a bloody mask! Injecting fun into a serious campaign, bringing us the new normal!

Find out more on The Drum

That's it for this week but you can also get more great insight and content from MediaCom Edinburgh by following us on social media and checking out some of our other content below.

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