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Past 50 million monthly users, Strava is reaching for walkers, strength-trainers and Gen Z without alienating its hardcore base — a masterclass in widening a brand without diluting it.

TL;DR: Nostalgia marketing works because fond memories trigger positive emotion and a sense of comfort, lowering buyers' guard — but it only lands when the memory is genuinely shared by your audience and the brand earns the right to borrow it. The psychology of looking back Nostalgia is a potent emotional state: it makes people feel warmer, more connected and more optimistic. For marketers, that matters because emotion, not information, drives most brand choice — and few emot

Coca-Cola's long-overlooked Mr. Pibb is one of the fastest-growing soda brands of 2026, powered less by ad spend than by nostalgia and a new generation of fans.

Gap Inc.'s Banana Republic has launched a TikTok content series called 'The Agency' — a styling-led format designed to make the heritage label feel relevant to a new generation.

Mars Wrigley's Extra used a song on Spotify, built on Culture Next insight, to reconnect with Gen Z in Germany. Why audio and culture beat the hard sell.

Facing cheaper private labels, the tea brand bets on mental-health positioning, a creator-fronted range and a 'Tea, Talk & Selfcare' podcast.

e.l.f. Cosmetics returns to the metaverse with 'Express Your e.l.f.', a virtual styling experience on avatar platform ZEPETO.

Nutrition app Yazio has unveiled a full rebrand around the idea of Good Dopamine, with a new identity and mascot from agency Koto and a Streak Heroes campaign built on habit-forming rewards.

Omaha Steaks has launched No Bull, a Gen Z-focused brand campaign from TorchHouse Studio that trades decades of mail-order cliche for plain talk, backed by real service upgrades.

More than 210 brands are now active on Roblox, and the platform is expanding its ad formats. Here's why gaming has become a serious marketing channel — and how to enter it without being cringe.

The German Olympic Sports Confederation (DOSB) is creating new structures for esports and gaming ahead of the first Olympic Esports Games in 2027, in a bid to reach a generation that lives online.

A WeCreate and Appinio survey finds TikTok has become the most important shopping platform for Germans aged 16 to 39, even as AI-made ads start to weigh on brand perception.

Sparkasse and Scholz & Friends are scaling 'Mission Neues Sparen' with giant murals and the 'Die Neusparer' series to sell its S-Neo savings proposition to younger Germans.

Free founder Xavier Niel and creator Sylvqin have opened 'Astel', a free Paris space for content creators — France betting that physical infrastructure, not just platforms, builds a creator economy.

AI search revenue up 321%, 88% of UK B2B marketers chasing younger buyers, and British women on Reddit nearly doubling — five fresh data points every marketer should know this week.

A Webedia Brand Xperiences study finds young French adults flocking to creator-led and offbeat sports formats, splitting their viewing evenly between social media and TV.

e.l.f. Cosmetics has released 'Mirror Mix', its second original album, spotlighting seven rising musicians as the beauty brand expands its entertainment-marketing playbook across streaming and Roblox.

Taco Bell and Duolingo are rebranding National Taco Day as "Global Taco Day," launching a limited Duo Habanero sauce whose packets double as nine-language mini language lessons.

American Express is turning Harry Styles fandom into a membership benefit, bundling tour pop-ups, exclusive merch, presale access and a global sweepstakes to win younger cardholders.

British watch brand Sekonda has launched 'any. second. now.', its first work with VCCP Blue and VCCP Media, targeting Gen Z with affordability over status.