Running is getting remixed
Plus...MAFIA a Silicon Valley reality TV show, 90s kids summer, Menopause's moment, Paramount's new gaming division and more
How’s everyones summer going so far? It’s in full swing over here and we’re having a blast! You know it’s summer when you have a popsicle every day. And also, go Canes!
🐝 Pollen [week of June 8]
Insights, ideas, and inspo to get your brain buzzin and make your brands break through.
I need your help! I am writing an article for Inc.com about culture’s portrayal of dads and if you are a MILLENNIAL DAD, ✨ please take my survey ✨ (or send to millennial dads you know)!!! I only need 18 more respondents for a stable sample size. 🙏
LinkedIn is rolling out a new impressions metric: in-network vs. out-of-network reach. This is a VERY important update as it will help you understand if your content is resonating with just your close network, or a wider group of people, and therefore driving more impressions.
The dotcake trend is going bananas and tbh not sure why bc it’s literally just cake with sprinkles (like remember cronuts??? those were impressive) but anyways Play-Doh did it here, Food & Wine did it here, and Jimmy John’s did it here (maybe my favorite 😅).
Cool BTS video of what a face designer does at Barbie and what an artisan does at de Gournay. Reminder that many things employees do day to day might seem mundane, but is actually very cool to other people.
Have you noticed? Running is getting remixed: Bandit’s Grand Prix, an F1 inspired race, Diplo’s run club DJ parties, On’s On Squad Race, an elimination-style relay race. Even HYROX’s fitness racing. Running is anything but boring these days and I love seeing how brands are reinventing the space. This is reflecting a bigger shift around fitness becoming social experiences, and everything turning into entertainment.
MAFIA is a new reality TV show by Founders Fund - think Silicon Valley meets Traitors - featuring people like Sam Altman, Bryan Johnson, and Dylan Field. TBPN wrote about why this works here: “Take a proven format (Late Night, Shark Tank, a talent competition, a cooking show) and rebuild it for a niche community you know better than anyone.”
I’ve heard a few moms mention this and it feels like a trend bubbling under the surface that might take off soon: 90s kids summer, which is all about analogue activities - think board games, riding bikes, libraries, LEGOs. Sign me up
National Geographic’s bee-boards for their Secrets of Bees documentary are so fun and so fitting for The Pollinatr! I loooove creative OOH.
Parenting brands Peanut and Nuna just released The Motherhood Index - a report diving into the mindset of moms and what they need. A few standout stats:
93% of mothers report experiencing burnout, with 58% saying they feel burned out often or almost always.
47% of mothers have scaled back, paused, or left their careers since having children.
58% say flexible and remote work is the single innovation that would most improve their lives - ranking it above healthcare investment, affordable childcare, and policy reform.
Parenting is an extreme sport. Liquid Death’s campaign is spot on 😅
Menopause might be getting its moment in the spotlight, finally. Melinda French Gates is calling for a menopause revolution.
AI can’t save a brand with bad taste. Great read by Emily Cody
It feels important that Polly Pocket has entered the TikTok chat.
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Enable 3rd party cookies or use another browserParamount just announced Paramount Games and this is going to be huge. It’s being led by Tony Driscoll (who I worked with at Epic Games). He shared, “Games have become one of the most powerful forms of storytelling and community-building in the world. At Paramount, we're building games as a core content pillar alongside film, television, and streaming. That means investing in original worlds, deepening fan relationships, and creating experiences that can grow into the next generation of franchises.” Think of Paramount’s IP that might turn into games: Transformers, Teenage Mutant Ninja Turtles, SpongeBob, Sonic the Hedgehog, PAW Patrol (a current fav in our house). Will be interesting to see if this is more successful than Netflix’s games approach so far. I honestly don’t see people talking about gaming a lot on Substack but gamers are some of the most passionate audiences I’ve ever marketed to.
Knicks mania is taking over NYC and Canes mania is taking over Raleigh. That game was wilddddd on Saturday! Sports are so much fun right now!!!
Speaking of sports, I can’t NOT include the 6 minute world cup film, “Rip the Script,” from Nike. It could have been really serious but I love how much FUN they baked into it.
Have a buzzy week my friends!!!
🐝 Michelle