LSN : News : 30 : 01 : 24

Brlo’s Drink Naked ad spoofs Calvin Klein’s viral campaign

Brlo, Germany

Germany – Craft beer maker Brlo is making waves with its humorous take on Calvin Klein’s viral ad campaign featuring actor Jeremy Allen White. The spoof, entitled Drink Naked. Yes, Chef!, shows a red-haired plus-size model protagonist strutting through Berlin and recreating White’s poses – before taking his underwear off to drink a beverage naked.

In a cheeky nod to the original Calvin Klein ad, the beer brand’s ad promotes Brlo Naked, an alcohol-free pale ale. The spot, produced by Deloitte Digital Hamburg and directed by Charley Stadler, adds a touch of humour to the promotion of non-alcoholic beer during Dry January.

Describing the creative process, Brlo shared on LinkedIn: ‘Full-bodied and juicy, this non-alcoholic beer definitely deserves the spotlight. The campaign, the team, the speed, the good vibes – it’s all amazing!’

Brlo’s ad offers a refreshing take on promoting alcohol-free options in the competitive beverage market with a sultry soundtrack, a humorous twist and an incredibly fast response to an online microtrend popularised by Gen Z and Millennial consumers that only started in the first week of January 2024.

In our analysis of No-Lo Taste Lifts, we highlighted how no- and low-alcohol brands are using new flavours, recipes and marketing strategies to reach Gen Z consumers.

Strategic opportunity

Stay attuned to emerging online microtrends that capture the attention of Gen Z and Millennial consumers. A rapid response to such trends, as seen in Brlo’s campaign, can be a crucial strategy for staying relevant in the fast-paced digital landscape

World’s first contemporary ceramics art fair takes place in Brussels

Ceramic Brussels

Belgium – Ceramic Brussels made history as it hosted the world’s first international art fair dedicated exclusively to contemporary ceramics. Taking place on 25–28 January 2024 at Brussels’ iconic Tour & Taxis site, the fair brought together Belgian and international galleries, key institutions and leaders in the field, highlighting the diverse applications of ceramics in contemporary art and design.

Managed by the Franco-Belgian duo Gilles Parmentier and Jean-Marc Dimanche, Ceramic Brussels was the first-of-its-kind platform for high-level exchanges, networking and collaborations in the ceramic art community. The inaugural edition featured some 60 participants, with 20 galleries presenting solo shows, emphasising diverse perspectives from various disciplines and nationalities.

Guest of honour Johan Creten, a pioneer in contemporary ceramics, contributed to the fair’s programme and selection as an advisory board member. The event also introduced the Ceramic Brussels Art Prize, showcasing emerging talent without gallery representation.

For more insights on upcoming art and design fairs, such as Dutch Design Week and London Design Festival, head to our Global Events section.

Strategic opportunity

Look into the innovative forms, shapes, textures and colours presented by ceramic artists and consider how these unique geometries and structures can be adapted to enhance your product design or architectural projects

Retarch is the eco-friendly biodegradable plastic alternative

Lands of Biome by Imprudence, France

US – At the Consumer Electronics Show 2024, held in Las Vegas, a new product won an Honoree title in the Innovation Awards product category: Retarch, a ground-breaking starch-based plastic alternative that combines strength and durability with eco-friendliness. Unlike conventional petroleum-based plastics, Retarch is 100% biodegradable and kind to the environment.

This innovative material is crafted from natural, non-synthetic polymers, ensuring it breaks down both on land and in water without leaving behind harmful chemicals or microplastics. TheDay1Lab, with its cutting-edge technology, can fine-tune Retarch’s mechanical properties to suit a wide range of applications, making it a versatile substitute for traditional plastics.

What sets Retarch apart is its commitment to safety. It is free from 42 harmful substances and boasts an impressive environmental track record, releasing up to 86% less CO2 than petroleum-based plastics. Retarch isn’t just convenient for human use, it’s a responsible choice for preserving our planet’s health and shows the transformative potential of materials, as revealed in our Material Matters 2023: Designing Tomorrow’s Narratives report.

Strategic opportunity

Retarch’s new material offers a breakthrough for the future of home products. Everything from kitchen storage boxes to kids’ toys can be made from this non-hazardous substance-free plastic alternative. Consider how you can use this innovation in your production line to improve your sustainability offerings

Stat: Contrary to market trends, Emirates Airline reports booming demand for vegan meals

Emirates Airline, UAE

UAE – Emirates Airline is adding new options to its ‘vegan vault’ of in-flight meals, after noting a 40% surge in demand for plant-based options. The airline reported serving over 450,000 vegan meals on board in 2023, compared with 280,000 the previous year – an increase of over 60%. When taking into consideration the gap in passenger volumes, the airline notes that the figure drops to a still impressive 40%. Emirates also revealed that the highest number of requests for vegan meals were on routes to China, Japan and The Philippines.

Emirates’ vegan vault now counts more than 300 plant-based meal options, featuring products from many leading brands. On board, passengers can enjoy Beyond Meat proteins, soy proteins from Singapore and UAE-based brand Arlene, organic dark vegan chocolate provided by French company Linnolat, or plant-based margarine made by German brand MeisterMarken, among others.

While interest in veganism might be cooling, these insights suggest that plant-based aisles are still relevant. In our Adaptive Appetites macrotrend, we unpack how high volatility and an ever-evolving food landscape push consumers and brands alike to adapt rapidly.

Strategic opportunity

Adaptive Appetites call for Elastic Brands. Emirates is a prime example of how to capitalise on user data and be reactive in closing the gap between your current offering and what your client base expects