LSN : News : 07 : 10 : 24

Johnnie Walker joins forces with Netflix’s Squid Game

Johnnie Walker in collaboration with Squid Game, Netflix, US

Global – Johnnie Walker has unveiled a limited-edition Black Label Squid Game bottle, featuring designs ranging from 001 to 456, in celebration of Netflix’s highly anticipated season 2 launch on 26 December 2024. This partnership allows fans to ‘pick your player’ and enjoy Squid Game-inspired cocktails including one called 456, which is crafted with traditional Korean ingredients.

The iconic Johnnie Walker Striding Man logo is now dressed in the distinctive Squid Game green tracksuit, symbolising the brand’s bold stride into partnering with the Squid Game franchise. ‘This partnership brings together two global icons,’ said Josh Dean, VP of Johnnie Walker. ‘Our loyal fanbases are going to be thrilled by the element of discovery with our collectable, limited-edition bottle design.’

In Five Brands Rejuvenating Whisky, we previously analysed how whisky-makers are challenging the sector’s heritage with unconventional branding and marketing to reach younger drinkers without losing their centuries-old refinement.

Strategic opportunity

Introduce themed product lines tied to specific seasons or cultural events to create a sense of novelty and align with customer interests at different times of the year. These could be annually recurring releases, building anticipation and consumer interest

Meta sees right through the future of augmented reality glasses with Orion

Orion by Meta, Global

Global – Meta has announced the launch of Orion, a groundbreaking pair of augmented reality (AR) glasses designed to blend digital and physical experiences seamlessly. The device aims to empower users by providing hands-free access to information without sacrificing presence in the physical world. ‘Orion bridges the physical and virtual worlds, putting people at the centre,’ the company stated.

With features such as large holographic displays and an advanced contextual AI, Orion facilitates multitasking and enhances everyday activities, like cooking and video calling. ‘Orion is a feat of miniaturisation’, offering the largest field of view in a compact form. Though it is a product prototype, Meta assures that Orion is not merely a research tool but a polished representation of their future consumer AR offerings.

The company is focused on enhancing display quality, optimising the form factor and planning to scale production to make these innovative glasses more affordable. The prototype is only available to Meta employees and selected external audiences for development purposes.

For more insights on what’s new and next in AR, head to our analysis of Six Smart Glasses Innovations With Eyes on the Future.

Strategic opportunity

Consider tapping into the gaming and virtual reality market by developing smart glasses that offer an immersive gaming experience without the need for bulky headsets

Spanish mother-daughter duo uses bacteria to restore artworks

Algae Apparel, Global Change Award 2018, H&M Foundation

Spain – Microbiologist Pilar Bosch and her mother Pilar Roig have teamed up on a £3.40m ($4.46m, €4.04m) project, funded by local foundations, to use bacteria for restoring historical artworks in Valencia. The microbiologist trains the bacteria by feeding them samples of glue made from animal collagen. The bacteria then naturally produce enzymes to degrade the glue, after which the enzyme-rich solution is mixed with a natural algae-based gel and spread on the paintings. After three hours, the gel is removed to reveal glue-free paintings.

The technique was born from Roig’s challenges while restoring 18th-century paintings by Antonio Palomino in Santos Juanes church, one of the oldest in Valencia. One of the main problems she encountered was removing the glue used to pull the frescoes from the church’s walls.

‘In the past, we used to work in a horrible manual way, with warm water and sponges that took hours and damaged the painting,’ Roig said. Bosch is now training cohorts of a different kind of bacteria to clear walls of spray-painted graffiti.

This innovative use of bacteria reflects a larger trend toward biofabrication and the exciting opportunities it presents, as explored in our Biofabricated Futures report.

Strategic opportunity

Leverage bacterial enzymes to create everyday products, such as laundry detergents and other cleaning supplies, that are effective and environmentally friendly to appeal to eco-conscious consumers

Stat: People trust social media, but hesitate to pay for news, study shows

Photography by CottonBro, Russia

Global – As news consumption habits evolve, a new report reveals how Americans engage with media today. A study from Morning Consult showed social media has become a dominant news source, with nearly 40% of US adults turning to these platforms multiple times a day for updates. Among Gen Z, social media is now the most trusted news source.

Despite their reliance on news, few people are willing to pay for it. Just 16% of Americans currently subscribe to news services, and 39% of them plan to cancel within three months. Concerns about misinformation are also on the rise, with half of US adults believing false information is spreading faster than last year.

Notably, young people are increasingly turning to influencers for news, although they still view traditional media as more credible. ‘The shift towards social media and influencers underscores how crucial it is for the news industry to adapt,’ the report states.

With TikTok’s popularity as a news source skyrocketing by 23 percentage points since 2022, the media landscape is rapidly transforming as brands compete for consumer trust and attention.

In The New News microtrend report, LS:N Global explored how people are seeking an alternative to legacy media, fuelled by a decline in trust.

Strategic opportunity

Move to platforms such as TikTok, Instagram, X and Twitch where Gen Z spend the most time and in which they have the most trust. Emphasise your brand’s credibility and authenticity by positioning it as a trustworthy source in a landscape where trust is declining