LSN : News : Coca-Cola posits an optimistic new normal

A zero-waste office centred on flexible architecture

Waugh Thistleton Architects, London

London – Waugh Thistleton Architects' sustainable office block is based on the values of reduce, reuse and recycle with the aim of achieving zero-waste architecture.

Positioned alongside the Regent’s Canal, 6 Orsman Road utilises cross-laminated timber (CLT) and a steel frame, both of which are demountable meaning it can be remodelled or taken down with ease. In this way, the wall and floor elements can be adapted or relocated within the building to rearrange or create new internal spaces.

Throughout its construction, the architects also considered how the structure could be recycled at the end of its life, with the fixtures, cladding and decking all designed to be detachable. At a time when the future of physical workspaces remains uncertain, such adaptable, demountable designs point to a future of temporary and changeable offices.

Already, the increase in remote working is leading employers to reconsider the need for a permanent office space. In Pandemic Proof Properties, we explore the future of working from home, and how interiors may be redesigned to bolster wellbeing.

Coca-Cola posits an optimistic new normal

Open Like Never Before by Coca Cola, UK

UK – Coca-Cola's latest campaign, Open Like Never Before, highlights the mindset shifts that have occurred during the pandemic, encouraging optimism for the future.

Featuring a poem written and recited by spoken word artist George The Poet, the campaign celebrates the sentiment of being open to change. Airing as a tv advert, the spot will also run across digital marketing in pubs and bars. The campaign marks a re-entry into public communications for the brand after a seven month hiatus taken to focus on charitable efforts.

‘The Open Like Never Before campaign is founded on the belief that we don’t just have to go back to normal following this huge change in everyone’s lives,' says Kris Robbens, marketing director for Coca-Cola Great Britain and Ireland. 'Instead, it’s our ambition to move forward and make the world not just different, but a better, more open place.'

Navigating global chaos has led brands to reimagine, reflect and future-fit strategies and messaging for a world within and working through Covid-19.

Tropical wheat beer gets a mustard kick

US – Oskar Blues Brewery and condiments brand French’s are producing a mustard-flavoured tropical wheat beer.

Infused with lime, lemon, tangerine and passionfruit flavours, the limited-edition Mustard Beer is an example of how savoury flavours are making their way into the brewing process, opening up new taste profiles and product opportunities.

Created in celebration of America's National Mustard Day, Oskar Blues and French's have also written a homebrew recipe for people who want to recreate the pairing at home.

‘French’s enjoys creating new curiosity around a flavour that has been a staple in homes for over 115 years,’ says Jill Pratt, chief marketing excellence officer for French’s. ‘The incredible reaction to last year’s release of our Mustard Ice Cream showed us how far people are willing to go to savour this favourite condiment.’

In our Craft Beer Market, we identify some of the ways brands are reigniting interest in beverages, from experimental flavours to global outreach.

Oskar Blues Brewery in partnership with French’s, US

Stat: Technology could be making parenting harder

#ThisIsFamily spring/summer 2019 campaign by Studio Blvd for River Island

The use of technology and social media by children is causing anxiety among US parents, leading many to believe parenting is harder today than it was 20 years ago.

Research by Pew Research Center shows these feelings are particularly evident in parents of Generation Alpha; 71% of parents with a child under the age of 12 are at least somewhat concerned that their child might spend too much time in front of screens.

While many parents recognise an increase in their own digital usage, less than half (45%) say they know the appropriate amount of screen time for their child. Pew also reports that many parents still seek advice relating to children's device usage from others.

As parents navigate the online behaviour of their children, brands have an opportunity to support parents and families to live more mindful digital lives. For more, explore Teen Tech Welfare.