Béis rebrands TSA bins, luxury food trends, and Threads ads

It’s Friday!

Jacquemus is landing in London with a brand-new store—and they’ve enlisted viral TikTok legend Bemi Orojuigun (aka everyone’s favorite auntie) to make the announcement. Iconic behavior.

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Opinions ☕️

🤖 AI-generated TikTok videos are stiff, awkward, and far from ready for primetime. Why would brands spend money on this now? It’s not good enough and risks turning off consumers completely.

👀 TikTok is betting on celebrity-led live shopping for the holidays, but is it what consumers want? Creators, with their authenticity, outshine celebs in driving engagement. Will this move resonate—or feel out of touch?

How Béis turned TSA bins into prime ad space

Forget traditional billboards—Béis, the travel brand known for chic luggage, just made airport advertising personal by turning TSA security bins at LAX into eye-catching ad space.

Why it works: Béis’ ads inside and outside the bins are impossible to miss as travelers place and retrieve their belongings. This isn’t just clever placement; it taps into a moment of undivided attention in a high-traffic zone. With 66 to 80 million people passing through LAX annually, Béis has captured some of the most valuable—and intimate—real estate in travel.

Going viral: The bins have sparked a social media trend, with travelers posting their neatly organized TSA bins, giving Béis an extra layer of visibility. This shareable moment in the travel process has put Béis front and center, boosting brand recognition in a way traditional billboards can’t.

The new frontier of out-of-home ads: Béis’ move doesn’t replace billboards entirely but shows that creative ad placements can make a huge impact by meeting people where they’re most engaged. It’s a standout example of out-of-home advertising that’s both innovative and practical.

Ads are coming to Threads in early 2025

Meta’s Threads will roll out ads next year, starting with a small group of advertisers in January, marking the platform’s first foray into monetization. With 275 million monthly users as of October, Threads is closing in on Elon Musk’s X (formerly Twitter) and aiming to leverage Meta’s ad expertise to carve out its space in social media advertising.

The strategy

• Slow and steady: Meta plans a cautious ad rollout to avoid overwhelming Threads’ user base. CFO Susan Li has stated ads aren’t expected to drive significant revenue in 2025.

• Ad differentiation: Unlike X, Threads limits political content and benefits from Meta’s advanced ad tech, appealing to brands wary of controversy.

Why it matters: Threads launched as a "less angry" alternative to X, focusing on casual conversations. Its growth—1 million signups daily—makes it a ripe target for Meta’s advertising playbook. While Threads faces challenges echoing Twitter's past struggles, its integration with Instagram's ad systems could offer a more seamless experience for advertisers.

The big question: Will Threads deliver for advertisers where X faltered? With Meta’s track record and focus on advertiser-friendly policies, the app could offer new opportunities for brands in 2025.

Affordable indulgence: How food became the new frontier for brands

From luxury cafés to croissant-inspired lip tints, brands are redefining affordable luxury with one common ingredient: food. Prada, Rhodes, and Studs are proving that a taste of indulgence—whether through a $15 latte or a Shake Shack collab—can draw customers, boost visibility, and create unforgettable brand moments.

Luxury cafés: Designer dreams for the price of a coffee

Fashion houses like Prada and Louis Vuitton are serving up designer coffee and pastries at branded cafés and pop-ups. While most can’t afford a $2,000 bag, a $20 cake offers a shareable, Instagram-worthy slice of luxury. Gen Z and millennial shoppers flock to these spaces for the experience, creating buzz and driving FOMO-fueled traffic.

Rhodes’ lipstick effect: Croissants for your lips

Beauty brand Rhodes is blending food and beauty with 18 of its 27 products tied to culinary themes, from croissant-inspired lip tints to skincare evoking sweet indulgences. By aligning its products with affordable luxury, Rhodes offers shoppers a satisfying treat—less than a croissant but far more indulgent than everyday beauty staples.

Studs’ sweet spot: Driving foot traffic with food

Ear-piercing brand Studs is capitalizing on the power of viral food trends. From crookies to Shake Shack custards, its food-themed pop-ups lure young customers while doubling as social media content hubs. These events not only drive in-store traffic but also amplify brand reach through influencer collaborations and organic buzz.

Why it works: Food taps into a universal craving for indulgence and connection, making it an effective strategy for brands to attract and retain customers. During economic uncertainty, this modern Lipstick Effect allows consumers to participate in a luxury world—one sweet or savory bite at a time.

As more brands experiment with food collaborations, expect to see even more creative partnerships that turn everyday indulgences into irresistible marketing magic.

NOTES 📝

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