2025: What really matters - Part 1
Introduction
Let’s skip the season’s pleasantries and dive straight into a fresh Happy New Year wish. It’s the Sunday before many of us return to the grind of a new work year, and the Sunday Scaries are likely reaching their peak. But instead of dwelling on the dread, let’s channel that energy into kickstarting the year with inspiration.
Today marks the beginning of a journey—one where we’ll uncover the cultural and strategic trends shaping 2025. Think of this as the first in a January series designed to get those creative and strategic gears turning.
Ready to explore what’s next? Let’s dive in.
It’s safe to say last year was anything but ordinary. The internet has coined it the “chaotic chronically online marketing age” (because, of course, it has). From unexpected brand moves to culture-shaking viral moments, it’s been a whirlwind of strange decisions and surprise wins.
But here’s the kicker: it’s not just random chaos—there’s a strategy behind the madness. Let’s unpack what’s been going on and how brands are playing the game.
Here are three things to know…
#1 Cofusion Wins
Before 2024, brands worked hard to keep things clear and straightforward. Now? They’re leaning into confusion—and it’s working. Why? Because confusion sparks conversation. It’s the classic “Wait… is it just me?!” moment that drives us to share and debate.
Think Nutter Butter’s surreal social posts, Loewe’s campaign with Daniel Craig channeling Andy Warhol vibes, or influencer Nara Smith sewing a Marc Jacobs handbag by hand in full ‘trad wife’ fashion. It’s bizarre, bold, and brilliantly memorable.
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#2 Break the category
Tampons or ice cream? Sunscreen or whipped cream? Welcome to the 2024 Chaos Packaging trend, where brands are flipping the script by borrowing packaging styles from completely unrelated categories.
And it doesn’t stop there. Brands are thinking outside the box in other surprising ways. Jellycat turned heads with a “fish and chip shop,” VW dropped a branded ketchup, and a Chevrolet dealership served up The Office-inspired content. The result? We can’t look away!
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#3 Culture first - always
High meets low, old meets new… anime meets religion?! This year has been all about the unexpected. From Lidl x Nikolas Bentel’s wildly popular Croissant Handbag to Greggs opening a Champagne bar, high/low collaborations have been stealing the spotlight. Nostalgia joined the party too, with Amazon reviving the catalogue and Barbie bringing back the flip phone. And in 2025? Luce, the Vatican’s mascot, is an anime character. Who saw that coming?
As the year wraps up and the marketing world unpacks the latest jaw-dropping moves (yes, we’re looking at you, car brands), we’re left wondering—have we hit peak weird? Right now, the brands taking the lead are those with a strong cultural pulse and the confidence to embrace their quirks. The trick? Leave the world scratching its head, just not about who you are.
Conclusion
Last year has been a masterclass in the art of the unexpected. From chaotic packaging trends and surreal brand collaborations to nostalgia-fueled throwbacks and cultural collisions that defy logic, the marketing landscape has embraced confusion as a tool to spark conversations and drive engagement.
What brands can learn from this in 2025? Well in a world where so many continue to play it straight - lean into the weird and wonderful. Confuse to arrest attention, grab fame and unlock growth.
The next newsletter to come this Friday….lets go 🚀