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Matrescence Campaign

Swiped from Peanut x Tommee Tippee

Matrescence Campaign

While slang like ‘IDGAF‘ makes it into dictionaries, ‘matrescence’ – a 50-year-old term defining the physical, emotional and psychological shift into motherhood – still isn’t recognised. While approaching Mother’s Day in 2026, Peanut and Tommee Tippee campaigned to change that.

swipeable idea

It’s purpose-driven marketing that highlights a real cultural gap: the transition into adulthood), but not for matrescence (the transition into motherhood). The contrast is the story, and it taps into genuine frustration around how motherhood is under-acknowledged in society.

Almond Cow Native Campaign

Swiped from Almond Cow

Almond Cow Native Campaign

Instead of a generic headline-style claim (“save thousands a year”), Almond Cow uses a familiar Instagram poll graphic in a static ad. That platform-native UI pattern makes the creative feel like organic content people already consume, lowering the “this is an ad” defence.

swipeable idea

Small design choices (made by a real designer + strategist who actually understands the platform) can create big differentiation in a feed full of samey AI-generated ads. Slightly higher cost per asset, but often worth it because it earns attention and trust faster.

Huggies Expensive Sh*t

Swiped from Huggies

Huggies Expensive Sh*t

Huggies turns a gross-but-universal parenting fear (the blowout) into a high-stakes product demo: 18 just-fed babies crawling over nearly $500k worth of luxury items, where the diaper is the only thing preventing chaos.

swipeable idea

The contrast (babies vs antiques/designer/convertible) creates instant tension and watchability, plus a one-hour livestream adding real-time suspense, while teaser content + creators + PR extend reach. It reframes a functional claim into entertainment, tapping Gen Z parents’ anxiety about protecting expensive stuff and everyday mess.

Choccybel’s April Fools

Swiped from Monty Bojangles

Choccybel’s April Fools

Babybel’s April Fools collab with Monty Bojangles (“Choccybel”) is a perfect category collision: creamy cheese x chocolate truffle. The copy does the heavy lifting (“Unexpected? Absolutely. Irresistible? You decide”) and the collab gives it instant credibility and shareability.

Source: Instagram post

swipeable idea

It’s silly enough to be forwarded, but ‘real’ enough to keep people guessing (limited-edition, nationwide, April 1). That ambiguity is the secret sauce: confusion drives comments, and comments drive reach.

Tony’s Chocolonely Merch Idea

Swiped from Tony’s Chocolonely

Tony’s Chocolonely Merch Idea

Instead of only selling to consumers, Tony’s Chocolonely repackaged what they already do (chocolate) for a completely different buyer: companies. Their pitch isn’t “buy chocolate,” it’s “ditch dull merch” with bespoke branded bars for events and corporate gifting opening a whole new segment without inventing a new product.

swipeable idea

Tony’s did something powerful. They invested in an advertising campaign on an unexpected platform (LinkedIn), they took an existing product and aimed it at a completely new audience.

Gymshark Hyrox Activation

Swiped from Gymshark

Gymshark Hyrox Activation

Gymshark spotted a real emotional gap in Hyrox culture: the pride spike at the finish line, followed by a weird, anticlimactic comedown. So they built ‘The Jacket Patch’: a pop-up opposite Hyrox London serving free jacket potatoes to finishers (plus community fave vendors), discounted Conditioning Club Patch Jackets, and free food from Grime Gran and Spud Man.

swipeable idea

The insight came from Gymshark’s community research: a lot of Hyrox competitors feel a huge surge of pride when they finish… and then almost immediately feel a lack of celebration once it’s over. So Gymshark didn’t try to “brand” the moment harder. They just gave people a place to stop, eat, and sit with the achievement.

Cadbury’s ‘Made to Share’

Swiped from Cadbury

Cadbury’s ‘Made to Share’

Cadbury’s campaign ‘Made to Share’ takes their Dairy Milk ‘Generosity’ platform to the next level. They’ve come up with these fun limited edition bars that make sharing chocolate a bit more special.

The clever part? Each bar has special packaging that shows you how to split the chocolate fairly – like when you’re on a road trip and want to share between the driver, navigator, and that friend who’s sleeping in the back.

swipeable idea

Cadbury built sharing into the product. Every bar is pre-split for real-life scenarios (driver vs navigator vs the mate asleep in the back). It takes “generosity” from a nice idea to a thing you can actually do and turns an everyday chocolate bar into a tiny moment of connection.

Liline becomes the first grandmother ambassador

Swiped from Jacquemus

Liline becomes the first grandmother ambassador

Instead of choosing a celebrity or influencer, Jacquemus appointed his grandmother Liline as the brand’s first-ever ambassador. It’s authentic, unexpected, and perfectly on-brand for a designer who’s always done things differently.

The contract is a tongue-in-cheek manifesto, as Jacquemus lays out the ambassador’s duties including how “the ambassador must not remove Jacquemus pieces at home, at night, or in dreams.”

swipeable idea

Jacquemus could have chosen anyone. Literally anyone. Top models, A-list actors, mega-influencers and they all would have said yes. The contrast between expectation and reality is what makes this newsworthy and share-worthy.

25% Gender Pay Gap Campaign

Swiped from Female Tribes

25% Gender Pay Gap Campaign

This campaign uses provocative outdoor ads with pink redactions covering 25% of the letters in phrases like “Fund Girls” and “Fill Your Purse”. The initial shock triggers a reward-prediction-error signal in the brain, making the message impossible to ignore and commit to memory.

swipeable idea

Rather than just talking about statistics, they make you experience what 25% missing looks like. You can see the letters taken away. You can feel the incompleteness. It’s a visceral, visual representation of an abstract problem.

we keep up with marketing so you don't have to

Matrescence Campaign

Almond Cow Native Campaign

Huggies Expensive Sh*t

Choccybel’s April Fools

Tony’s Chocolonely Merch Idea

Gymshark Hyrox Activation

Cadbury’s ‘Made to Share’

Liline becomes the first grandmother ambassador

25% Gender Pay Gap Campaign

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