#trending.

I saw a great ad for Grind coffee pods on the train home this evening:

As someone who saw (and gagged at) Saltburn’s infamous bathtub scene on the big screen, seeing this gave me enough of a laugh to get that typically British reverse sniff while sandwiched between commuters.

Then it got me thinking; when is it okay for a brand to jump on a trend, and how can it be done effectively?

Jumping on a trend can be a great way for brands to stay relevant and connect with their audience, but it's vital to do so authentically. Here are some tips:

Understand the trend: Don't just jump on the bandwagon without understanding the meaning, origin, and potential nuances of the trend. Grind has done it perfectly - nuanced enough to garner a reaction and aligns nicely with the message.

Align with your brand: Consider if the trend aligns with your brand values, voice, and overall message. Participating in a trend that clashes with your brand can backfire. Remember the infamous Pepsi ad at the start of the BLM movement? Yeah, don’t do that).

Be genuine: Let your brand's voice and personality shine through. Don't try to be something you're not - you can spot it from a mile off and it comes across as forced. Imagine if your local Funeral Directors referenced that ‘grave’ scene. Oof.

Be timely: Don't wait too long to get involved, as trends can fade quickly. If you have something of value to put out there, don’t hesitate. Too many times I’ve seen a great ad die, released too late because of a stifling approval process.

Hope this was helpful - now I’m off to get the sound of Barry Keoghan’s piece slapping against his leg out of my head.