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Gen Z’s Content Cold Shoulder Is Real

PLUS: Drinks on us at eTail Boston, you in?

Author

Zihan Lyu
August 10, 2025

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Hi there!

Highlights from today's newsletter:
🔥 Campaigns of the week—8 fresh launches
🛍️ Is it time for retail media networks to think beyond the ads?
🤖 GPT-5 just dropped: what marketers need to know

EDITOR’S PICK

#MARKETING WORK

This week’s ad round-up serves a mix you won’t find anywhere else: a ketchup smoothie that’s real enough to order, a Calvin Klein spoof that swaps underwear shots for plastic bottles, and an outdoor brand that’s swapped serenity for snowball chaos. From Beyoncé in denim to purple lines on Oxford Street, the common thread is boldness — brands stepping outside their comfort zones to grab attention and keep it.

#Drinks on Us at eTail Boston!

ClickZ is hosting an exclusive drinks gathering on Day 3 of eTail Boston—and you’re on the list.

We’re bringing together some of the sharpest minds in retail and marketing for one evening of cocktails and insider conversations, just steps away from the event venue.

⏱ Wednesday, August 13th | 5 PM onwards
📍 5 minutes from the venue (exact location shared upon RSVP confirmation)

Spots are limited—secure yours now!

WHAT WE ARE READING

Gen Z actively avoids branded content due to fears of public embarrassment and negative peer perception, making traditional marketing approaches less effective. Brands must develop authentic, identity-affirming campaigns that minimize social risk for teen audiences. Industry adaptation is essential as regulatory scrutiny on marketing practices aimed at youth continues to intensify.

Liquid Death’s partnership with Yahoo Sports introduces guillotine leagues, where the lowest-scoring fantasy football team is weekly eliminated, featuring beheading animations and integrated brand assets.

This move embeds Liquid Death branding throughout Yahoo’s platform, reflecting new formats within the evolving competitive dynamics of fantasy sports amid shifting digital engagement and gambling regulations. Marketers and advertisers should note that immersive branding collaborations like this can signal changing standards for digital sponsorship and regulatory compliance in sports entertainment.

Retail media networks must transition from basic ad distribution to comprehensive content engines, emphasizing authentic storytelling and creator partnerships to meet evolving shopper expectations—especially among Gen Z. This shift requires brands and RMNs to resolve internal fragmentation, prioritize personalization, and refine measurement methods beyond simple return metrics. Regulatory focus should remain on transparency in content delivery and data utilization, given the increasing complexity of omnichannel consumer engagement.

TOP VOICE

💭Insights from Jolyon Varley

Is this the coolest creator-brand “launch” ever… or just one hell of a cinematic skit?

Everyone thought it was a real ad and scrambled for the drop link, only to discover it’s actually a tongue-in-cheek teaser, not an actual clothing line.

But man, does it feel like campaign energy at its finest.

Whether this is stealth-seeding a future collection or pure performance art, it’s a lesson in building theatrical hype around a brand “drop.”

The play? Create something people actually want to watch, something you can’t scroll past.

If I were launching a label called I’ll Never Tell, I’d turn this into a full-blown episodic social series. It’s that brilliant.

For inspo, look no further than creator Batt Maillie. His work is equal parts cinematic, entertaining, and straight-up addictive.

Go watch. Get inspired.

I think this sets a fascinating new standard in Creator brand content. Do you agree?

💭Insights from Dominique Webb

Marketing with meaning hits different.

Kehlani’s team just launched “Nini’s Fluff & Fold,” offering free laundry services to mothers in honor of her new single, “Folded” that’s currently topping the R&B charts.

This is the kind of purpose-led promo that resonates. Rooted in care, not clout. And rooted in real community needs, not vanity metrics.

When I talk about cultural strategy and purpose-driven marketing, this is what I mean. It meets people where they are, builds goodwill, and makes the brand (and the artist) unforgettable.

More of this, please.

WHAT WE ARE LISTENING TO

🎙 MARKETING AGAINST THE GRAIN

GPT-5’s debut is a game-changer for marketers. With sharper coding and writing skills, it can supercharge workflows, speed up website builds, and create content with unmatched precision. Its upgraded voice tools and sleek interface make AI more accessible—and could even shift users away from Google toward integrated chat-and-search experiences.

Editorial

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