Move Over Moo, Make Way for the Penguins

Today’s news cycle can feel like a rollercoaster we can’t get off. It's no wonder people are turning to cute and cuddly corners of the internet for levity. While my feed is usually saturated with puppy reels, it’s time to let the dogs out and make way for Moo Deng, Pesto the Penguin, and Biscuits the Seal, three endearing buoys in a sea of uncertainty.?

In case you’ve been avoiding the internet recently, this trending trio are zoo animals who blasted to social media stardom. Like Grumpy Cat, who paved the way before them, consumers and brands alike have embraced these charming creatures—giving us a happy distraction from the daily grind.??

It all started with Moo Deng, a blubbery pygmy hippo in Thailand whose name translates to “bouncy pork.” At three months old, Moo has taken our feeds by storm, appearing in brand content from the likes of Buffalo Wild Wings, Chipotle (love that her order is lettuce bowl with lettuce, extra lettuce!), UPS, Sephora (who doesn’t want to wear our blush like a baby hippo?) and Jurassic World. Moo is infiltrating election merch, being used in PSAs like the City of New York to promote its new lidded garbage cans and even making a guest appearance on Saturday Night Live.??

While Moo became a global icon (Vogue writes, “Moo Deng is the Moment”), I have to say I’m partial to Pesto – a massive baby king penguin in Australia who eats a whopping 25 fish a day! Apparently, Katy Perry is a fan too – she recently paid him a visit. Penguins hold a special place in my heart, as my boys and Sam in particular, took to them at an early age after visiting the Polar Circle exhibit at the Central Park Zoo. I would often bring Sam home a new penguin from my various business trips. Here’s the March of the Penguins at our house and think I may need to add a Pesto shirt to his collection :)

But back to these real zoo animals making headlines. Brands are smartly tapping into our craving for cuteness with a sprinkling of humor, and it’s not just a passing trend this fall. Earlier this year, I shared that one of my biggest takeaways from the inspiring brand work at Cannes was that laughter is the best medicine. It’s nice to see organizations not take themselves too seriously and connect with an audience (us) that is always online, in need of a distraction and an unexpected hero like Pesto.??

With each heartwarming and even silly post, brands around the world are inserting themselves into culture and creating a sense of community by rallying around these global stars. Whether it’s leveraging a viral TikTok of Moo Deng moonwalking to Michael Jackson’s Thriller, or Pesto nonchalantly scarfing down some sardines, these snippets of joy offer a reminder there’s always room for laughter and light. And as always, if you’re going to TapIN, you have to move fast.?

What’s your take? Are you Moo Deng’d out already or is there always room for some cute and cuddly creatures in these crazy times???

Stay fierce,?

Lisa?