Social Intelligence - 4.21.23

Morning after pill newcomer brand Julie positions itself as an alternative to Plan B that doesn’t require an ID or a conversation with a pharmacist. This allows them to play with territory like arguing in the aisles over the last package (by debating over who has the less pregnancy-worthy boyfriend) and even braving the drugstore hung over (and consequently being even less willing to talk to a stranger).

As part of a partnership with the film “Dungeons and Dragons: Honor Among Thieves”, Old Spice has launched an interactive D&D co-op “campaign” on Reddit. Users can interact with bots within the post and earn Reddit gold for landing powerful attacks on “mimic” bosses and guessing secret keywords related to both tabletop play and the movie. True to the spirit of the game, this activation encourages fans to be creative and explore (and exploit) the boundaries of the role playing system, giving?the deodorant brand some playful credibility.?

Jack in the Box spent the last week gearing up for 4/20 (or “Dankmas” in their parlance), including a tutorial on an “edible” arrangement featuring their Pineapple Express shake (which will cost $4.20 through 4/24) and partnering with local dispensaries and Weedmaps for treat giveaways. So what? As Jack in the Box positions themselves more as the “late night” fast food of choice (where else can you choose ‘two tacos’ as one of your meal sides?), paying direct homage to the stoner holiday fuels loyalty and year-round brand love.

Olive Garden’s “We’re all family here” platform gets an extension to “framily” with a tongue in cheek tutorial for DIY pasta and salad-inspired prom corsages. So what? While Oliver Garden isn’t necessarily on Gen Z’s post-prom radar, the activation pitches the restaurant as a not too self-serious destination for groups of friends seeking a ‘family’ experience.