Gen Z perspectives: Our favourite Coldplay kiss cam trendjack & more

Happy Friday, MARKETING-INTERACTIVE readers and welcome back to Gen Z Perspectives, your go-to feature where we unpack the week’s top stories and trending topics through the eyes of Gen Z. From the biggest industry moves to viral moments and marketing controversies worth dissecting, we’re bringing the heat with authenticity, awareness and probably a few unfiltered takes.

This week, it’s all about Coldplay’s kiss cam frenzy that’s still lighting up TikTok and interestingly, LinkedIn too. Brands wasted no time riding that wave and we're rounding up our favourite trendjacks from cheeky memes to subtle jabs.

Plus, we’re saying a bittersweet goodbye to our intern Lili, who’s packing her bags and heading home, but not before she shares her top campaigns from her time in Singapore.

Pucker up, and smooch below.

Don't miss: Gen Z perspectives: GYG goes local and our favourite SG60 campaigns

1. Caught on camera: 11 brands that shone bright in the Coldplay kiss cam frenzy

Over the weekend, the internet found a new obsession - an awkward “kiss cam” moment between Astronomer CEO Andy Byron and chief people officer Kristin Cabot at a Coldplay concert. Naturally, brands have also jumped in, riding the viral moment with their own cheeky spin and turning the awkward moment into marketing gold.

From HR memes to office culture puns, here are some of our favourite brand trendjacks inspired by the Coldplay kiss cam saga.

Read more here. 

2. Heineken opens self-service bars for late-night football fans

Heineken is unlocking the bar taps for football fans in Seoul with its latest campaign: “Trust Bars”, a series of 24/7 self-service bars designed to let Korean fans enjoy UEFA Champions League matches no matter the hour.

Rolled out in the Hongdae district in April to coincide with the tournament’s semi-finals, the activation allows customers to order, pay, and pour fresh pints of Heineken using fully automated self-payment terminals.

Read more here. 

3.  CHAGEE's new Bes-tea plushies are here to spill the cute in MY, SG, TH

Tea beverage chain CHAGEE is stirring up joy across Southeast Asia with the launch of its limited-edition "Bes-tea" plushie collection. Blending emotional connection with local culture, the launch taps into the plushie trend with a campaign that’s both regionally consistent and locally customised.

Available in blind boxes, each plushie comes with its own backstory, character traits, and “identity card,” encouraging customers to collect them all. To build anticipation, CHAGEE released teaser videos featuring plushified versions of national landmarks — from Singapore’s Marina Bay Sands to Malaysia’s Petronas Twin Towers — appearing alongside the plushies.To build anticipation, CHAGEE released teaser videos featuring plushified versions of national landmarks — from Singapore’s Marina Bay Sands to Malaysia’s Petronas Twin Towers — appearing alongside the plushies.

Read more here.  


Related articles: 
Outlasting the gossip: Why Astronomer doesn't need to kiss its reputation goodbye  
Pizza Hut SG stretches into pop culture with Fantastic Four-inspired pizza   
UNIQLO serves up local breakfast with Ya Kun Kaya Toast collab