Some Things Don’t Change

Introduction

Welcome to another exciting week!

Table of Contents

• Best Ad of the Week

• Latest Trends and News

• Weekly Tip

• Weekly Challenge

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Best Ad of the Week

KFC – “Still Finger Lickin’” (2025 Global Brand Campaign)

KFC’s “Still Finger Lickin’” brings back its most iconic line after years of silence, but with a twist. The ad shows people trying very hard not to lick their fingers. A man wipes his hands on a napkin, then pauses. A woman hesitates, looks around, gives in. A group of friends all resist… until one starts, and the rest follow. No voiceover. Just the sound of fingers, crunch, and small moments of surrender. The line appears at the end: “Some things don’t change.”

Key marketing lessons
• Reclaim brand assets confidently: KFC proves that iconic slogans gain power when they’re rested, not overused.
• Build around behaviour, not copy: The campaign works because it’s based on a real, slightly guilty habit everyone recognises.
• Let restraint create impact: Minimal dialogue and slow pacing make the payoff feel earned.
• Nostalgia without repetition: Instead of explaining the slogan, KFC lets people rediscover it through action.
• Trust familiarity over reinvention: The brand shows that returning to what made you famous can feel fresh when done with control.

Sometimes growth doesn’t come from finding a new idea. It comes from knowing exactly when to bring the old one back.

Latest Trends and News

Google Pushes AI Into Campaign Planning
Google is testing tools that suggest full campaign structures before launch, including formats, audiences, and creatives. Planning is moving from manual setup to AI-assisted strategy.

Meta Prioritises Sales Messaging Over Traffic
Meta is shifting optimisation signals toward conversations that lead to sales, not just clicks. Ads that drive meaningful chats on WhatsApp and Instagram are receiving stronger delivery.

Mango Tests App-Only Campaigns
Mango is piloting product launches and promotions available exclusively through its app. The strategy focuses on building habitual usage of owned channels rather than relying on paid reach.

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Weekly Tip

Design the Message Before the Words

Strong content starts with thinking, not writing. When the idea is clear, the words follow easily.

• Decide the main point before drafting anything
• Choose the order in which ideas should be discovered
• Write only after the structure is set

Clear thinking creates clear communication. Writing is just the final step.

Weekly Challenge

Scroll Stopper Test

This week, focus only on the first two seconds of your content:

• Create one post where all your effort goes into the opening line or first visual
• Make it specific, slightly unexpected, or clearly benefit-driven
• Keep the rest of the content simple and supportive
• Track reach and retention compared to your usual posts

If you win the first two seconds, the rest has a chance to matter.

Submissions + Feedback

Hope you enjoyed today’s post, if you know someone who may be interested, feel free to send it to them.

Also, if you want me to cover any specific subject on the next issue or share some feedback, feel free to reply to this email.