Still Works

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

Oreo – “Twist, Lick, Dunk. Still Works.” (2025 Global Campaign)

Oreo’s “Twist, Lick, Dunk. Still Works.” is built around stubborn consistency. The ad shows different generations eating Oreos in wildly different contexts: a kid at a kitchen table, a teenager on a gaming headset, a couple on a late-night train, a grandmother in silence with a glass of milk. Everything around them changes. The ritual doesn’t. No narration. Just the familiar sequence, repeated. The line lands at the end: “Some habits don’t need updating.”

Key marketing lessons
• Protect iconic behaviour: Oreo understands that its ritual is more valuable than any product innovation.
• Consistency creates comfort: In a fast-changing world, familiarity becomes an emotional anchor.
• Let the audience do the work: By repeating the same action across contexts, viewers project their own memories into the ad.
• Product as ritual, not snack: Oreo is positioned as a moment people return to, not something they replace.
• Confidence in staying the same: The brand resists reinvention and turns continuity into its competitive edge.

Sometimes the smartest marketing move isn’t changing the story. It’s proving why it never needed to change.

Latest Trends and News

Google Shifts Focus to Post-Click Quality
Google is placing more weight on what users do after clicking an ad, not just the click itself. Signals like engagement time and interaction depth are increasingly influencing campaign optimisation.

Meta Prioritises Reels in Media Buying
Meta is quietly steering more budget delivery toward Reels across campaigns, even when advertisers don’t explicitly choose the format. Short-form video is becoming the default, not the option.

Primark Strengthens App-First Marketing
Primark is expanding app-only announcements and early access promotions to drive repeat visits. The brand is using owned channels to build demand before any paid amplification.

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Weekly Tip

Decide the Reading Speed

Not all content should be consumed the same way. Some pieces should be skimmed, others should slow the reader down.

• Decide upfront if this is skimmable or reflective content
• Use short lines for speed, longer ones for depth
• Align pacing with the importance of the message

When you control reading speed, you control attention.

Weekly Challenge

Content Comment Hook

This week, use comments to extend the life of your posts:

• Publish one post with a short, clean caption
• Add a second hook, example, or clarification as the first comment
• Pin that comment so it becomes part of the content
• Reply to every response under it to keep the thread active

By shifting part of the value into comments, you encourage interaction and often increase reach without changing the post itself.

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.