Wednesday, September 17

🌟 Today’s Highlights:

• Reddit shares takeaways from its Health Summit

• Google cracks down on product pricing

• There’s still time to attend The B2B Growth Show live!

• 📊 Stat of the Day: Healthcare is one of the Reddit’s fastest-growing organic categories, with +48% year-over-year growth. (Source: Reddit)

• 💡 Today’s Insight: Coca-Cola’s New Campaign is a Blueprint for Product Marketing

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⚡️ Today’s Headlines ⚡️

❤️‍🩹 Reddit recently held a Health Summit event and shared its key insights and takeaways from the  convention. The platform noted that more people are visiting Reddit to seek out support and knowledge in the healthcare space, and that (relevant) brand participation is welcomed and encouraged.

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🛍️ Google’s merchant center rolled out new policies that make your product pricing clearer to shoppers. Brands must now include costs like service or handling fees, and leave out government-imposed charges like taxes or duties.

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📽️ TikTok’s video editing app CapCut added new features. Among the upgrades is LinkedIn integration, new generative AI tools, and more multilingual translations to help expand your audience.

💡 Today’s Insight 💡

Coca-Cola turned bottle caps into conversation starters

🗞 TL;DR - Coca-Cola’s recent “Friendly Twist” campaign turned ordinary bottle caps into social connectors. The caps could only be opened by pairing them with another person’s bottle,  encouraging strangers on college campuses to interact and spark conversations.

💡 Insight - This is a masterclass in product-as-marketing:

• Built-in virality. The physical design of the bottle forced social participation, making the campaign impossible to ignore.
  

• Brilliant audience alignment. College students are primed for connection but need an excuse to break the ice. Coca-Cola gave them one.
  

• Packaging as media. Instead of just running ads, Coke used the product itself as a touchpoint to deliver an emotional brand moment.

If your product can facilitate the behavior you want your audience to have, make it part of the experience, not just the campaign.

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