More from the week

Folgers updates a classic without losing the hook. The coffee staple remixed “The Best Part of Wakin’ Up” into a layered mashup of recognizable “wake up” tracks, expanding its meaning from morning ritual to all-day energy in one seamless move.

⚡ Get inspired: Start simple, then build. In Soundtrack to Success, see how Pandora evolved from early interactive emails to fully 1:1 personalization and achieved a 6x increase in reach.

Squarespace turns a URL into a plot twist. The website platform’s latest cinematic spot follows Emma Stone trying to register emmastone.com, only to find it’s taken, reframing domain ownership as something unexpectedly personal.

⚡ Get inspired: Loyalty grows when customers feel recognized. Our Perks, Points, and Proof lookbook highlights campaigns that reinforce progress and make relationships feel mutual.

Tony’s Chocolonely makes the message impossible to miss. The ethical chocolate brand’s first global TV campaign stages a wrestling match between “Tony” and “X-Ploitation,” giving a physical form to the darker side of the cocoa industry.

⚡ Get inspired: Retention isn’t about more messages, it’s about better ones. This blog explores why thoughtful, personalized experiences outperform high-volume sends every time.

That’s the drip.

This week proved it: new isn’t always better. A fresh take on a familiar idea can go even further.

Keep what works, refine the meaning, and give your audience a reason to see it differently.