Everyone is clicking cancel on Andrew Tate, add to basket on live commerce and into place with Coca-Cola’s Dreamland.

FYI: We hate Andrew Tate now.

Andrew Tate can’t sit with us anymore. Or anyone, anywhere, ever.

The former boxer, turned entrepreneur and TikTok influencer, has been cancelled with a capital C after clips of him being a giant ass went viral. Ass because of his backward views, that is. (And because he is, in fact, an ass)

In a series of resurfaced videos, he can be seen declaring that women belong in the home, can’t drive and are a man’s property. While in other clips, he claims that rape victims must “bear responsibility” for their attacks and that he only dates women aged 18–19 because he can “make an imprint” on them.

He even speaks openly about inflicting violence on women, with one video explaining how he would act if a woman accused him of cheating.
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Domestic abuse charities have spoken out against the content, voicing serious concern that his misogynistic messaging has the ability to radicalise young men and result in real-world harm and violence.
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The videos have racked up nearly 12 billion views on TikTok, with the platform facing calls to remove all content featuring him.

Do you hear us?! C-A-N-C-E-L-L-E-D.

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Live commerce is transforming the shopping experience

I see it. I like it. I want it. I got it.

Some sage words from Ariana Grande who may or may not have predicted the advent of live commerce many years ago.

The FOMO generation of consumerism is driving a new trend across e-commerce and online shopping platforms of live video shopping experiences, where viewers can purchase a product as it is being promoted.

By blending entertainment and human connection with instant purchasing and convenience, live commerce offers retailers, brands and digital platforms a new channel with enormous scope for creating value, accelerating conversion, and improving brand appeal and differentiation.
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In China, live commerce has transformed the retail industry and established itself as a major sales channel in less than five years. In a 2020 survey, two-thirds of Chinese consumers said they had bought products via livestream in the past year.
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And it’s not going unnoticed in the West. Instagram and Instagram Live have been upgraded to include shopping capabilities, Facebook is working on a native livestream shopping tool, positioning itself as the new QVC and TikTok is partnering with retail giants to offer goods via livestreams.
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So basically, jump on the bandwagon. It’s on the road to success.

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(And for the record, there will be another QVC)

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COKE | TASTE THE WONDER

Coca-Cola is inviting people to experience dreams in the real world as the fourth and final part of its Creations Drop 2022.

Coca-Cola Dreamworld bottles up the ‘technicolour tastes and surrealism of the subconscious with an invitation to savour the magic of everyday moments and dream with open eyes.’ Sounds like a flavour profile for a psychologist, but okay.

The drink, which will be available in the US and Canada from mid August, will add playfully vibrant flavours to the unmistakable taste of Coca-Cola; but it’s not just what’s in the bottle that’s dreamy.

Consumers will be able to scan any Dreamworld package on their mobile phone to access the Coca-Cola® Creations Hub, where they can enjoy an Augmented Reality (AR) music experience created in collaboration with Tomorrowland; download an exclusive Dreamworld-inspired digital fashion collection for the metaverse via a partnership with DRESSX. The launch will also involve a series of out-of-home creative executions and experiential activations.
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“Coca-Cola Dreamworld taps into Gen Z’s passion for the infinite potential of the mind by exploring what a dream tastes like,” said Alessandra Cascino, Creative & Shopper Program Director.
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The Coca-Cola Creations platform—which debuted in February - reimagines the brand across physical and digital worlds via sequential, limited-edition flavours, designs and experiences.

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