July, it’s been a hot one.

For the past couple of weeks, I have shared a lot of concepts and theories, so, fortunately, it's that time of the month when I wrap up the best marketing I’ve seen this month and share cool stuff, stuff that will inspire you to be bold, be brave and do something distinctive.

Does this come in home sized?

This time last week we were already sweltering under intense heat, White Claw (a hard seltzer brand) installed a 6m frost-fuelled billboard in Shoreditch that gave passers-by a respite from the ranging temperatures.

Coated in heat-proof paint and plastered with touch-activated gel centred cooling mats to absorb body heat, the billboards absorb the body heat of people interacting with the board.

For a brand that is focused on driving awareness via getting people to share the brand on their behalf, this is is a great way to get people talking.

According to all sources.

Whilst White Claw were extremely fortunate that their installation happened to be live on the absolute hottest days ever recorded in the UK, Nando’s were a lot more reactive when the temperature soared.

They created tactical full-page ads that put 19th July on the very top of their PERI-Odometer.

This is a good lesson on how to hijak the social narrative and become part of the conversation.

Sweat baby, sweat baby…

Close your eyes and picture a water brand….

Is there a rolling hill, a waterfall, maybe even a volcano? Does it feel placid, serene, natural and harmonious?

I am 99.999% sure that it does not feature a middle-aged man reenacting a 80’s Jane Fonda "sweat session" to electro-pop.

This is why I love Liquid Death Mountain Water.

In a category full of balance and purity, they are challenging the status quo and building a brand baked in irreverence and humour and designed with their target market in mind.

Dramatically breaking the category rules means that they are playing in a way that non of their competitors will ever legitimately be able to follow. This commitment to doing things differently and finding ways to show up in new and exciting ways constantly is why a brand launched in 2019 is now valued at over $525million.

You can see the full 10min sweat session here

Hack Market.

My phone is on the way out.

You know the score; It’s slowing down, it’s taking an age to load things up, it’s once amazing camera quality seems to have reverted to a 90s disposable.

But, the world does not need more stuff, so I started researching refurbished phones which is when I came across this brilliant little gem from Back Market.

This is challenger brand thinking and doing in action.

They saw an opportunity to infiltrate the purchasing decisions of people actively looking for a new phone/tablet and used AirDrop to send messages directly to people browsing devices in the Apple Store.

“The seller won’t tell you that you can buy the same model - but reduce 92% of its carbon footprint. Luckily we just did. Go refurbished"

“Did you know this iPhone is available in black, white, blue, and greener? Go refurbished.”

So I know now where I’m going for my new phone.

What did I miss, probably alot as I was away for two weeks. Hit me up, share the gems.