That "?" on the cup isn`t a mystery-flavor blind box. It`s there because this milk tea brand literally lost its own name. And somehow became one of the most-hyped bubble teas in New York anyway.

Molly Tea (茉莉奶白), one of China`s buzziest tea brands, recently parted ways with its US franchise partner at five locations across NY and LA. Instead of leaving it blank, the stores wiped every "Molly" mark off their signage and cups and dropped in a clean "?".

The move was to turn the blank into the campaign, and the mystery seems to be working. A nameless cup became the most clickable thing on the counter. Beyond the lawsuit and the drama, Gen Z just treats it as content.

#radii #radiimedia #mollytea #奶茶 #marketingstrategy ...

This video just hit a whole new level of complicated.

No one would’ve thought these two concepts could work together. Just think about it. @erling breathes fire, speaks Mandarin, and sells you 200-year-old herbal tea, and the campaign could not care less whether it makes sense. It even got to the point where people thought it was AI. But it‘s real. Maybe, among a thousand algorithms and everyone fighting for attention, brain rot advertising finally wins.

@walovi_official , the global face of Wang Lao Ji (王老吉), built the whole campaign around shàng huǒ (上火), a Chinese idea of ”internal heat“ that English has no clean word for. So they didn’t translate it. Instead, they used the most direct visual language to show what the drink actually does, out-weirding the language barrier with fire, barbecue, and a remixed terrace chant until the feeling lands before you have the vocabulary for it.

Can‘t really get this music out of mind while writing this post.

#radii #radiimedia #王老吉 #erlinghaaland #worldcup ...