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Sip, share, repeat: drinks brands market feelings, not flavours
By Karl Gilbert2025-07-24T22:24:00
A sense of identity is what sells drinks in today’s scrolling economy, says Karl Gilbert, creative head at BBD Perfect Storm
What’s got the bubble tea generation fizzing? It’s not flavour – it’s feeling seen. From Prime-fuelled playground economics to Buzzball’s TikTok chaos, today’s drink brands aren’t just thirst-quenchers, they’re cultural lightning rods.
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