When brands go too far: the Coldplay kiss-cam cautionary tale

Hello there,

This week’s roundup kicks off with a kiss—specifically, the viral Coldplay concert kiss-cam moment that brands couldn’t resist commenting on. But while the internet laughed, the fallout raised serious questions about the reputational and legal risks of real-time brand participation in messy, personal moments. Alongside that, we dive into AI's role in go-to-market strategy, evolving attitudes toward AI search, and what Gen Alpha really wants. Let’s get into it.

When brands jump into viral chaos, where’s the line?

After a scandalous kiss-cam moment at a Coldplay concert went viral, dozens of brands jumped on the trend with cheeky posts—some crossing the line. This article explores the reputational and legal risks of real-time brand engagement with sensitive viral content, and why not every trending moment is worth chasing.

Marketers may be overreacting to AI search

A new study suggests fears around AI-powered search ruining marketing visibility may be overstated. It turns out that while AI summaries are changing behavior, traditional results still carry weight—especially for categories that require trust, comparison, or complexity.

WhatsApp ads are officially happening

WhatsApp’s ad rollout is moving from speculation to reality. This article looks at how Meta is approaching monetization on the world’s most popular messaging platform—and what it could mean for brands looking to engage in more conversational, direct ways.

Using ChatGPT as your GTM co-pilot

This deep dive explores how startups are rethinking their go-to-market playbooks with ChatGPT—automating tasks like competitor research, email drafts, and positioning frameworks. It’s not about replacing marketers, but about giving them a sharper, faster edge.

Whether you’re rethinking your search strategy or plotting how to sneak your brand into cultural moments, the marketing game keeps evolving. If any of these stories sparked ideas (or debates), hit reply—we’d love to hear how you’re applying them.

See you next week 👋

Signing off,

Team ‘Luru