Just a year after the Oxford Dictionary named the 'crying with laughter emoji' 2015's word of the year, we may have reached peak emoji – or brands have, at least. Research shows that over half of Brits think brands are trying too hard with their use of heart eyes, winky faces and poop emojis.

Brands have long used famous faces in adverts to reliably boost the awareness and sales of their products. But what is it about star endorsements that make people stop and pay attention? And how is a desire for authenticity changing the expectations for celebrity partnerships?

Wholesome Memes don't aim to deride, discourage or disrespect, instead they’re about celebrating love, friendships and life itself. Memes used to be pithy or cynical reactions to cultural events, but now subreddits like /r/wholesomememes are using the format to spread a little positivity.

Food start-up Smuus has launched a peach-flavoured smoothie called ‘impeachment’, in reference to President Trump. By making their values known, but keeping their political commentary playful, Smuus is angling to appeal to both the politically-minded and neutral parties.