People across the US are mourning the loss of Mr. Peanut, the beloved Planters mascot, following a marketing campaign that declared the 104-year-old had 'passed away'. Though it's likely a publicity stunt ahead of the Super Bowl, it demonstrates how emotive storytelling can revive cultural icons.

After being stuck inside for so long, people have pent-up desires for novel experiences. In response, KFC has launched the House of Harland, a pop-up KFC-themed hotel named after KFC founder Colonel Harland David Sanders, to give people an exciting summer staycation.

2020 rewrote the rules on what it means to be a fan as many of the IRL focal points of shared passions – such as live events – were put on an indefinite hiatus. In this Spotlight on Fandom, we explore what it means to be a fan in 2021 and how brands can connect fans to the things they love.

COVID-19 has accelerated a shift in boozing habits, with the closure of restaurants and pubs making at-home alcohol consumption the norm. But how are people replicating social drinking moments online, and how can alcohol brands participate in these occasions to earn long-term loyalty?