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11 November 2022
Author: The Future Laboratory
Image: The Feel Good Marketplace by Woo, UK
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Mira by Marks & Spencer, UK
2. A virtual influencer becomes Marks & Spencer’s newest ambassador
UK – British high street behemoth Marks & Spencer has announced a new addition to its M&S Insiders influencer programme in the shape of a virtual persona – the first digital character representing a high street retailer.
Named Mira – which stands for Marks & Spencer, Influencer, Reality, Augmented – the avatar has been developed in collaboration with tech agency Happy Finish. The content posted by Mira, including fashion tips, style inspiration and the brand’s latest collections, will be created by M&S’s in-house team.
The move is part of the retailer’s ongoing experiments with emerging technologies, designed to connect with younger audiences and diversify their community.
Anna Braithwaite, the director of marketing for clothing and home, adds, ‘We are excited to welcome Mira – UK retail’s first virtual influencer – to our M&S Insiders family. A virtual influencer means we can be more fleet of foot in responding to trends and conversations and it opens possibilities in both the physical and virtual worlds in the future.’
Virtual personas entering the high street retail sphere signals the growing avatar influence, propelling the concept from niche and digital-first players to a much larger and diverse mainstream audience.
4. Juvee’s energy drinks promote playfulness over performance
US – Newly launched Juvee is shaking up the energy drinks sector. Created by Matthew ‘Nadeshot’ Haag – former e-sports champion and founder of 100 Thieves – the brand elicits playfulness in everyday life, thanks to the elevated mindsets and steady energy levels supported by the drink. Short for 'rejuvenation', Juvee’s functional formulation is designed to boost energy, sharpen focus and promote overall wellbeing.
Branding agency Zero created visuals and digital experiences to mirror the inclusive and youthful spirit of the brand. Each element was designed to convey Juvee’s lively personality, from the use of vibrant colours and patterns to bubbly animations that reflect the effervescence of the drink.
'Juvee champions the playful spirit that lives inside everyone. We’re not out here hating on hustle culture, but we also know that how you feel is just as important as what you do,’ explains Carli Nicholas, Juvee’s director of marketing.
In a market dominated by performance-focused drinks, Juvee’s refreshing approach will resonate with the sober-curious, matcha-over-coffee Gen Z tribes, who want alternative energy drinks matching their preferences.
Juvee, US
