Logo Botox

Twix has entered its “just a little filler, nothing drastic” era. They’re calling it a rebrand, but let’s be honest — it’s more of a refresh.

Gone is the beloved pause icon from the ‘i’ (RIP clever visual puns), replaced by a logo that looks like it’s been time-warped back to 1979, moisturised, and sent into the world with a fresh blow-dry. It’s nostalgic. It’s subtle. It’s branding’s version of Botox. And honestly? It works.
In an era marked by uncertainty, conflict, and constant flux, consumers are clinging to brands that feel familiar. Comfort, continuity, and trust are the new brand equity, but we still want things to look current. That’s why these heritage tweaks hit different. They nod to the past while keeping one foot firmly in the now.

Coke’s done it. Google’s done it. Burberry’s literally brought the serif back from the dead. We’re not in the age of reinvention; we’re in the age of restoration.

The new Twix campaign tagline? “Two is more than one.” Groundbreaking. But hey, when your product is quite literally two delicious chocolate-coated biscuits in one wrapper, you don’t need to reinvent the caramel wheel. Just add a soft filter lens.

EVs Gone Wild

Meanwhile, in Aussie EV-land, it’s starting to feel as busy as the sausage sizzle line at Bunnings.

Eight of the top ten best-selling EVs in Q1 2025 were Chinese-made. BYD, MG, Geely — once seen as fringe players — are now squarely in the fast lane, undercutting legacy brands on price and flooding the market with feature-packed, budget-friendly models.
While Tesla’s Model Y and 3 still claim the top two spots, their Q1 sales are down nearly 60% year-on-year. Meanwhile, the BYD Sealion 7, MG4, and Kia EV5 (assembled in China) are climbing fast.

It’s clear that Australia’s EV market isn’t just growing; it’s being redefined. And not by performance or tech, but by brand positioning.

With the field this crowded, specs alone won’t sell.

When the product quality is comparable, and the tech is virtually standardised, what’s left? Branding. Loyalty. Identity. Perception.

Chinese EV brands are doing well because they aren’t just selling electric cars. They’re repositioning themselves as desirable, future-forward alternatives.

So yes, the EV market is evolving fast. But the real race? It’s not under the bonnet. It’s in the brand strategy.

Who’s really winning the EV race?

Spicy Moves

Old dog, new (slightly spicy) trick.

XXXX, the classic Queensland beer that divides the nation more than pineapple on pizza, has dropped a ginger beer.

Simply called XXXX Ginger, it’s lighter. It’s fizzy. It’s made with real ginger juice (which we assume means other brands aren’t using real ginger or ginger juice?) Regardless, it’s clearly a nod to Australia’s growing thirst for “alco-but-make-it-mild” options.

But it’s also a smart move in other ways. With ginger beer now one of the fastest-growing alcoholic categories in Australia, XXXX is tapping into a new generation of drinkers, the ones who care less about tradition and more about taste (and ABV under 4%).

It is nice to see a traditionally “blokey” brand branch out into something not so blokey – it’s bold pivot for a legacy beer brand best known for sweltering days, backyard BBQs, and being “full-strength” in more ways than one. However, they have kept the branding pretty much the same as the Gold cans – replacing its yellow facade with an orange one – which does suggest they’re wanting to make sure they’re not alienating their staunchly loyal customer base.

Will the move pay off? Have you tried one?

As our resident Operations Director and proud redhead, Sam is giving us the final word: “everyone loves a spicy ginger, right?”

DupeTok

In what can only be described as peak 2025 energy, Chinese factories are now going viral on TikTok for selling “factory direct” dupes of everything from Birkenstocks to Hermès bags.

While they’re claiming they’re the real deal, the behind-the-scenes videos are leaning into the thrill of the almost-authentic — showing off production lines, $10 price tags, and AliExpress links while shouting “Hello boss! Factory price!”. So are people actually falling for this? Or are Chinese factories having the last laugh?

As The Verge explains, these clips tap directly into American (and, let’s be real, global) frustration with luxury pricing, supply chains, and the sense that everyone’s being ripped off. Some of the products are clearly knock-offs. Some are passable dupes. All are sold with the same cheery confidence you’d expect from someone selling you knock-off handbag in Bali.

It’s less about selling fakes and more about selling a fantasy: that you’re a savvy shopper sticking it to the system. Meanwhile, Chinese sellers get to dodge huge tariffs, manipulate perception, and cash in on the West’s addiction to a bargain – and consumerism.

The strategy? Clever. The bags? Questionable. The implications for global trade and consumer trust? Kinda terrifying.

Social Ambitions

OpenAI is reportedly developing its own social media platform — a move that would put it in direct competition with X and Meta. While still in early stages, the prototype includes a social feed showcasing AI-generated images, hinting at a broader push to integrate user-generated content and real-time data into its ecosystem.

It’s unclear whether it’ll be a standalone app or built into ChatGPT, but one thing’s for sure: OpenAI wants real-time user data like the big dogs (Meta, X) — and owning a social platform would give it access to live behavioural data, which is a crucial ingredient for training and refining AI models in real time.

Sites that Slap

Our web dev Pav is currently dry-heaving into his keyboard, but we’re gonna say it anyway: if you’re a small biz on a small budget, templated website builders have come a long way. With a bit of strategy and a sprinkle of agency magic (hi 👋), they can absolutely do the trick – but ONLY in these instances… read more here.

Keen To Dive In?

If you love what we’ve shared above and want to be kept in the loop with our weekly email, The Brief, you can sign up here. We’ll only send you things we love and think you’ll find useful, and you can unsubscribe at any time. And if you need some help exploring any of the above within your own marketing strategy, or you need a rebrand, a custom website built from scratch, Google or social ads, print materials, blog posts – or the whole lot – we’d love to chat. Drop us a line here.