INCYMI: December

First up we have Tesco, helping you be a little more Christmas, positing a world where you can transform into a giant Christmas ornament upon visiting their store. The ad manages to be heart-warming and not the Lovecraftian nightmare it could be, focusing on a father’s journey to jolly his son into the holiday spirit.

Following a similar theme of parental bonding, a mother and daughter go on a quest to give a gift to Santa in Boot’s newest ads. The family drop off gifts along the way, combining the twin Christmas values of giving and rampant capitalism. The only thing stopping them from entering the big league this year is the next company, who manages to pull off a similar premise in a sweeter way.

The modern image of Santa Claus as a jolly, red-suited man was popularised by Coca-Cola in the 1930s, and they aren’t going to let you forget it. The 2023 festive ad ‘The World Needs More Santas’ is an ode to kindness and iconic branding.

Apple is making sure you pray at their shiny, chrome altar this year, with two campaigns that knock it out of the park. Both playing on the ideas of togetherness and storytelling, their Christmas ad, ‘Fuzzy Feelings’, tells the heart-warming story of a woman looking at her grumpy boss with new eyes, thanks to the help of some highly emotive stop-motion animation. The second, brought to us by Taika Waititi, is a sweet short about accessibility, as a little girl tries to find a voice for her furry monster pal.

Not every Christmas ad is here to shove togetherness down our throats though, as Q Mixers remembers some of us have to spend this time with our sky-news watching uncle or hippy cousins. Fix Your Cocktails, Not Your Family is a campaign to remind viewers nothing can stop you from having to talk to your extended family this Christmas, but you can get so blind drunk you don’t remember what they said.

KFC is releasing a perfume, as apparently not all of us worked at a drive-thru counter during our teenage years and still cringe when we think of the smell.

Speaking of horror, Queensland Health has decided if that Baz Luhrmann song didn’t work, they’re gonna terrify you into slip, slop, slapping, dammit! The resulting horror-movie inspired campaign does a great job of reminding Australians the sun is not our friend and wants to kill us at all times.

Maccas erected a giant soft-serve machine in St Kilda last weekend to celebrate the launch of their new Chocolate flavour. Apparently they went the whole two days without anyone sticking their mouths underneath the nozzle like a Simpsons cartoon, proving everyone on that beach was a coward.

Looking for something to watch these holidays? Australian film distributor Umbrella Entertainment has created a free streaming service focusing on classic Australian film and television content. There’s plenty here to help you tune out almost all the family arguments and annoying relatives until the fresh hope and freedom of January kicks in.

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INCYMI: October

Do you like scary movies? Burger King and Jack in the Box, two American fast-food joints, have both acknowledged horror movies are the greatest forms of cinema and are serving classic scary scenes to advertise their newest cuisine. First up, we’ve got Burger King drawing from the 90’s playbook with references to classics like “Scream” and “The Ring.” But Jack in the Box has gone the extra cinematic mile, with a seven-minute short film that plays like a Goosebumps episode, if they had a budget and some childhood trauma to work through.

Bacardi is also getting into the Halloween spirit with a new set of ads paying homage to classic horror films like “Poltergeist” and “The Shining,” along with a glow-in-the-dark edition of their spirit. Note: the bottle is glow-in-the-dark, not the liquid. Do not drink glow-in-the-dark liquid. It’s either a harmful chemical, or going to re-animate the dead — either way it’s not good.

Vodka Cruisers, a brand exclusively associated with your poorest life decisions at eighteen, has created its own streetwear range. Cruiser Couture, a name you can somehow taste, was launched at a bottle-o drive-through, transforming it into a makeshift catwalk. Stay classy, Australia.

Great news for people who like It’s Always Sunny in Philadelphia and whisky, the McLaren’s gang has launched a whisky. The ad targets those fed up with celebrity alcohol ventures, reminding everyone it’s better the devil you know. You don’t want a big corporation in your whisky, because of the implication.

Have you found your soulmate, but neither of you have any friends? Mountain Dew’s new campaign will throw one couple an all-expenses-paid wedding where the only people who can attend are strangers. Even the best man and maid of honour will be chosen at random. If you were planning to elope, but are willing to commit to a bit, as well as each other, this might be for you.

Most of us are only reminded of our regrettable romantic partners when we pass an old date-night spot, or see a red flag. Some unlucky souls have a permanent reminder right on their skin. For those looking to erase their questionable choices completely, Tinder is joining forces with a London tattoo shop to help those stuck with ink they’d rather forget – offering a service to remove tattoos of your ex’s name.

Get in losers, we’re fighting online scamming. October 3rd has the unique honour of being both Mean Girls Day and World Romance Scam Prevention Day. Tinder has teamed up with Mean Girls actor Jonathan Bennett (Aaron Samuels, for those who don’t recognise him without his hair pushed back) for a fun, reference filled warning of the potential dangers of scammers. Don’t give your bank details to strangers on the internet, cause you will get pregnant and die.

A not-so-fun fact: Men are twice as likely to get skin cancer due to lack of awareness about daily sun protection. To combat this, skincare brand Pavise is packaging its SPF like condoms to encourage men to “practice safe sun.”

Want to see something really scary? Chinese beer company Tsingtao, is having a PR nightmare after one of their workers was filmed urinating into a tank. I guess sinking some p*ss on the weekend just took on a whole new meaning.

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Press Release: The Incubator wins PropertyMate account in competitive pitch

The Incubator wins PropertyMate account in competitive pitch

PropertyMate has appointed The Incubator as its creative services agency following a competitive pitch. The decision to collaborate with The Incubator comes as PropertyMate prepares to significantly ramp up its national identity within the property app market.

At this pivotal moment in a new phase of expansion, PropertyMate requires an agency who can help them fill out their brand identity and pinpoint their core positioning, in order to deepen their unique foothold in the market. Rather than tackling the existing big players with an identical product, PropertyMate’s unique user experience takes consumers on a journey of discovery, enabling them to find properties they may not otherwise have seen or considered. 

The Incubator aims to firmly establish PropertyMate as a household name, through a careful process of business development strategy, brand evolution, positioning and expansion. 

“We are honoured to join forces with PropertyMate,” said Jeremy Walsh, CEO of The Incubator. “The Incubator loves working with challenger brands, and these guys are all set to shake up the Australian property industry. We’re thrilled to join them on this ride and look forward to helping them smash their growth targets going forward.”

This partnership represents an exciting opportunity for The Incubator to help build PropertyMate’s brand awareness, as they have done for similar challenger brands such as Tradie and Brick Lane. With a history of long-held client relationships and a passion for blazing their own trail in the advertising and marketing sphere, The Incubator is poised to deliver compelling results for PropertyMate.

Find out more at

About The Incubator:

The Incubator is an independent, South Melbourne-based, full-service advertising and marketing agency, known for its innovative creative, strategic thinking, and commitment to delivering exceptional results. With a diverse portfolio and team of experienced professionals, The Incubator is dedicated to helping businesses develop, grow and thrive.

For media inquiries or more information about The Incubator, please contact:

Jeremy Walsh

Managing Director
The Incubator

25 Buckhurst Street
South Melbourne  VIC  3205

Tel: +61 (03) 9016 7802
Mob: +61 (0)411 749 968

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Press Release: Say G'Day to Tradie Beer in Latest Spots via The Incubator

Say G'Day to Tradie Beer in Latest Spots via The Incubator

Tradie, the iconic brand known for undies, rugged workwear, and body spray, is stepping into the next great Australian territory – beer!

“Tradie making a beer seemed like the next logical step,” says Tradie founder Ben Goodfellow. “Since I created the brand in 2010 I’ve always hoped to one day expand the brand into beer. With a huge amount of “hard work“ developing our beers we couldn’t be more proud to bring them to the Aussie market. We’ve always been about keeping things light, fun, and meeting the needs of our Tradie customers and now, they have a beer they can truly call their own.”

Introducing Tradie Beer, the brew that embodies the heart and soul of Australia. Joining us as the faces of this exciting journey are none other than Essendon Ruckman Sam Draper and the legendary Pro Surfers Jackson Baker and Matt Wilkinson. In a classic Tradie-style outback adventure, these Aussie legends are camping, fishing, and enjoying a cold one, celebrating the enduring spirit of Aussie mateship.

Kyran Docker, Creative Director of The Incubator says, “With the Launch of Tradie Beer, we wanted to go back to fundamentals: the red dirt under our feet, the cold beer in your hands, and the mates by your side.”

Tradie Beer currently offers a range of options to satisfy every palate, including a Zero Carb Lager, Lager, and Pale Ale. These brews are making a splash in selected Liquorland, First Choice, Vintage Cellar stores, and online. Aussie beer lovers are embracing them faster than you can say “Ahhhhhhhhhh.”

Keep your eyes peeled as the campaign rolls out over the summer months – or get a sneak peek of the first spot right here:

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It’s time to play the music, it’s time to light the lights, cause Muppet rockers The Electric Mayhem have teamed up with Spotify. The streaming site has released a rockumentary going “behind the scenes” of the band’s visit to Spotify studios, ending with a jam session that goes harder than any pieces of felt should be able to. Everyday it gets harder to remember these guys are puppets and not actually alive.

Edgy canned water company Liquid Death has unleashed an ’80s dance-pop album based on internet hate received by the brand. Featuring hits like “It’s Dumb and I Won’t Buy It” to “Rather Cut My Own D**k Off,” Greatest Hates Vol.3 is the perfect album for when you just want to bop out to your own vitriol.

Ever had to cringe your way through a sexist movie scene and wished you could make it stop? If you answered yes, today’s your day. If not, we need to have a chat about feminism and the patriarchy. Have a seat. The Mayor of London’s anti-misogyny campaign is based around an interactive ad allowing you to break up a sexist conversation between a group of young men once you feel the conversation has gone too far.

In one of the cleverest adverts of the year, a French media agency have used VFX for an exceptional ad showcasing soccer highlights. Put your trust in our taste and watch it all the way through.

Modibodi has released a sitcom on TikTok. I’m Dying Inside follows four housemates as they get into your typical sitcom hijinks, although more centred around their crimson waves than your typical episode of Friends. So no one told you your period was going to be this way…

To mark the one-year anniversary of the U.S. Supreme Court’s decision to overturn Roe v Wade, a PSA supporting women’s health is offering an interesting warning: press the skip button and they’ll fund abortions. The ad opens by explaining, “Skip this ad and we’ll provide free family planning medication to someone in need. It’s your choice.” Must be nice, the whole choice thing.

European broadcaster Arte has programmed a special summer season around siblings, with showings of movies like The Blues Brothers and Rain Man. To advertise this they’ve focused on a much more realistic sibling dynamic — think less ‘heart-warming hugs’ and more ‘sorry don’t tell mum, you can hit me back and we’ll be even’.

Weird Barbie, Kate McKinnon’s world-weary outcast from the Barbiemovie is getting her very own doll, graffitied face and eternal splits included. Although one could argue weird barbie cannot be sold, she must be made by a creative and destructive child.

There’s been an unprecedented level of marketing for Greta Gerwig’s record breaking film, and one of the more creative pieces of advertising comes via Bumble turning Barbie into your personal wingman. The promotional experience featured Barbies giving users suggestions for compliments to send to your matches. Although in an important distinction: you can’t send these compliments to the characters themselves, ’cause even in the veritable utopia of Barbieland, you cannot match with Margot Robbie.

Siri, play Dancing With Myself. UK-based sex toy company Love Not War’s latest campaign asks you to break up with your showerhead. The hilarious and semi-NSFW ad tells the tale of shower heads being dumped for a more sustainable solution.

In the most Aussie development ever, Uber Eats is petitioning to rename our capital to Can-beer-a in a new stunt highlighting their expanded drinks delivery service. Outside of billboards, they also enlisted a town crier to carry the petition to Parliament. Scratch that, the petition actually going through to parliament would truly be the Aussiest thing ever.

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Embracing Values That Resonate:

Taglines are the snappy little phrases that brands use to squeeze their entire personality into a bite-sized nugget. It’s like trying to fit a T-Rex into a teacup, but hey, we love a challenge! When crafted with finesse, a tagline becomes the clever icebreaker at a networking event, captivating attention and leaving an indelible impression. In this article, we delve into the importance of tagline creation and the art of squeezing your brand’s essence into a bite-sized nugget of brilliance.

So, how exactly do you squeeze your brand’s essence into a bite-sized nugget of brilliance?

Cutting Through the Noise

In a crowded marketplace, standing out from the competition is a never-ending battle. This is where a well-crafted tagline emerges as your secret weapon. A tagline cuts through the noise and captures attention. It is the first impression, elevator pitch, and rallying cry of your brand all rolled into a few carefully chosen words. A memorable tagline differentiates you from the sea of forgettable whispers, transforming your brand into a shout that reverberates through the crowd.

Distilling Personality and Purpose

Creating a tagline is an art form that requires careful consideration and a deep understanding of your brand. It’s about distilling your brand’s personality, purpose, and values into a concise statement that resonates with your target audience. Take everything you’ve learned so far about analysing your brand’s unique attributes and defining its core identity. Consider the emotions you want to evoke and the message you want to convey. Then smoosh it all into a tagline that captures the essence of your brand and leaves a lasting impact on your audience.

For example, Disneyland’s tagline has been “the happiest place on Earth” for decades. This catchy phrase is simple and immediately speaks to everything the mouse stands for: whimsy, joy and global domination. 

Crafting Brilliance: Elements of an Effective Tagline

An effective tagline possesses certain key elements that elevate it from mere words to a powerful statement. There are four basic bits of criteria to consider: 

  1. It should be memorable—something that sticks in the minds of your audience 
  2. It should be clear and concise, conveying your brand’s core message succinctly. 
  3. It should be aligned with your brand’s voice and tone, reflecting its personality and resonating with your target market. 
  4. A great tagline sparks an emotional connection, evoking feelings that forge a lasting bond between your brand and its audience.

By distilling your brand’s personality into a bite-sized nugget of brilliance, you cut through the noise and make your brand unforgettable. So, embrace the challenge of tagline creation, unleashing the power of your brand’s unique voice. 

Looking to craft an unforgettable tagline for your brand? Unlock the secrets to creating a captivating and memorable brand message.

Email us at to find out how The Incubator can help you develop a standout tagline that sets your brand apart from the competition.

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In the vast sea of brands competing for attention, it’s crucial to have a clear and concise way of communicating what makes your brand truly stand out. Enter the elevator pitch, a powerful tool that allows you to distill the essence of your brand into a brief, persuasive speech. It’s the art of capturing attention, generating interest, and conveying your brand’s individuality in a matter of seconds. In this blog post, we delve into the significance of the elevator pitch as a vital component of brand guidelines. Discover why mastering the elevator pitch is key to defining your brand’s uniqueness, differentiation from competitors, and overall success.

The Importance of Boiling It Down:

In a world filled with noise and information overload, attention spans have become shorter than ever. Capturing someone’s interest and making a memorable impression within seconds is no easy feat. That’s where the elevator pitch comes in. It forces you to distill your brand’s essence and value proposition into a concise, compelling message that cuts through the clutter. By honing in on the core elements that differentiate your brand, you’re able to communicate its unique selling points in a way that resonates with your target audience.

Defining Your Unique Differentiation:

Crafting an elevator pitch requires deep introspection and a thorough understanding of your brand’s positioning in the market. It prompts you to ask critical questions such as: What sets us apart? What problems do we solve? What unique value do we bring? By answering these questions, you’re able to identify your brand’s unique differentiation and key selling points.

The Elevator Pitch: Your Brand’s Secret Weapon:

The elevator pitch is more than just a quick introduction or a sales pitch; it’s your brand’s secret weapon. It’s the gateway to capturing attention, sparking curiosity, and creating memorable connections. With a well-crafted elevator pitch, you have the power to leave a lasting impression and differentiate your brand from competitors.

In the realm of brand building, the elevator pitch plays a vital role in defining and communicating your brand’s unique differentiation. It’s the distilled essence of what makes your brand special, memorable, and valuable. By mastering the art of the elevator pitch, you equip your brand with a powerful tool that sets the stage for effective brand guidelines and ultimately leads to success in a crowded marketplace. So, embrace the elevator pitch and unlock the key to unveiling your brand’s individuality and differentiation.

Ready to craft an elevator pitch that makes your brand shine?

Contact us at to discover how our brand experts can help you develop a compelling and impactful elevator pitch as part of your brand guidelines project.

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What are Customer Avatars?

Picture this: You’re an artist creating a masterpiece, and your canvas is your business. But before you can even pick up your brush, you need to understand who you’re painting for. That’s where customer avatars come in. They are fictional, generalised representations of your target or existing customers. These characters embody the hopes, dreams, fears, and desires of your ideal audience. They’re like Sherlock Holmes meets Dr. Frankenstein, helping you piece together the puzzle of your customers’ minds.

Unveiling the Secrets: Why Customer Avatars Matter

Customer avatars are the gateway to unlocking the secret to customer connection. By delving deep into their psyche, you gain profound insights into their challenges, pain points, and aspirations. It’s like having a backstage pass to their thoughts and emotions. Armed with this knowledge, you can tailor your marketing strategies to resonate with them on a personal level. It’s the difference between whispering sweet nothings in their ear and shouting into the void.

The Creation Process: Building Your Avengers of Avatars

Creating customer avatars is an art form in itself. It requires a blend of creativity, research, and a touch of telepathy (we kid, we kid). Here’s how to assemble your team of avatars:

  • Investigative Research: Get your detective hat on and dive into the world of data and analytics. Study your existing customers, conduct surveys, and unearth those nuggets of information that reveal who they truly are.
  • Paint a Picture: Once you’ve gathered your intel, it’s time to bring your avatars to life. Give them names, ages, professions, and even quirky hobbies. Get specific and make them as real as possible.
  • Empathy is Key: Now that your avatars have identities, step into their shoes. Understand their pain points, challenges, and what keeps them up at night. What are their goals and aspirations? The more you empathise, the better you can address their needs.

Putting Your Avatars to Work: Marketing Magic Unleashed

With your avatars by your side, it’s time to work some marketing magic. Armed with a deep understanding of your customers’ hopes, dreams, and pain points, you can craft messages that speak directly to their hearts. Your content, social media posts, emails, and advertisements become laser-focused, resonating with your target audience in a way that feels like you’re speaking their secret language. It’s like having a built-in translator that turns heads and wins hearts.

Customer avatars are not just figments of your imagination; they are the guiding lights that lead you to the treasure trove of customer connection. By investing time and effort into understanding your customers’ challenges and pain points, you unlock the superpower to create marketing strategies that truly resonate. So, embrace your inner character creator, and let your avatars guide you on the epic journey of brand building. The possibilities are endless, and the rewards are beyond measure.

Ready to supercharge your brand's connection with your audience? Discover the power of customer avatars and how they can transform your marketing strategies.

Take the first step by reaching out to us at Our team of experts is ready to guide you in creating compelling customer avatars that drive results. Don’t miss out on this opportunity to unlock the secret to customer connection. Email us today!

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