# 59

#1 TikTok Hack | When To Rebrand | AI and Fossil Fuel

❤️ What We Liked

First up is what we liked. Well, really, it’s what we loved.

The Ordinary is known for its less-than-ordinary marketing. This billboard has to be our favourite. Instead of spending massively on an influencer or celebrity, they leaned into a cheeky piece of copy.

The billboard reads “Someone said working with celebrities would be good for our brand. But we couldn’t find one with a degree in Biochemistry”.The campaign is highly effective because it can lean on the strength of their brand messaging. It also cleverly addresses buyers' scepticism towards celebrity and influencer endorsements. Great piece of marketing.

📌 What We Saved

How do you know when to rebrand? Keep It Cleaner, now known as KIC, knew their time was up when the culture turned on them.

In 2023, Keep It Cleaner co-founders Laura Henshaw and Steph Claire Smith rebranded to KIC to move away from the restrictive dieting connotation of 'clean eating.' Despite initial fears, the change was embraced by their community.

The rebrand which saw them move away from restrictive eating to healthy living. One year on KIC has seen a 20% increase in app subscriptions and a 14% revenue growth. The rebrand has led to new partnerships with brands like Stax, Frank Green, and New Balance.

Henshaw and Smith are rapt that the rebrand worked and remain committed to their mission of authenticity and community building.

📮 What We Shared

Do you know what’s driving AI? Fossil fuel. ️

The enormous electricity consumption of artificial intelligence is driving increased fossil fuel use, even delaying the retirement of some coal-fired plants.

As tech giants compete in a global AI arms race, a frenzy of data centre construction is sweeping the country. Their projected energy needs are so vast that there are concerns about meeting them from any source.

"Coal plants are being reinvigorated because of the AI boom," says Tamara Kneese, a project director at Data & Society. "This should be alarming to anyone who cares about the environment."