News 26.03.2025

Need to Know

Liquid Death wants pregnant women to drink for two, Jeddah declares school holiday for 2025 Formula 1 Grand Prix and why misogyny on social media is driving Gen Z women offline.

Liquid Death launches Kegs For Pregs with Kylie Kelce

Kylie Kelce and Liquid Death, US

US – Liquid Death has teamed up with podcast host Kylie Kelce for a bold new campaign, Kegs For Pregs, featuring ultra-limited-edition kegs of its still mountain water. The campaign, which humorously plays on the idea of pregnant women drinking, is set to raise eyebrows while promoting hydration. Kelce, expecting her fourth child with NFL player Jason Kelce, stars in this new ad where she appears to be drinking heavily but is, in fact, just well hydrated with mountain water. 

‘I’ve had so many of these tonight,’ says Kelce in the ad while jokingly slurring her words. ‘I wish they would make a huge keg.’ The product is available for pre-order now, with shipments starting in mid-April. 

Liquid Death’s campaign, with its playful jingle ‘Kegs for pregs, you’re drinking for two’, follows the success of the brand’s Super Bowl ad, Safe for Work, which featured workers chugging water while on the job. Andy Pearson, vice-president of creative, said the brand is sticking to its tagline, ‘Don’t be scared, it’s just water’. 

This campaign aligns with our Gen Z Parenting report, where we analysed how Gen Z are breaking traditional norms and forging their own unique paths. Check out our Functional Feasting macrotrend report, highlighting how brands like Liquid Death are rebranding water into a premium and playful product category filled with innovation and experimentation. 

Strategic opportunity

The Kegs for Pregs campaign proves that maternity doesn’t have to mean boring branding. Explore edgy or unexpected positioning for pregnancy-safe goods – from alcohol-free spirits to mocktail kegerators to skincare bundles

Jeddah declares school holiday for 2025 Formula 1 Grand Prix

Saudi Arabia – Students and education staff in Jeddah, Makkah and Taif will enjoy a two-day holiday on 20–21 April as the city hosts the STC Saudi Arabian Grand Prix.

Approved by the Ministry of Education, the move aims to support the success of the Formula 1 race, which forms part of the wider Jeddah Season celebrations.

The Jeddah Corniche Circuit – known as the world’s fastest street circuit – has completed preparations to welcome the fifth round of the 2025 Formula 1 World Championship, following earlier races in Australia, China, Japan and Bahrain.

This marks the fifth consecutive year the Saudi Arabian Grand Prix will be held in Jeddah. The school break is expected to boost local attendance, with thousands of motorsport fans set to descend on the city.

In Game-Changers: The Future of Sports Fandom, we explore the rise of sports participation and entertainment in the Middle East as a major opportunity for advertisers. Formula 1’s fandom – which has grown exponentially thanks to Netflix’s Drive to Survive – now sees Saudi Arabia as a key hub for fan travel and tourism.

Puma and Formula 1, Germany

Strategic opportunity

F1 fan-focused experiential retail has become an opportunity in Saudi Arabia and beyond. Could you develop pop-up shops, branded merchandise zones and immersive fan experiences at races and public viewing areas to capture F1 fans’ attention and wallets?

Stat: Misogyny on social media is driving Gen Z women offline

T Phone by Deutsche Telekom, Germany T Phone by Deutsche Telekom, Germany

UK – Misogyny on social media is taking a toll on Gen Z, with 37% of young people in the UK saying exposure to harmful content has negatively affected their mental health, according to a new Amnesty International UK survey of more than 3,000 respondents aged 16 to 25. Nearly half of women (44%) report experiencing this effect, compared to 28% of men. 

High-profile figures are seen as driving the spread of online misogyny, with 54% naming Andrew Tate, 48% citing Donald Trump and 35% pointing to Elon Musk. More than 60% believe divisive language online has escalated due to political leaders. 

This toxic digital landscape is forcing some Gen Z women to disengage entirely – 20% have left or avoided platforms, with X, TikTok and Instagram being the worst offenders.

As online misogyny continues to shape digital spaces, brands must consider how to create safer, more inclusive environments for younger audiences. Our Decoding Masculinity report unpacks the future-facing brands seeking to decode modern masculinity and offer positive alternatives to the ‘manosphere’. 

Strategic opportunity

Consider how to build or redesign digital platforms with embedded safety features like content moderation tools, AI filters for misogynistic language and opt-in wellness settings. Brands that prioritise emotional safety can win loyalty and trust

Previous News Articles
Arabian Travel Market 2025: AI and accessible tourism

News

Arabian Travel Market 2025: AI and accessible tourism

LS:N Global reviews the most innovative discussions, impactful presentations and new product showcases seen at The Arabian Travel Market 2025 ...
Travel : Travel & Hospitality : Global Events
Stat: Consumers are willing to pay more for brands they trust

News

Stat: Consumers are willing to pay more for brands they trust

More than two-thirds of consumers in the US, the UK and Australia are willing to pay an average of 25% more for their favourite brands, according t...
Retail : Advertising And Branding : Value
Heineken launches innovation studio to supercharge social drinking

News

Heineken launches innovation studio to supercharge social drinking

Brewing company Heineken has launched Heineken Studio, a new experimental platform designed to redefine the social drinking experience.
Hospitality : Food And Drink : Beer
BritBox reveals 14-hour one-shot film tribute to British tv

News

BritBox reveals 14-hour one-shot film tribute to British tv

In a bold stand against CGI and AI imagery, BritBox’s latest campaign See It Differently brings back the magic of real-time filmmaking.
Britbox : Storytelling : Interactive Storytelling
Stat: Construction workers outpace financiers in crypto ownership 

News

Stat: Construction workers outpace financiers in crypto ownership 

Cryptocurrency is gaining surprising traction in sectors beyond Silicon Valley and Wall Street. According to the 2025 State of Crypto Holders Repor...
Stat : Stats : Cryptocurrency
Owen Nowhere brings kids’ tv to the blockchain

News

Owen Nowhere brings kids’ tv to the blockchain

We Ghosted Media has announced Owen Nowhere, a new animated kids’ series that bypasses tv and streaming in favour of a decentralised platform built...
Cryptocurrency : Cryptic Currencies : Cryptic Consumers
Jameel Motorsport turns Fortnite into environmental wake-up call

News

Jameel Motorsport turns Fortnite into environmental wake-up call

Jameel Motorsport and Serviceplan Arabia have launched The Treeless Map, a Fortnite experience designed to raise environmental awareness by removin...
Gaming : Sustainability : Technology
Foresight Friday: Seyi Oduwole, foresight analyst

News

Foresight Friday: Seyi Oduwole, foresight analyst

Every Friday, we offer an end-of-week wrap-up of the topics, issues, ideas and virals we’re all talking about. This week, foresight analyst Seyi Od...
Japan : Travel : Travel And Hospitality
Stat: Personalisation, pop-culture and social media are reshaping travel

News

Stat: Personalisation, pop-culture and social media are reshaping travel

Personalised recommendations and digital inspiration are reshaping travel, according to Data Axle’s 2025 survey of 1,000 US consumers. As the sprin...
Travel & Hospitality : Stats : Stat
Kia Europe turns road trips into sound journeys for visually impaired people

News

Kia Europe turns road trips into sound journeys for visually impaired people

Automobile manufacturer, Kia Europe and creative agency Innocean Berlin have launched Soundscapes, a creative experiment that transforms the tradit...
Soundscapes : Mobility : Pimp My Ride
You have 2 free News articles remaining. Sign up to LS:N Global to get unlimited access to all articles.
BECOME A MEMBER
SIGN IN