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Herald Sun
21-07-2025
- Business
- Herald Sun
Warning as brands like Ikea, Tesla jump on viral cheating Coldplay scandal
Aussie businesses have rushed to piggyback the Coldplay kiss cam scandal, creating a flood of social media memes riffing off the viral moment - but this style of marketing can easily backfire, according to PR and marketing experts. The video has been watched tens of millions of times and spawned copycat moments at sporting games and social feeds worldwide. Sabri Suby, founder of digital marketing agency, King Kong and former judge on Shark Tank Australia said there was a brief window to take advantage of a cultural moment, where brands can ride the wave of mass attention without paying for it. 'Done right, it makes a brand feel plugged-in, human, and culturally fluent,' he said. 'But it's a double-edged sword. Move too slow and you look out of touch; get the tone wrong and you risk trivialising something serious or alienating your audience. 'The key is speed, relevance, and staying on-brand. Jumping on the bandwagon just for reach can easily backfire if it feels opportunistic or tone-deaf.' HR chief Kristin Cabot, and her company Astronomer's now-former CEO Andy Byron became a hot topic after the pair – both married to other people – were seen looking cozy while attending a concert on Wednesday night. Video taken at the show, which has since gone viral online, showed Byron with his arms wrapped around Kristin as they were caught on the concert's 'kiss cam' jumbotron. Mr Byron's wife removed his name from her now-deleted Facebook profile in the wake of the scandal, and it has also emerged Ms Cabot is also married to another man. Phoebe Netto, PR expert and founder of Pure Public Relations, said the sentiment surrounding meme-able moments could shift quickly. 'The human impact of this situation is starting to be discussed, and this will see the tone change,' she said. 'A CEO has resigned, families and relationships are impacted, Astronomer staff now have unwanted attention and disruption, and the sadness that comes from affairs are coming to the fore, and brands need to quickly move on from the jovial memes to avoid a lag in what is considered appropriate.' Bryden Campbell, founder at Brand Rebellion, said audiences were tuned in to authenticity. 'Chasing a quick win by inserting your brand into a scandal or trending topic that has no real connection? Audiences can smell that a mile away,' he said. 'It risks undermining brand credibility and leaves a lasting impression for all the wrong reasons. 'There's also a fine line between being clever and being careless. Brands making jokes or poking fun at this situation should take a hard look at whether that tone truly reflects their values. 'Just because something's viral doesn't mean your brand needs to have a once you enter the conversation, you may find yourself expected to keep having opinions. If the situation escalates, or a new one emerges, you've set a precedent. It creates an ongoing expectation that your brand will always be vocal, which may not serve you long-term.' Many corporate social media teams were quick to latch onto the trend – here are the best of them. Gritty Garms This Gold Coast-based vintage clothing store broke out the AI tools for their humorous take on the scandal. Nando's Offered a discount for 'a little something on the side' for customers who entered the code 'Coldplay' at the checkout. Ikea A post from the Swedish furniture brand's Singapore branch spread its way across Australian feeds on the weekend, featuring two of its plush animals locked in a cozy embrace, set to a Coldplay's Something Just Like This. 'Don't get caught … without these! Drama-free cuddles guaranteed,' the post said. Tesla The Elon Musk-owned EV company weighed in on the scandal on Musk's social platform X. TV networks Not to be outdone, presenters from Seven and Nine each gave slightly Dad-joke-flavoured versions of the meme. Originally published as Australian, international businesses piggyback Coldplay kiss cam scandal with memes
Associated Press
21-05-2025
- Business
- Associated Press
Clearwater Wellness Co. Launches SnowCap: The World's First Thermoelectric Ice Bath
Australian/U.S wellness startup introduces category-defining wellness & recovery tool following Indiegogo success and North American debut at Vancouver Expo LOS ANGELES, CA, UNITED STATES, May 21, 2025 / / -- Clearwater Wellness Co., an emerging Australian/U.S wellness brand, has announced the launch of SnowCap, the world's first thermoelectric ice bath. This category-redefining product is designed to make hydrotherapy accessible, consistent, and seamlessly integrated into daily life. The team debuted SnowCap at the Health, Sports & Lifestyle Expo in Vancouver where it received an overwhelmingly positive reception during the BMO Vancouver Marathon weekend. SnowCap removes the logistical and physical barriers that have traditionally kept cold water therapy out of reach for most people. It requires no ice, no plumbing, and no chemicals, making it a true plug-and-plunge solution. The unit cools water to 1.5°C and heats up to 40°C, all controlled via a mobile app. Integrated UV and particulate filtration systems keep the water clean, meaning users can go longer between water changes without needing additives or chlorine-based treatments. 'We were tired of the hassle and cost of constantly sourcing ice,' said co-founder Dr. Matthew Guest, a critical care physician and Olympian. 'We built SnowCap as the solution we wish we had - something clean, consistent, and easy to use in everyday life.' SnowCap's minimal footprint and standalone design means it can be used indoors or outdoors without sacrificing valuable space, complicated hose hookups, or DIY tinkering. Whether for athletes, wellness seekers, or busy professionals, the system was engineered for consistency and simplicity. A Founding Team Built for Performance and Innovation Clearwater Wellness Co. is led by four co-founders with deep and diverse experience: - Dr. Matthew Guest, a physician and Olympian, brings clinical insight and personal connection to recovery and cold therapy. - Laynton Allan, an entrepreneur who gained national recognition through Shark Tank Australia, leads the company's strategic direction and growth. - Max Chapman, an awarded mechanical and design engineer, leads product development with a focus on precision, safety, and performance. - Antoni Kindler, an Olympian, Cornell MBA alum, and entrepreneur, brings operational business experience with a focus on building brands in the consumer wellness and medical sectors. Backed by Early Momentum and a Growing Wellness Movement SnowCap gained significant early traction through Indiegogo, raising over 1,070% of its original crowdfunding goal and being named a Team Favorite by the platform. It is currently in production, with delivery scheduled for October 2025. Initially launched under the name Clearwater Ice Baths, the company rebranded to Clearwater Wellness Co. in April 2025 to reflect its broader mission of redefining performance and recovery through clean, elegant wellness tools. 'This isn't just about ice baths,' said Kindler. 'It's about making powerful, innovative wellness tools that not only support recovery but also elevate daily mental and physical health and wellbeing.' Product Highlights - Thermoelectric cooling to 1.5°C and heating up to 40°C - No plumbing required - fully self-contained with no hoses or external attachments - No chemicals or refrigerants - water stays clean with UV and filtration alone - Compact, minimal footprint design for flexible indoor or outdoor use - App-controlled scheduling and temperature management Availability SnowCap is currently available for pre-order at: About Clearwater Wellness Clearwater Wellness is a U.S /Australian-based wellness technology company designing next-generation recovery tools that help people build resilience, boost energy, and take control of their mental and physical health. Its flagship product, SnowCap, blends science, sustainability, and design into a beautiful new standard for cold and hot water immersion. Website: Antoni Kindler Clearwater Wellness Co. [email protected] Visit us on social media: Instagram Facebook Legal Disclaimer: EIN Presswire provides this news content 'as is' without warranty of any kind. We do not accept any responsibility or liability for the accuracy, content, images, videos, licenses, completeness, legality, or reliability of the information contained in this article. If you have any complaints or copyright issues related to this article, kindly contact the author above.
