The Singles is back with Tracksuit, taking some of the biggest marketing stories in culture right now and putting them under a bit more pressure using real brand data.
Because the interesting part is rarely just the campaign itself. It is what the campaign reveals about the category, the audience, and the way brands are trying to grow.
In this episode, Conor Byrne is joined by Ed Parkin and Bella Harrison from Tracksuit to explore three very different examples of brands using culture, entertainment, and timing to build relevance.
Lucky Saint shows how alcohol-free beer has moved far beyond Dry January, using Lime Bikes, London culture, run clubs, and moderation trends to position itself as a year-round brand for active urban consumers.
Lego demonstrates why it remains one of the most culturally flexible brands in the world, turning the FIFA World Cup into entertainment before a ball has even been kicked, while continuing to stretch beyond the toy category into fandom, collectibles, and adult audiences.
The conversation then turns to the latest Entertain or Die Report, looking at why entertainment is increasingly becoming a commercial growth strategy rather than just a creative ambition.
The episode also explores:
If you want a deeper understanding of how entertainment, culture, and brand growth connect together, this episode is packed with practical examples and real-world data.
Listen to Paul Feldwick on That's What I Call Marketing here:
Paul Feldwick on That's What I Call Marketing
Read the full Entertain or Die report:
Find out more about Tracksuit:
Listen to more episodes of That's What I Call Marketing:
Timestamps:
02:06 – Lucky Saint and the rise of moderation culture
03:24 – Why Lucky Saint is so culturally aware
05:05 – Lime Bikes, London culture, and timing
07:08 – The functional drinks category shift
08:45 – Alcohol-free beer becoming mainstream
10:00 – Guinness Zero vs Lucky Saint
11:18 – Winning locally before scaling nationally
13:22 – Brand perception and category positioning
15:00 – Lego and the FIFA World Cup campaign
16:01 – Why Lego works across every demographic
18:22 – Lego’s cultural timing advantage
20:00 – Lego, fandom, and entertainment
21:40 – World Cup advertising and brand competition
22:15 – Entertain or Die explained
24:00 – Why entertainment drives commercial growth
25:35 – Future demand and entertainment
26:17 – Gap hires a Chief Entertainment Officer
27:09 – What makes brands entertaining
29:00 – Brands that entertain us today
31:00 – Why culture matters inside companies
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