The Singles: The hot hits of April with McDonald’s, KitKat & Bieber

The Singles is back with a new line-up from Tracksuit, looking at the marketing stories everyone is talking about In this episode joined by Bella & Ed we take a look at the data behind three very different moments

McDonald’s shifts the conversation away from product and towards Gen Z employees, at a time when confidence in job opportunities for young people is low. It could easily have drifted into familiar employer-brand territory, but early signals suggest it is doing something more meaningful, with trust moving among younger audiences in a category where that is not easy to shift.

KitKat finds itself at the centre of a global story after 12 tonnes of product are stolen, and instead of containing it, turns it into something participatory. Consumers are actively engaging, brands are joining in, and even a “KitKat” crypto coin spikes by 2000%. Most reactive marketing creates attention. Very little of it changes behaviour. This one starts to.

Justin Bieber’s Coachella set works in a different way, stripping everything back and building the performance around YouTube. Nearly 6 million people stream it, and it splits opinion in a way that keeps it moving. It takes something familiar and presents it in a way that forces people to reprocess it, which is often where attention sustains rather than fades.

Along the way, the conversation gets into why authenticity is showing up differently in production, how nostalgia actually works when brands get it right, and why participation is becoming more valuable than passive reach.

Don't forget to check out the new Entertain or Die report at Tracksuit

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