This week, we had a nightmare that the newest trend in men's sleepwear was old-timey nightshirts, and we were hired to ideate ways to get the word out. And we only had 20 minutes. And we had to do it live on YouTube in front of everybody. Oh wait, that wasn't a nightmare, that was yesterday's new episode of Can They Brand That?! Turns out, the brainstorm was more of a dream than a nightmare (a fever dream, perhaps, but a dream nonetheless) as we improvised creative ideas like The Slumber Bowl (with NFL-branded nightshirts), a Buffalo Wild Wings collab called Buffalo Wild Thighs, a "Honk Shoo" brand of nightshirts, a Slumberjack mascot, and a "Nightcaps & Nightcaps," New Year's Eve after party—all with the help of live Youtube comments from viewers.

Don't sleep on this one! https://youtube.com/live/CtjQEPyZE-E

ICYMI, this show exists 1) to champion originality and creativity in a sea of AI slop, 2) to show potential clients the power and value of fun as a consumer-converting strategy, and 3) to offer some much-needed levity to the world.

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Timestamps

00:00 Welcome to the Show

05:14 Meet the Nightshirt & Nightcap

17:14 Let the brainstorm begin!

45:28 Mascot O'Clock

47:26 Hired or Fired

52:10 2026 Business & Personal Resolutions

Wisdom for the Road

• The show is a live brainstorming session for branding ideas.
• Humor is a key element in strong branding.
• Creative freedom in brainstorming is essential.
• The importance of creative freedom in brainstorming is emphasized.
• Nightshirts and the NFL should collab for a 'Slumber Bowl' collab.
• The hosts aim to make nightshirts trendy again.
• They highlight the role of humor in engaging audiences.
• Collaborations between food brands and fashion can create unique marketing opportunities.
• Humor plays a significant role in branding and product promotion.
• Imagining mascots for nightshirts can add a playful element to marketing campaigns.
• Hired and fired segments can help refine ideas for brand pitches.
• Resolutions can focus on personal growth and experiences, such as attending live shows.
• Live performances provide a unique and irreplaceable experience compared to digital content.
• The concept of 'gown guys' can challenge traditional notions of masculinity in fashion.
• Creative brainstorming can lead to unexpected and humorous ideas for branding.

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As the world's first humor branding agency, Semiserious has worked its magic for industry darlings like Clif Bar, Native, Waterboy, Blue Bunny, Yogi Tea, JOI, Alleyoop, The University of Chicago, Hilton, and Pie. But they would never brag about it in their episode description.

Say hi or snoop around: https://semiseriousagency.com/

We put our noggins to work this week, rebranding the most North Pole-arizing beverage of the holiday season, eggnog. And we did it live in just 20 minutes, proving that it truly is a miraculous time of year.

From a Nogclub with bottle service (full of eggnog), to an influencer-led Nog Vlog initiative, to a winter ice cream truck that serves only eggnog (complete with a special eggnog anthem), we brainstormed all of the ways to give consumers a reason (for the season) to incorporate this often-overlooked drink into their family traditions. We went nog wild on new folklore as well as mascot ideas; all with the help of live YouTube comments from viewers (our workshop elves). As a holiday bonus akin to Jelly of the Month Club, we stuck around for a few Q&As and got into how we met, how we started Semiserious, and trends we've spotted in the biz. Watch the full, brainstorm + Q&A here: https://www.youtube.com/live/SREk9I3-8QQ

ICYMI, this show exists 1) to champion originality and creativity in a sea of AI slop, 2) to show potential clients the power and value of fun as a consumer-converting strategy, and 3) to offer some much-needed levity to the world.

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Timestamp

00:00 Introduction to the Show

05:53 The Concept of Pizza Pie

11:29 Improvised Branding and Show Ethos

14:36 Let the Brainstorm Begin!

44:41 Mascot O'Clock

46:28 Brand Collaborations & Spokespeople

49:36 Hired or Fired: Eggnog Marketing Strategies

52:28 Q&A: Building a Business Partnership

58:16 Trends in Branding: Offline Experiences

Wisdom for the Road

• Every toddler has an unhinged step in their bedtime routine.

• The importance of humor in branding and marketing.

• Eggnog is a polarizing holiday staple.

• Creating new traditions can enhance holiday experiences.

• Improvised branding can lead to creative breakthroughs.

• The power of creativity in a world dominated by AI.

• Holiday drinks can be marketed as part of family traditions.

• The tradition of drinking eggnog can be creatively expanded.

• Innovative campaigns can make eggnog more appealing to younger generations.

• The history of eggnog reveals its roots in wealth and accessibility.

• Mascots can play a significant role in branding eggnog.

• Building rituals around eggnog can create lasting traditions.

• The importance of offline experiences in today's digital world.

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As the world's first humor branding agency, Semiserious has worked its magic for industry darlings like Clif Bar, Native, Waterboy, Blue Bunny, Yogi Tea, JOI, Alleyoop, The University of Chicago, Hilton, and Pie. But they would never brag about it in their episode description.

Say hi or snoop around: https://semiseriousagency.com/

The cat did not get our tongues on this very special episode of "Can They Brand That?," where we live-streamed our improvised brainstorm for Fancy Feast. With 20 minutes on the clock, we let all of our ideas out of the bag in real time, with the help of viewer comments and add-ons. From a Downton Tabby butler serving Fancy Feast in crystal goblets (in collaboration with Waterford, of course) to a stretch limo 'feast truck' to a flight of fancy tasting menu and cocktail pairing (Giblet Gimlet or Whiskers Neat, anyone?), we had the time of our 9 lives and can't wait to do it all again next week.

Bonus, we stuck around for a Q&A and got to gab about the most common mistake we see brands making, the AI slopification of creativity, and our take on whether or not every brand should be funny.

Feast your eyes on the full episode here! https://youtube.com/live/Cg0XLBrpGG0

ICYMI, this show exists 1) to champion originality and creativity in a sea of AI slop, 2) to show potential clients the power and value of fun as a consumer-converting strategy, and 3) to offer some much-needed levity to the world.

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Timestamps:
00:00 Introduction to the Live Show
14:33 Brand Spotlight: Fancy Feast
21:24 Brainstorming Ideas for Fancy Feast
22:25 Creative Cat Activations
25:38 Meow-Year's Eve: A Cat Celebration
27:43 Catcation: Retreats for Cat Lovers
29:41 Fancy Feast: Elevating Cat Cuisine
32:33 The Westminster Cat Show: A Satirical Take
36:09 Holiday Campaign Ideas for Cats
40:57 Witty Cat Commercial Concepts
44:41 Creative Campaign Ideas for Fancy Feast
46:46 Faux Luxury Collaborations
47:53 Mascot Concepts and Branding
53:35 Hired or Fired
57:20 Q&A

Wisdom for the Road:

• The importance of improvisation in branding and marketing.
• Engaging the audience through humor and creativity.
• The concept of 'improvised branding' allows for spontaneous ideas.
• Fancy Feast serves as a nostalgic brand ripe for innovation.
• Creative brainstorming can lead to unexpected and fun ideas.
• Activations and IRL events can enhance brand engagement and customer loyalty.
• Humor is a powerful tool in marketing strategies.
• Audience participation can enrich the live experience.
• The significance of brand loyalty in marketing.
• Exploring new avenues for brand activation and engagement. Nostalgia can be a powerful marketing tool.
• Creative holiday campaigns can resonate with audiences.
• Anthropomorphizing animals can enhance brand storytelling.
• Humor is an effective way to engage consumers.
• Naming is crucial for brand identity and perception.
• Dream clients often allow for creative freedom.
• Mascots can add personality to a brand.
• Brands should strive to be entertaining and relatable.
• Engaging with audiences through humor can build loyalty.
• The preferred food in every life can be a fun campaign theme.

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As the world's first humor branding agency, Semiserious has worked its magic for industry darlings like Clif Bar, Native, Waterboy, Blue Bunny, Yogi Tea, JOI, Alleyoop, The University of Chicago, Hilton, and Pie. But they would never brag about it in their episode description. Say hi or snoop around: https://semiseriousagency.com/