1 Coca Cola x Brand Love
Move
Coca Cola stops treating brand love as its main measure of success.
Coca Cola’s CMO, Manolo Arroyo, told the ANA Masters of Marketing Conference that he has lost faith in brand love as the main measure of success. Instead, Coca Cola will track how many people drink a Coke product at least once a week.
Signal
Habit is stronger than love.
Love does not usually make us choose a brand for the first time. That honour goes to curiosity, convenience or recommendation. Love develops over time. We define ourselves through what we love, but our habits reveal how we actually live. That makes habit a more powerful indicator of behaviour.
Question
Can you love a brand you never buy?
Of course. But what kind of love are we talking about? The ancient Greeks had many words for love. We are most familiar with romantic love, but there is also friendship, play and self love. Love is not one emotion, so it is hard for any score to measure it. We can love something for what it represents without it being relevant to us.

2 Anthropic x Claude
Move
Anthropic reveals it spent $147 million on advertising in 2025.
Anthropic’s IPO prospectus reveals that its advertising spend grew 345% in 2025. At the same time, its founders are committed to keeping Claude free of advertising. There is an irony in a company spending millions to capture our attention, whilst promising not to sell it.
Signal
Staying ad free is a founding promise.
We may have become accustomed to advertising everywhere, but its appearance in AI is different because we use AI to think and make decisions. Anthropic argues that advertising creates pressure to optimise for engagement, and risks trust. Ad free is not a new idea, but an AI company making it a founding promise is.
Question
How much advertising should we accept?
The real question is where we are prepared to accept it. Advertising in a search result is visible, but embedded in an AI generated recommendation, it becomes an influence we may not even realise is happening. The issue is not how much we see, but whether we know we are being advertised to.

3 Visit Iceland x AI Knittakers
Move
Visit Iceland offers Icelandic knitters to attend your online meetings.
Visit Iceland has launched AI Knittakers, where AI stands for “Authentic Icelandic”. Instead of attending a meeting, an Icelandic knitter can take your place, free of charge. They listen, knit a word or phrase summary using Icelandic wool, and send you a photograph of the finished piece.
Signal
Authenticity is not a claim, it’s a demonstration.
Visit Iceland is using its product – culture – to poke fun at the absurdity of online meetings and our growing habit of sending an AI assistant to listen and summarise them. Replacing artificial intelligence with authentic Icelandic knitting reminds us that when we generate everything, we lose something.
Question
Why knitting?
Because knitting is a human skill with a long tradition in Iceland. Wool and handmade clothing are part of the country’s cultural identity. AI can summarise a meeting, but it cannot give you the cultural experience of a person actually doing the craft.

Want more?
Edition #19: Move 3, “Brands can distribute feelings without distributing products”
Edition #17: Move 1, “The threat may change, but the product doesn’t”
Edition #13: Move 3, “Analog no longer sells nostalgia, it sells cultural resistance”

Sources: The Drum, Digiday, The Hollywood Reporter, Yahoo Finance, Visit Iceland, Ads of the World