The Singles: The hot hits of May with Lucky Saint, Lego & Entertain or Die.

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:

Why brands are now competing against Netflix, TikTok, creators, and sport for attention

The shift from “salesmanship” to “showmanship” in advertising

Why entertaining brands are outperforming commercially

What brands like Currys, Compare the Market, Guinness Zero, and Lego are getting right

How mental availability is built long before purchase moments happen

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:

Entertain or Die Report

Find out more about Tracksuit:

Tracksuit

Listen to more episodes of That's What I Call Marketing:

That's What I Call Marketing

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