← Well Said6 oct · 30 min
PR Pros Call Out the Brand Mistakes Everyone Fell For | Pia Arthur & Kelly Cheeseman
<p>Most mornings, <strong>Pia</strong> and <strong>Kelly</strong> catch up over coffee and trade hot takes on whatever brand moment is blowing up online. This episode puts that conversation on camera. Each brought scenarios the other hadn't seen, and they react cold: Disney opening its IP to TikTok creators, the wave of nostalgia menus, a golf collab ad that went sideways, the "sold out in 15 seconds" drop, and Liquid Death asking fans to donate their pee to cool AI data centers.</p><p><br></p><p>Pia and Kelly are the co-founders of <strong>Cuore</strong> and spent years as communications executives at Amazon. Their verdicts keep landing on the same line: the moves that work trust the audience, and the ones that backfire try to manage it. Along the way they get into what they'd actually say to a CEO in the room, and what a better apology would have sounded like.</p><p><br></p><p><strong>In this episode:</strong></p><p>• Why Disney handing its IP to creators is a lesson in knowing who already loves you</p><p>• Nostalgia marketing, and when a throwback turns into a cheap trick</p><p>• What Kelly would do if she ran comms for a fast food comeback item</p><p>• Target, Delia's, and why a collaboration doubles your exposure and your risk</p><p>• The Callaway x Good Good ad, and why "this doesn't reflect our values" fell flat</p><p>• Manufactured scarcity, bots, and resellers, and why it erodes trust</p><p>• What to say when a CEO wants to make only 500 so they sell out fast</p><p>• Liquid Death's "We Want Your Pee" campaign: gross, or genius?</p><p>New episodes of Well Said every other Wednesday. Subscribe on YouTube, Spotify, and Apple Podcasts.</p><p><br></p><p><strong>Timestamps:</strong></p><p><br></p><p>00:00 Intro</p><p>00:50 Disney opens its IP to TikTok creators</p><p>04:41 "Hell hath no fury like a Disney adult"</p><p>06:53 The lesson: know who already cares about you</p><p>09:43 Nostalgia marketing: genius or cheap trick?</p><p>13:28 Why Kelly would rather see something new</p><p>17:19 How to run comms on a throwback launch</p><p>19:17 Target, Delia's, and the power of a collab</p><p>20:49 When a brand collaboration goes sideways</p><p>24:29 Why "this doesn't reflect our values" fell flat</p><p>28:11 The "sold out" drop brands keep pulling</p><p>31:30 What to tell a CEO who wants to make only 500</p><p>35:32 Liquid Death's "We Want Your Pee"</p><p>40:0
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