Gen Z perspectives: Astronomer's bet on Gwyneth Paltrow & TikTok's SG60 food collabs

Happy Friday, MARKETING-INTERACTIVE readers and welcome back to Gen Z Perspectives, your go-to feature where we unpack the week’s top stories and trending topics through the eyes of Gen Z. From the biggest industry moves to viral moments and marketing controversies worth dissecting, we’re bringing the heat with authenticity, awareness and probably a few unfiltered takes.

This week, we unpacked Astronomer’s bold bet on Gwyneth Paltrow post-Coldplay kiss cam chaos, and devoured TikTok’s SG-themed food collabs for SG60 (spoiler: we’re still craving more).

Don’t wait to get served, the snack’s right here.

Don't miss: Gen Z perspectives: Our favourite Coldplay kiss cam trendjack & more

1. Is Astronomer's 'high-risk' strategy with Gwyneth Paltrow a PR win?

Over the weekend, Astronomer went viral (again), but this time, for a very different reason. In one of the most unexpected pivots in crisis communications this year, the brand tapped actress Gwyneth Paltrow as its temporary spokesperson, debuting her in a video where she deadpans her way through awkward questions about what the company actually does.

By leaning into pop culture and casting Paltrow as its spokesperson, Astronomer crafted a response that is funny, meta, and self-aware, industry professionals say the move is a masterclass in flipping virality into a compelling brand narrative.

Read more here. 

2. Laksa donuts? TikTok bites into SG's food scene with creator collabs

TikTok is putting local flavours and homegrown creators at the heart of its biggest Singapore push yet, rolling out a year-long campaign blending food, digital storytelling and community-led commerce this SG60.

Anchored on three pillars, culture, community, and commerce, the campaign aims to showcase how TikTok has become a platform for local storytelling and economic empowerment in the city-state.

Read more here. 

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