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The Hype #077 The Hype #077

Welcome to The Hype. Our fortnightly drop of culture from Hyperactive HQ. Bringing you our top selects from the worlds of brand experience, marketing, entertainment and technology.

In the latest beauty-food collaboration, Velveeta cheese launched a semi-permanent hair colour. The limited-edition Velveeta Gold comes in a white jar, decorated with dripping Velveeta cheese and recruited actress Julia Fox to promote it by debuting the hair colour at a Knicks basketball game.

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To launch their new iconic logo, Pepsi MAX threw two parties at locations in Manchester and London, celebrating the culture makers of their respective communities. The events were curated to represent “the pulse” of the city, as local creators co-created each shop as a homage to the local pillars of the community.

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ALDI Australia made an unexpected move into fashion, with a new branded streetwear line. Featuring 23 items made from sustainably sourced or recycled materials, the supermarket company gave their infamous “middle aisle” yet another reason to be loved.

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