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Bed Rotting Reality TV on The Viral List

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Gap x Katseye’s denim campaign takeover, 2016 nostalgia, and a $25K bed rotting challenge turned TikTok TV are going viral…

TL;DR

  • Luxury bedding and loungewear brand Cozy Earth hosted their own “reality tv” challenge around bed rotting, giving contestants the chance to win $25K
  • Gap’s latest “Better in Denim” campaign with girl group KATSEYE is hitting all the right notes with Gen Z, especially after the American Eagle debacle
  • On TikTok, there’s a growing wave of nostalgia for the 2010s—especially 2016—as Gen Z treats the year as a cultural reset point
Cozy Earth created their own TikTok reality tv show about bed rotting   Cozy Earth decided to take marketing to a new level by leaning into a Gen Z favorite pastime: bed rotting. (A.k.a. staying in bed for extended periods of time). The luxury bedding and loungewear brand hosted what they called the “Bed Rot Challenge,” a...

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