Pulse & Perspective | 9.22.2025

Milk Bar & Hellmann’s Mayo Sweet Sandwich

Milk Bar and Hellmann’s Mayonnaise have launched one of the most unconventional collabs of the year: a dessert inspired by Christina Tosi’s nostalgic love for a simple tomato-and-mayo sandwich. Available now through October 17 at Milk Bar stores nationwide (with a DIY kit available on milkbarstore.com), the “Mayo Sweet Sandwich” is part playful experiment, part brand storytelling.

The treat itself leans into culinary curiosity: thin slices of sweet cake bread layered with Hellmann’s Mayo Frosting and topped with a savory-sweet tomato gelée. The DIY kit takes the concept further, giving fans everything they need to recreate it at home, from jars of mayo frosting and tomato jam slices to a branded tote bag and even a reusable tomato container.

What makes this collaboration stand out is how both brands embrace their quirks. For Hellmann’s, it’s an opportunity to stretch beyond sandwich spreads into cultural conversation and positions mayo as a versatile, adventurous ingredient. For Milk Bar, it reinforces Tosi’s reputation for rewriting dessert rules and includes a mix of humor, heart, and headline-worthy novelty that elevates both brands.

"I Know Ball" Trend, Explained

The phrase “I know ball” has moved from sports slang into mainstream TikTok culture, including a remix of Rich the Kid’s Plug Walk. Originally shorthand in basketball for understanding the game, the expression now signals confidence and expertise in virtually anything, from fantasy football to makeup.

On TikTok, the format typically follows a simple structure: a setup that questions someone’s knowledge or ability, followed by clips or images that prove otherwise, ending with the bold text overlay, "I know ball". While many creators use it to showcase real skills or niche knowledge, the trend has quickly expanded into irony. Users now apply the phrase to mundane or relatable situations like getting their spark back after a tough situation, excelling at “bed rotting,” or identifying red flags in relationships.

For some, it’s a chance to flex legitimate expertise like being a surgeon or MUA; for others, it’s a comedic tool to poke fun at themselves. That duality makes it highly adaptable and universally relatable. It also reflects the tendency to mix serious language into playful commentary, blurring the line between genuine confidence and ironic humor.

For brands, “I know ball” offers a versatile framework. A food brand could highlight its mastery of flavor pairings, while a fashion brand might showcase style expertise. If done correctly, leaning into the self-aware side of the trend could humanize brands, showing they’re in on the joke.

Mug Root Beer “Float Tote” Launch

Mug Root Beer is tapping into the mini bag craze with the debut of the Float Tote, a limited-edition insulated accessory designed to carry a root beer float on the go. Available exclusively through the brand’s TikTok Shop for $45, the bundle includes the tote along with two 10-packs of Mug minis.

The Float Tote is fully insulated, leak-proof, and equipped with a built-in faucet that allows fans to sip their float anywhere. The design even includes space for personal items, but its real purpose is to hold a can of Mug Root Beer and a serving of vanilla ice cream.

This launch positions Mug as more than a beverage brand — it plays in lifestyle territory while leaning into the intersection of food, fashion, and internet culture. By choosing TikTok as the exclusive retail channel, Mug capitalizes on a platform known for driving viral product moments, ensuring the Float Tote is both a cultural conversation starter and a commerce driver.

Beverage brands have long used merchandise to extend awareness, but the Float Tote ties directly into current style trends and the broader appetite for experiential, limited-run items.

Thanks for reading! Catch you next Monday for more Pulse & Perspective—your quick dive into recent brand marketing and culture trends, and their strategic connections.