Marketers are tapping into humour in greater numbers than at any other time this century, with research showing getting it right can reap impressive rewards.

From Coca-Cola and Oreo to Bluey and Bunnings, a growing number of brands are seeking out collaborations that create short-term buzz while also building brand equity.

The 2020s have, thus far, been a deeply unusual set of years where strategy has had to be adapted accordingly. Looking to 2025, marketers should start planning for the long term.