Among many things, the COVID-19 pandemic has led employees to re-think what they want form their employer, resulting in a new range of employee-focused experiences that are centred around mental health. A prominent example is Canada Goose’s initiative, which is offering employees one hour of paid outdoor time a week. Not only does this help those working from home unwind and re-focus, but it leads to more motivated and content workers. On the other hand, brands are using this time to discover new ways to reach their consumer from a distance. The end result is a variety of outlandish marketing tactics. An example of this is Kit-Kat, who are temporarily changing their slogan based on a crowdsourced contest.