Several brands, like Barry’s Bootcamp, Tesco and Arsenal F.C. now use the same ‘year in review’ concept, but none resonate as well as Spotify’s. For one, music is heavily influenced by moods, trends and nostalgia, while buying groceries is a functional process based on needs and cost. Tesco’s Clubcard Unwrapped only serves to remind people how much of their income is spent on (often unhealthy) food. Essentially, these brands are mostly not limited by their ideas – they’re limited by their category.