New collaborations, brand launches, and creative celebrations have marked another uplifting week in the advertising & marketing industries. Find out more about the news you need to know now in our Weekly Must Reads.

Music’s Biggest Night Was a Hit

The Grammy Awards last night brought major wins for many women in the music industry, which felt especially fitting for Women’s History Month. Beyonce, Taylor Swift and Billie Eilish all broke records at the awards ceremony in their respective categories. Fans eagerly discussed the news from the night heavily on social media, celebrating historic wins in light of the ongoing “she-cession,” or the economic challenges uniquely affecting women throughout the pandemic.

The Grammys also saw the launch of the latest hard seltzer brand during one of their commercial breaks. Anheuser-Busch InBev introduced their new seltzer, Cacti, in a partnership with Grammy nominee Travis Scott. The ad tells the fictional origin story of Cacti, involving a motorcycle gang who discovers the drink under an extraterrestrial object in the desert. Find out more about the brand’s launch here: https://adage.com/article/news/female-artists-dominate-grammys-ads-include-debut-travis-scott-backed-hard-seltzer-cacti-monday-wake/2321691

A New Collaboration to Devour

We see all kinds of unique brand collaborations these days, but the partnership between e.l.f. Cosmetics and Chipotle is especially unexpected and clever. After a successful small makeup palette launch last year, the two brands recently reunited to create four new Chipotle-inspired makeup products. The limited-edition collection includes an avocado-shaped face sponge and makeup bag with the tagline “It’s okay to be a little extra,” a wink to Chipotle’s infamous question when someone requests guacamole with their order. In addition, customers can order the “Eyes. Chips. Face.” vegan bowl for a limited time at Chipotle, in reference to e.l.f.’s namesake and cruelty-free practices.

Though a makeup brand and Mexican food chain may not seem like obvious collaborators, both companies have become increasingly popular with young Gen Z and Millennial consumers. Both also have a large presence on the popular social media site TikTok, where fans will assuredly be sharing videos of the new products in the days to come. Check out all the details of the collaboration here: https://www.forbes.com/sites/sboyd/2021/03/10/elf-cosmetics-and-chipotle-team-for-a-delicious-new-collaboration/?sh=7b61ccff1130

Hunt Down Easter Eggs on Google Maps

Though COVID-19 transmission rates are falling in many countries, it’s likely that many spring celebrations will still remain virtual this year. Cadbury has created a virtual Easter egg hunt for consumers in the UK in place of their traditional in-person event, which was also canceled last year. Consumers can use Google Maps to “hide” eggs anywhere on the map, and then create clues to send to friends and family to encourage them to find the hidden treasures. Additionally, egg hiders have the option to send real Cadbury Eggs to the people who find the virtual versions.

According to the brand, the virtual egg hunt is meant to “connect people across the UK through the power of generosity.” They’ve begun promoting the timely campaign on digital channels, as well as TV and out-of-home platforms. Hunt down more creative details from Cadbury here: https://www.adweek.com/media/cadburys-virtual-easter-hunt-lets-you-hide-eggs-on-google-maps/?itm_source=parsely-api

Mutually Beneficial Partnerships Boost Traditional & DTC Brands

Most would think that traditional department stores and direct-to-consumer clothing brands would be at odds – and many of these retailers are. However, Nordstrom has taken a different approach to shifting shopping trends. Back in 2012, the department store invested millions into DTC menswear clothing brand Bonobos, with an agreement for Bonobos clothing to also be sold through Nordstrom’s stores and website. The success of that first partnership spurred Nordstrom to further collaborate with numerous other DTC brands.

While most department store customers are still older adults, Nordstrom has strategically picked DTC partners that appeal to a younger demographic in order to reach a wider range of consumers. Backing from a longstanding brand can also provide needed support for these startup retailers, which sometimes struggle to profit in the online-only world despite their booming popularity. Dive into the whole story behind these traditional and digital partnerships here: https://www.marketingdive.com/news/relevance-is-key-why-nordstrom-has-gone-all-in-on-dtc-brands/596453/