This week, some of the top businesses in the world are taking creative approaches to strengthen their brand recognition and values among consumers. Catch up on the latest campaigns and marketing stories in our Weekly Must Reads.

McDonald’s New Ads & Diversity Pledge

In their new campaign, McDonald’s is helping consumers get in touch with their emotions. The brand’s latest ads show customers literally spelling out how they feel using only the iconic golden arch logo printed on the brand’s packaging displayed at different angles. This primarily print campaign shows us individuals, families and groups of friends gathering around their food with containers that spell out words like “yummy,” or “crush.” By exclusively using the McDonald’s logo in these messages, the campaign shows the strength of the brand and its status as a universally known symbol.

McDonald’s also made the news last week when they announced they would dedicate ten percent of their US advertising spending to “diverse-owned” media partners. Shortly after making their announcement, the brand also got hit with a lawsuit from Byron Allen’s Allen Media Group alleging that McDonald’s has a history of racial stereotyping in its advertising practices. You can catch up on some of the details of the company’s new commitment to supporting diversity here: https://www.adweek.com/brand-marketing/mcdonalds-ad-spend-to-diverse-owned-companies/

Dunkin’ Does Décor

After spending the past year battling the COVID-19 pandemic, many people used their extra time at home to take on remodeling and redecorating projects. Now, Dunkin’ is inspiring diehard fans to bring the brand into their next renovation. In a new partnership with direct-to-consumer paint brand Backdrop, Dunkin’ has created a limited run of paint cans in their classic brand colors of bright pink and orange. Dunkin’ was drawn to Backdrop’s mission to make painting fun and accessible, which should be especially appealing to consumers after such a challenging year.

This partnership also shows Dunkin’s growing focus on millennial consumers. Many millennials have been buying their first homes in recent years and looking to create unique features throughout their new space, which makes a paint collaboration perfect for the audience. Backdrop has also been considered one of millennials’ favorite paint brands because of its digital-first approach. Learn more about the partnership with Dunkin’ here: https://www.marketingdive.com/news/dunkin-brings-signature-hues-to-home-decor-via-dtc-paint-brand-backdrop/600341/

Lego Is for Everyone

With Pride month just around the corner, brands are starting to unveil their plans to celebrate. For the first time, Lego is releasing a Pride-themed set called “Everyone is Awesome” that is meant to celebrate the diversity of the brand’s fanbase. The set comes in rainbow colors and includes 11 Lego unisex figures that each match one hue of the rainbow. It’s meant to be simple, eye-catching and a piece that fans can display proudly in their homes.

To announce the set, Lego Vice President Matthew Ashton, the designer of the kit, shares his experience growing up as an LGBTQ+ kid and what “Everyone is Awesome” means to him. According to Ashton, the set “symbolizes inclusivity and celebrates everyone, no matter how they identify or who they love.” Check out the introductory video and details about the set here: https://adage.com/creativity/work/legos-lgbtqia-set-celebrates-diversity-rainbow-colors/2337526

YouTube Shorts Launches a Creator Fund

The original king of video, YouTube, is coming after its new crop of competitors. To draw more creators to its TikTok-eque platform, YouTube Shorts, the company created the YouTube Shorts Fund, which will pay out $100 million to users for their high-engagement content over the coming year. According to YouTube, they plan to split up the cash to thousands of creators each month.

Other video platforms have taken similar approaches in an attempt to draw users away from uber-popular TikTok. Snapchat has started paying $1 million every day to the creators of top-performing videos on their platform, Spotlight, while Instagram has also paid some of the most-followed TikTok users to switch to its new service, Reels. Find out more about YouTube shorts here: https://techcrunch.com/2021/05/11/youtube-announces-a-100m-fund-to-reward-top-youtube-shorts-creators-over-2021-2022/