From new products to new spokespeople, the marketing world is full of news this week. Catch up on the stories you need to know in our Weekly Must Reads.

Adidas Launches New Sports Bra Line

To promote its new line of sports bras designed entirely by women, Adidas made an extremely bold move for a global brand: it tweeted a collage of breasts. The sports bra line (which features 43 different styles) and resulting campaign are focused on providing support and comfort for all women, no matter the size or shape of their chest. Alongside the social campaign, Adidas will also run out-of-home ads that show the scratches and marks that ill-fitting sports bras can leave on women’s backs.

On Instagram or Facebook, this kind of campaign would have been impossible to run, as most other platforms strictly forbid any nudity. However, Adidas’ message was perfect for Twitter, where it quickly sparked conversations about women’s health and representation. Find out more about the campaign here: https://www.adweek.com/brand-marketing/adidas-tweeted-25-pairs-of-bare-breasts-to-launch-a-campaign-for-inclusive-sports-bras/

Coca-Cola’s Stellar New Flavor

As part of its ongoing “Real Magic” campaign, Coca-Cola is taking its flavor into the stratosphere. In the months to come, the brand will introduce a variety of limited-edition soda flavors inspired by recent cultural phenomena. forays into commercial space travel. The first offering, “Starlight,” is a nod to renewed interest in commercial space travel. The soda supposedly leaves a “cooling sensation” in the mouth, and its packaging mirrors a starry night sky.

Bottles and cans of “Starlight” also display a QR code, which leads customers through an AR experience that includes custom social media filters and performances by singer Ava Max. Check out all the details on “Starlight” and Coca-Cola’s upcoming products here: https://www.marketingdive.com/news/coke-lifts-off-new-innovation-platform-with-space-flavored-starlight-cola/619058/

Guinness Prepares for St. Patrick’s Day

Ahead of the St. Patrick’s Day holiday next month, Irish brewery Guinness created a new ad celebrating some classic St. Patty’s traditions. The commercial shows green-clad customers gathering in a pub, drinking pints of Guinness while singing and dancing to “Can’t Take My Eyes Off You.” The campaign tagline, “All together now,” reminds us how sweet it could be to reunite with friends, especially since the pandemic has disrupted the holiday the past two years.

In addition, the brand will run a contest awarding cash prizes to those who submit the best St. Patrick’s Day-inspired toasts. Participants over the age of 21 can submit videos of their toasts now through March 31 at toast.guinness.com. https://www.thedrum.com/news/2022/02/17/guinness-ad-celebrates-st-patrick-s-day-traditions

Victoria’s Secret Delivers on Inclusive Promises

Last year, Victoria’s Secret officially began its brand refresh, employing empowering spokespeople like Megan Rapinoe and Priyanka Chopra in place of traditional supermodels. Now, the brand has taken their inclusivity pledge a step further. They recently selected Sofia Jirau, a Puerto Rican model with Down Syndrome, as the face of its new Love Cloud collection. A diverse group of 18 other women will join Jirau to promote the collection, which was designed with a wide range of body sizes in mind.

Meanwhile, the retailer’s sister brand, Victoria’s Secret Pink, also recently named plus-size TikTok star Remi Bader as their newest brand ambassador. Learn more about the new direction for Victoria’s Secret here: https://www.cnbc.com/2022/02/18/victorias-secret-hires-sofia-jirau-its-first-model-with-down-syndrome.html