Get ready for the madness – basketball ads have already arrived! Catch up on all the latest timely marketing campaigns in our Weekly Must Reads.

Say Hello to the “Chin-fluencer”

Introducing the world’s first “chin-fluencer.” Dollar Shave Club recently became the official razor brand of March Madness, and they’re celebrating by inking their first NIL deal. The brand named Gonzaga University’s Drew Timme as their first-ever chin-fluencer, thanks to the basketball player’s trademark horseshoe moustache. Fans who join the hairless chin trend and share a photo on social media will earn a “chin-try” to the brand’s contest for Final Four tickets. Consumers can also enter the contest by purchasing Timme’s favorite products from Dollar Shave Club or referring friends to the brand.

In addition to the contest and chin-fluencer efforts, Dollar Shave Club plans to promote their ongoing “Noticeably Smooth” campaign with commercials during upcoming March Madness games. Find out more about the brand’s basketball-themed efforts here: https://www.prnewswire.com/news-releases/dollar-shave-club-becomes-official-razor-of-march-madness-and-creates-the-worlds-first-chin-fluencer-301498743.html

Degree Closes the Gender “Bracket Gap”

As the NCAA basketball tournaments kick off this week, Degree is charging straight at the disparity between men’s and women’s sports. The brand is partnering with WNBA star Candace Parker to incentivize fans to fill out a women’s tournament bracket by offering a $25,000 reward to a random entrant, as well as a $75,000 donation to a women’s athletic program in their name. To support the campaign, Degree and Parked created a video breaking down the change from picking a “bracket” to “brackets.”

While performing research for the campaign, Degree found only 12 percent of basketball fans filled out a bracket for the women’s tournament last year. This new push hopes to increase awareness and recognition of women’s sports, which also fits into Degree’s larger “Breaking Limits” program that supports underrepresented athletes. Watch the ad and learn more about the campaign here: https://www.marketingdive.com/news/degree-looks-to-close-gender-bracket-gap-during-march-madness/620099/

McDonald’s Latest Coffee Campaign

In their latest campaign for the McCafé line of coffee, McDonald’s is embracing Gen Z’s high energy and coffee obsession. The brand’s new film-style ad titled “For Every Beat of the Day” focuses on how a good cup of coffee can make us feel “invincible,” no matter where we are or when we’re drinking it. According to McDonald’s Senior Director Marketing, the ad came from an understanding that Gen Z needs “a cup of coffee that matches their on-the-go lifestyle.”

The increased focus on Gen Z comes at a perfect time for McDonald’s, as a recent study discovered only 8 percent of the generation feels brands understand them and their needs. Check out the ad and read more updates about the fast food company here: https://www.adweek.com/brand-marketing/mcdonalds-embraces-gen-z-aesthetic-to-push-its-coffee/?itm_source=parsely-api

Kraft’s New Netflix Project

Be honest: who doesn’t love Kraft Mac & Cheese? That’s Kraft’s selling point in their latest ad, a collaboration with Netflix and Ryan Reynolds to cross-promote the comfort food with the new Netflix film “The Adam Project.” The new commercial is framed as a behind-the-scenes look at Reynolds and Walker Scobell preparing for their “The Adam Project” roles, with Scobell mirroring Reynolds’ deadpan sarcasm too well as he promotes the mac & cheese. For Kraft, the movie’s premise – a grown man traveling back in time to help his childhood self save the world – is a natural fit to illustrate that anyone of any age can enjoy Kraft products.

The new campaign represents a bolder marketing direction for Kraft, but a familiar recipe for Reynolds and Netflix. The streaming service has frequently integrated brand advertising into their shows and movies, exploring the overlap between marketing and entertainment. You can see the new commercial here: https://www.thedrum.com/news/2022/03/07/ryan-reynolds-cooks-up-kraft-mac-and-cheese-and-netflix-campaign-the-adam-project