This week, many of the most noteworthy campaigns came from some of the world’s most prominent food and beverage brands. Find out how marketers are making their products stand out in crowded snack food and beverage categories in our Weekly Must Reads.

Oatly Challenges Big Dairy on Climate Issues

Oatly has been one of the leading oat drink brands since the beverage started rising in popularity in the mid-2010s. Part of the brand’s mission is to conserve resources and create a more sustainable food chain, and starting in 2019, Oatly began listing its climate impact on all their products. Throughout the year, they’ve also been running an out-of-home campaign offering free ad space to “Big Dairy” on one condition – they must include the full climate footprint of their products.

Oatly started their climate campaign in the US earlier this year, and recently rolled out similar messages across the UK. The brand’s creative director reported that “unsurprisingly,” no dairy companies have taken them up on the offer yet. Learn more about Oatly’s creative campaign to call out the dairy industry’s unsustainable practices here: https://www.thedrum.com/news/2023/10/16/why-oatly-wants-all-food-and-drink-brands-show-the-climate-footprint-products

General Mills Launches Brand Refreshes

General Mills is the latest company to take part in a long series of brand refreshes this year. To better appeal to Gen Z and Generation Alpha, the packaged food giant recently updated the branding and packaging for several of its biggest products, including Gushers, Fruit Roll-Ups and Fruit by the Foot. Each brand’s refresh aims to give their packaging a more “relaxing” aesthetic, in hopes of encouraging kids and teens to unwind with their products.

While many brand refreshes come after periods of falling sales, General Mills’ products have actual posted an increase in revenue this year. In this case, the redesigns are preventative, as General Mills hopes to ward off challenger brands in the same product categories. Dive deeper into the snack company’s rebrand strategy here: https://www.marketingdive.com/news/general-mills-refreshes-fruit-snack-brands-CPG-marketing/697130/

Oreo Plans Their Return to the Super Bowl

After more than a decade, Oreo will officially return to the Super Bowl in 2024. Their last appearance during the big game was a memorable one. In 2013, when the stadium lights suddenly shut off in the middle of the game, Oreo tweeted out an image of their cookie against a dark background with the now-famous phrase, “You can still dunk in the dark.” The brand also ran a commercial during the game to celebrate their 100^th birthday, but their timely tweet made history, and is still referenced as one of the most effective Super Bowl spots ever.

This year, Oreo is just the second brand to confirm their ad buy for the Super Bowl, following Coors Light, who made their return to the big game just last year. Find out more about Oreo’s history of marketing during the Super Bowl and their plans for this year’s commercial here: https://adage.com/article/special-report-super-bowl/oreo-air-super-bowl-commercial-decade-after-viral-dunk-dark-tweet/2523606

Snickers Recreates Classic “Chefs” Ad

Travis Kelce may be the Kansas City Chief getting the most attention right now, but head coach Andy Reid is having his own moment in the spotlight. Coach Reid partnered with Snickers in a new ad that reimagines a classic 1996 commercial from the brand that featured a groundskeeper mistakenly writing “Chefs” in the team’s end zone. The new commercial mimics the original nearly frame-for-frame, but this time it’s Reid who asks, “Who are the Chefs?” and comforts the groundskeeper.

Given the Chiefs’ Super Bowl win earlier this year and the heightened media attention on the team, it’s the perfect time for Snickers to tap into the hype with their recreation. The NFL is also familiar territory for the candy brand, as they’ve been the league’s official chocolate bar sponsor for more than 20 years. Check out their newest commercial here: https://www.usatoday.com/story/sports/nfl/chiefs/2023/10/19/chefs-snickers-commercial-coach-andy-reid/71244909007/