Both large legacy brands and under-the-radar companies are thinking outside the box this week with new ad campaigns that push the creative boundaries. Catch up on the exciting new campaigns you may have missed in our Marketing Must Reads.

Wonderful Pistachios Is on the Go

To promote their new travel-sized No Shells line, Wonderful Pistachios launched a creative on-the-go out-of-home ad campaign. The brand partnered with ride share services Uber and Lyft to create 80 car wraps that highlight how convenient the new product will be for travelers. The car wraps were selected for drivers who work in high-traffic areas in several of the largest US cities. Wonderful Pistachios will also add billboards, digital out-of-home placements, and local influencer partnerships to support the campaign.

Wonderful Pistachios’ new campaign is a departure from their last marketing effort, called “Get Crackin’,” which featured the nut’s signature hard shell and utilized TikTok videos with popular celebrities like Martha Stewart and Snoop Dogg. Learn more about the brand’s updated strategy and focus on out-of-home placements here:  https://www.marketingdive.com/news/wonderful-pistachios-no-shells-marketing-campaign/724953/

Google Adds Shoppable Elements to “Emily in Paris”

Netflix’s hit show “Emily in Paris” is known for its scenes at famous Paris landmarks, absurd storylines, and statement-making fashion. Now, fans of the show can shop Emily’s style with a new Google integration. While watching the new season, viewers can scan select clothing items with Google Lens and identify similar pieces available online. Those watching on Netflix’s ad-supported tier will also see ads from Google throughout the show, prompting them to scan the screen and access a Google “shopping page” featuring Emily’s clothes and accessories.

In the past, other streaming services, such as Disney+, have experimented with adding shoppable elements to popular pieces of content. This is Netflix’s first attempt at the strategy. However, they’ve had previous success partnering with other major brands, including Coca-Cola and Procter & Gamble, to tie in their products with some of Netflix’s most-watched programs. Read more about their new Google integration here: https://variety.com/2024/tv/news/netflix-google-advertising-emily-in-paris-shopping-1236108223/

US Bank Honors the Harlem Renaissance with Zines

In honor of the 100th anniversary of the Harlem Renaissance, US Bank and the New York Times’ content studio T Brand worked together to create two creative and informative zines. The zine format allowed the brands to feature creative work from Black artists with a medium that commemorates the importance of the underground press during the Harlem Renaissance. T Brand printed the zines and included them in the print edition of the New York Times on Sunday, August 18.

Much of the content in the zines focuses on intergenerational change, in terms of both Black wealth and contributions to the arts. The finance-focused zine includes a letter from US Bank’s president of wealth management, which explores the wealth gap for Black families and discusses how financial services can specifically help these consumers. Find out more about US Bank’s efforts to close the wealth gap and the Times’ commitment to honoring the history of their community here: https://www.prweek.com/article/1885509/us-bank-new-york-times-honor-anniversary-harlem-renaissance-zines

Sriracha-Cha Slide Into a New Campaign

Lee Kum Kee USA, the brand behind the popular Sriracha sauce, is getting musical. In a new campaign focused on promoting the sauce to Gen Z. consumers, Lee Kum Kee reimagines the “Cha Cha Slide” as the “Sriracha-Cha Slide,” for a nostalgic, “spicy” twist. The song will be featured in several commercials, digital ads, and even a 24/7 Twitch livestream with artist Ericdoa.

To further dive into the musical elements on their campaign, Lee Kum Kee partnered with songwriter Nate Cyphert to create a curated Spotify playlist. The playlist features both current top hits and classic songs that embody the spirit of Sriracha sauce. The lineup also hopes to appeal to Gen Z listeners, who tend to listen to more music than any other generation. Check out the details of Lee Kum Kee’s latest marketing push here: https://www.marketingdive.com/news/lee-kum-kee-gen-z-music-campaign-sriracha-sauce/724274/