Weekly Must Reads

Written by Kelsey

April 19, 2021

Need to catch up on the most recent marketing and advertising stories? We’ve got you covered. Check out the updates you need to know now in our Weekly Must Reads.

Peloton Trains with Champions

In the leadup to this summer’s Olympic Games in Tokyo, Peloton has launched a new campaign featuring nine current and former Olympics and Paralympics to build excitement and inspire fans. The campaign encourages viewers to “train with champions,” in its first video, which was posted last week. Those champions include Olympic medalists Usain Bolt, Allyson Felix and Andre de Grasse, who are all shown competing in their respective sports.

Although they’re not an official sponsor of the Games, Peloton is able to include Olympic athletes in their advertising thanks to recently relaxed restrictions under Olympic Rule 40. The rule changes make it easier for non-sponsor brands to create campaigns around the Games and let athletes sign their own endorsement deals. Find out more about Peloton’s campaign and Olympic advertising requirements here: https://adage.com/article/cmo-strategy/how-peloton-tapping-olympics-fever/2328481

Buds Reunite Post-Vaccination

Budweiser’s famous Clydesdales and puppy sidekick have finally been reunited in celebration of a COVID-vaccinated world. Their new ad, titled “Reunited with Buds,” encourages people to reunited safely after vaccination. To incentivize consumers, Budweiser is offering a $5 virtual gift card for one beer to anyone with proof of vaccination.

This new Budweiser campaign follows their decision to forgo a Super Bowl ad for the first time in 37 year. Instead, the brand chose to donate the money in support of COVID-19 awareness and education. Budweiser is one of a few companies to encourage vaccination recently, and we expect to see more join in soon. According to Adweek, 60 percent of brands felt they had an obligation to promote vaccination in their marketing materials. Watch Budweiser’s ad and learn more about their campaign here: https://www.adweek.com/brand-marketing/budweisers-clydesdales-and-puppy-reunite-to-sponsor-your-first-post-vaccine-beer/?itm_source=parsely-api

Pepsi & MTV’s Perfect Match

A branded reality dating show? Yes, it really exists now. Last week, Pepsi and MTV announced the upcoming TV show Match Me If You Can, a new reality dating program that brings together former reality TV stars hoping to find a perfect match. The series will debut via commercial break takeovers on MTV before transitioning full-time to MTV’s YouTube channel. The show will frequently feature Pepsi’s new Mango flavor to show that surprising combinations can work well together.

According to marketing executives from ViacomCBS Velocity (MTV’s parent company), Match Me If You Can “embodies everything fans love in a dating show but will also authentically generate excitement and engagement” about Pepsi’s newest flavor. Check out the first trailer for the show and find out more about MTV and Pepsi’s partnership here:

According to marketing executives from ViacomCBS Velocity (MTV’s parent company), Match Me If You Can “embodies everything fans love in a dating show but will also authentically generate excitement and engagement” about Pepsi’s newest flavor. Check out the first trailer for the show and find out more about MTV and Pepsi’s partnership here:

https://www.prnewswire.com/news-releases/pepsi-and-mtv-partner-to-create-fresh-new-reality-dating-series-match-me-if-you-can-in-celebration-of-the-surprisingly-perfect-match—pepsi-mango-301267475.html

Dollar Tree’s New Retail Media Network

Dollar Tree, Inc., the parent company that owns both Family Dollar and Dollar Tree discount stores, recently announced the formation of their new retail media network. The media group, called Chesapeake Media Group, will help the brands gather more customer data. This is especially important today, as Google and other companies are quickly discouraging the use of third-party cookies. Chesapeake Media Group will also focus on creating promotional items, category takeovers and personalized videos for Dollar Tree, Inc. brands.

The creation of the Chesapeake Media Group follows similar moves made by other retailers, including Walmart, Target, Kroger and CVS. In addition to the new media group, Dollar Tree, Inc. has announced plans to experiment with new store formats tailored to changing consumer trends driven by the pandemic. Read up on all the details here: https://www.marketingdive.com/news/dollar-tree-sets-up-retail-media-network-amid-boom-for-discount-category/598463/

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