New campaigns, new partnerships and new missteps are the talk of the marketing & advertising world this week. Catch up on all the latest news in our Weekly Must Reads.

Dove’s Selfie Talk

Dove has returned to take on more unrealistic beauty standards for women in their latest advertisement. This time, they have a famous body positivity advocate on their side. The brand’s new campaign, titled “The Selfie Talk,” illustrates the challenges young girls face in perfecting their online image. Though she doesn’t appear in the first video, the campaign will feature Grammy-award winning singer Lizzo through social media posts and select virtual appearances.

In the past, Dove has focused their marketing messages on “real beauty” and advocating for more inclusive representation of women. In addition to commercials and digital content, Dove has also created a “Confidence Kit” on their website. This resource aims to help parents teach their children about body positivity and navigating social media. Check out the first Selfie Talk video here: https://www.adweek.com/brand-marketing/dove-and-lizzo-unite-in-powerful-campaign-against-unrealistic-selfies/

Brand Pitfalls in the European Soccer League Debacle

In recent weeks, some of the top soccer clubs across Europe announced their plan to form a breakaway league of their own in order to guarantee games and increased revenue in the coming years. However, the announcement was met with intense criticism from fans, players and country officials alike. Now, the participating clubs are left to decide if the risky move is worth it – and the league’s financers, including JP Morgan Chase, have to deal with the fallout.

The banking brand, which is based in the US, planned to launch a digital-only retail lending service in the UK later this year. This is the first time JP Morgan Chase will expand into a new country. Now, their potential customers may hesitate to switch to a bank that funded an unpopular venture in their beloved sport. On Friday, the brand issued an apology and also vowed to learn from their misjudgment. Catch up on all the details of the European Super League and JPMorgan Chase’s involvement here: https://www.bloomberg.com/news/articles/2021-04-21/jpmorgan-gets-caught-up-in-europe-s-big-soccer-league-blunder

“Get a Dos” of This New Slogan

For the first time since 2006, the Heineken-owned beer brand Dos Equis is moving away from its “Interesting” brand identity. The brand’s latest marketing campaign introduces their new tagline, “Get a Dos,” playing on the English pronounciation of the word “dose” – as in a vaccine. The launch comes just before the Mexican holiday Cinco de Mayo, and as part of the campaign, Dos Equis is giving away gift cards on social media to help fans finance their holiday plans.

The first spot in the campaign focuses on building positivity around consumers’ first nights out after receiving their COVID-19 vaccines. The ad features plenty of funny blunders as people readjust to the real world. The goal is to position Dos Equis as a brand that connects with consumers “through cultural relevancy and optimism,” according to the brand’s senior director. Find out more about the new timely tagline here: https://www.marketingdive.com/news/dos-equis-new-brand-direction-offers-a-dose-of-post-pandemic-optimism/598647/

Next Steps for the Kobe Bryant Brand

Last week, the estate of the late Kobe Bryant officially ended its long-term partnership with Nike. The estate includes a number of valuable trademarks, and with the account up for grabs, Bryant’s family has an opportunity to find a new partner to help them create products and organizations that will perpetuate the star’s legacy. In the past, Bryant’s deal with Nike focused primarily on footwear. A new deal will allow the brand to expand further into clothing, children’s apparel, eyewear, video games and more.

Moving forward, the Kobe Bryant brand may consider signing another mega-partnership with a Nike competitor, or creating licensing agreements with a number of other companies. Learn all the details of the potential new opportunities for the Mamba’s legacy here: https://adage.com/article/cmo-strategy/whats-next-kobe-bryant-brand-after-nike-split/2329776