How are some of the biggest brands reaching their audiences in new, clever ways this week? Check out our Weekly Must Reads for all the latest updates on the news you need to know.

Pepsi Dreams of Post-Pandemic Messes

Pepsi is the latest brand to launch a campaign dreaming about the end of the COVID-19 pandemic. In a new spot called “The Mess We Miss,” Pepsi takes a slightly more realistic approach to post-pandemic life, fondly recalling the daily messy moments of normal life. Throughout the ad, we see people get stuck in revolving doors with strangers, fall asleep on others’ shoulders on an airplane, and pass hot dogs through the crowd at a sports game without a second thought. According to Pepsi’s VP of Marketing, the brand wanted to show that “a life filled with these carefree moments of unapologetic enjoyment,” is on the horizon – and best enjoyed with their soft drinks.

While other ads that look to post-pandemic life choose to promote vaccination efforts, Pepsi chose a softer approach. The ad ends with a softer call to action to “find our way back to a better tomorrow” – an especially fitting send-off for a spot set to “Tomorrow” from Annie. Watch the commercial for yourself here: https://adage.com/creativity/work/pepsi-mess-we-miss/2335606

Burger King Taps into AR Technology

Video game marketing has been ramping up recently, but Burger King just took the trend a step further. As part of a new partnership with Angry Birds, Burger King has created an immersive augmented reality game as part of their King Jr kids’ meals. In the game, users aim to defend their AR eggs from thieves by catapulting slime at them. To access the platform, customers simply use their phone to scan the QR code included on King Jr meals and merge the world of Angry Birds into their reality.

In addition to the King Jr boxes, the QR code linking to the game will also be included on Angry Birds toys and in-store signage at select Burger King locations. Do you think this campaign will be a short-lived gimmick, or a cutting-edge way for brands to connect with their customers? Find out more and let us know what you think: https://www.adweek.com/brand-marketing/burger-king-ar-game-allows-customers-to-enter-the-world-of-angry-birds/

Sandy Hook Promise Shines Light on Kids’ Mental Health

Sandy Hook Promise, the non-profit formed by family members of the children killed at Sandy Hook Elementary School, recently released a new PSA to remind us that the kids are not alright after a year of pandemic-related chaos. In a series of three short videos, Sandy Hook Promise illustrates the anxiety, isolation, and information overload that teenagers have been experiencing. The campaign was prompted by a harrowing statistic: today, more than 70 percent of teenagers are struggling with their mental health.

As schools look to fully reopen this fall, this movement hopes to help parents and other adults watch for signs that their children are struggling to readjust back to normal. You can watch all three new PSAs and learn the warning signs to watch for here: https://www.thedrum.com/news/2021/05/14/ad-the-day-sandy-hook-promise-focuses-mental-health-kids-return-school

Disney+ Experiences Slower Subscriber Growth

After years of outrageous growth, we’re finally seeing some first signs that streaming services may be slowing down. In its fiscal second quarter, Disney+ totaled 6 million fewer customers than projected, and overall revenue fell by 13 percent. Most analysts attribute the slowed growth to the gradual return to normal happening across the US. Because streaming platforms saw such a huge boost in subscribers at the start of the pandemic, an eventual drop in growth may have been inevitable.

To combat the slowing numbers, Disney has focused on resuming normal production on their new content offerings that will hopefully attract more subscribers. Will the upcoming releases of Disney+ series like “Loki” and “The Book of Boba Fett” attract more of these fanbases to the streaming platform? Check out all the details here: https://www.reuters.com/article/us-walt-disney-results/disneys-streaming-growth-slows-as-pandemic-lift-fades-shares-fall-idUSKBN2CU27N