Marketers have been busy this week with new campaigns, popular TV specials and high-profile mergers. Check out all the updates on the latest marketing and advertising news in our Weekly Must Reads.

Twitter Rolls Out Subscription Service

Twitter is launching a new round of exciting updates – and this time, they’re not free. Last week, Twitter announced its new subscription service, called Twitter Blue, that gives users access to exclusive features, including the ability to “undo” tweets, for a small monthly fee. Users of Twitter Blue will be able to retract tweets before they go live, bookmark saved tweets into groups, follow threads in a user-friendly “reader mode,” change color themes and more. The program is first rolling out in only Canada and Australia to test the user experience and will likely come to the US later this year.

Twitter’s move toward a subscription service is a notable departure from the revenue models of other social media platforms. While apps like Facebook, Instagram and Snapchat are able to rely almost entirely on advertising, Twitter struggled to reach the same popularity with marketers. In the future, Twitter also plans to allow users to charge subscriptions to their followers for bonus tweets and community groups. Discover all the details of Twitter Blue here: https://www.theverge.com/2021/6/3/22464291/twitter-blue-subscription-service-canada-australia-undo-reader-mode

Pepsi Claims It’s Better with Burgers

According to Pepsi, its soda goes better with burgers – and the top fast-food chains should take note. In honor of the recent National Hamburger Day holiday, Pepsi conducted a third-party blind taste test and a consumer survey to prove that approximately 60 percent of participants preferred eating a fast-food burger with a Pepsi rather than a Coke. They also brought in a panel of experts to explain why the citrus notes in Pepsi pair better with the meat of a burger.

To show fast-food brands like McDonald’s and Burger King that consumers would prefer they offer Pepsi, the brand reimbursed consumers for their Pepsi purchases on National Hamburger Day. If customers posted a photo on social media of their Pepsi and favorite hamburger in hand with the brand’s #BetterWithPepsi hashtag, Pepsi provided a rebate to cover the cost of the drink. Find out more about how Pepsi is taking aim at the fast-food market here: https://www.prnewswire.com/news-releases/results-are-in-study-finds-60-of-participants-prefer-pepsi-over-coke-with-signature-burgers-from-top-three-burger-chains-301299361.html

Heineken’s Anti-Drunk Driving Ads on Waze

In a new partnership with mobile app Waze, Heineken is encouraging drivers to stay safe and avoid driving drunk. For the last couple weeks, Waze users in California have received Heineken ads when their car was stationary with reminders to never drive after drinking. The ads specifically target those driving to social settings, including restaurants, bars and sports stadiums. The campaign is well-timed to coincide with California’s planned reopening later this month, as more consumers will likely begin venturing back out to public gatherings.

Recently, Heineken has made efforts to promote itself as a responsible beverage brand. The brand still uses “Enjoy Heineken Responsibly” as one of their taglines and has consistently advertised its non-alcoholic Heineken 0.0 beer since 2019. Learn more about the Waze ads here: https://www.marketingdive.com/news/heineken-deploys-mobile-ads-on-waze-to-discourage-drunken-driving/600913/

Amazon’s New License to Thrill

Last week, Amazon entered a deal to acquire MGM for more than $8 billion. MGM is most well-known as the movie studio that holds the rights to the one and only 007 – James Bond. The merger opens the door for endless Bond brand integrations made conveniently available on Amazon’s e-commerce site. Amazon can now access MGM’s other content, including “Shark Tank,” “Survivor,” and the “Rocky” franchise, as well.

It’s an interesting acquisition, as MGM is already well-known for featuring advertisers in Bond films. In the past, the Bond character has exclusively driven Aston Martin car, worn Omega watches and drank Heineken beer. With Amazon at the helm, those brand partnerships could evolve into more direct and interactive avenues to sales. Check out all the details of the deal and let us know what you think: https://adage.com/article/media/why-amazons-deal-mgm-supercharges-james-bonds-brand-appeal/2338551