From Father’s Day to Pride Month, brands have had lots of important topics to focus their marketing on in recent weeks. Catch up on all the latest news you need to know in our Weekly Must Reads.

Lebron James Inspires a New Reese Campaign

What’s marketers’ newest source of direct inspiration for advertisements? Surprise: it’s viral memes. A few months ago, Lebron James shared a meme comparing the bald spot on his head to a bit of a Reese Cup stuck to the bottom of its candy wrapper. The post generated a lot of discussion on social media, and Reese’s marketing team took notice. To them, the meme proved that their product could be recognized by just the wrapper alone. Now, the team has unveiled a new campaign on social media, along with a billboard in Toronto that simply pictures a Reese wrapper on an orange background.

The campaign, called “#StickyVsCleanCup,” plays on the debate among fans over the best way to peel a Reese Cup out of its wrapper. Let us know: do you prefer a wrapper that’s completely clean, or one that uncannily resembles Lebron’s hair? https://adage.com/creativity/work/lebron-james-bald-spot-inspires-reeses-ad/2342511

The Future of Pink is Green

As part of Mattel’s new “purpose-led approach,” they’ve introduced a new line of Barbie dolls made from 90 percent recycled ocean-bound plastic parts. In the line’s first advertisement, “The Future of Pink is Green,” Mattel highlights the many makeovers Barbie has experienced over the years, mostly at the hands of creative kids. It notes, though, that this new makeover is one of the most important, making sustainability more comprehensible for the brand’s young audience.

Mattel’s plans for more sustainable toys aren’t stopping with this campaign. The brand recently announced a goal to use 100 percent recycled or bio-based packaging across all their products by 2030. In the future, look for more eco-friendly product offerings, including a limited-edition Barbie bracelet coming soon that will support the ocean-cleaning organization 4Ocean. Check out all the details of the campaign here: https://www.thedrum.com/news/2021/06/10/ad-the-day-barbie-dolls-made-ocean-plastic-waste-inspire-kids-go-green

A Drink Fit for Fathers

To celebrate the upcoming Father’s Day holiday, Aviation Gin has created a “drink as refreshing as fatherhood” – The Vasectomy. It’s made with a few simple ingredients, such as tonic water, which Aviation Gin founder and dad of three Ryan Reynolds describes as, “so bubbly, just like I feel every day waking up after a long, full night of sleep.” Of course, the drink is topped off with a (very) heavy pour of Aviation Gin.

For dads who are too exhausted to head to the store to pick up the ingredients themselves, Aviation Gin also partnered with Sourced Cocktails to create a “Vasectomy Father’s Day Cocktail Kit.” Where does this ad rank among your favorite Ryan Reynolds-led commercials? Watch it and let us know here: https://www.adweek.com/agencies/ryan-reynolds-fathers-day-creation-for-aviation-gin-is-the-vasectomy/?itm_source=parsely-api

How to be Proud of Pride Campaigns

For the past couple of weeks, many brands have been recognizing Pride month with temporary rainbow logos, social media posts and charity donations. These kinds of efforts are starting to become common, and several LGBTQ community members have noted how nice it is to see more companies showing support so publicly. However, others wonder whether these actions are truly sincere or just checking the brand’s inclusivity box for the year.

According to James Silverstone, an advertising account director and member of the LGBTQ community, brands that show themselves to be year-round allies will resonate with audiences most sincerely. For example, companies like Levi’s, P&G and PepsiCo, have all created inclusive campaigns and events throughout the past year, not just during the month of June. For more insight into how brands can show the most support during Pride and beyond, check out Silverstone’s column here: https://www.marketingdive.com/news/somewhere-over-the-rainbow/601497/