This week, expect to see the unexpected in the newest marketing campaigns from some of the biggest brands. Keep reading to get the scoop in our Weekly Must Reads.

Panera’s Soup-Inspired Swimwear

Consumers’ love for Broccoli Cheddar Soup from Panera can’t be stopped by record-high summer temperatures. According to the brand’s recent data, 70 percent of Panera fans continue to order their favorite soups during the hottest months of the year. To honor those fans, Panera has created a new line of swimwear inspired by their most popular soup products, including a broccoli-patterned one-piece and a pool float that looks like a bread bowl. All the new merch is also size-inclusive, ranging in size from extra small to 4X.

In the past, other fast-food brands have had success with branded apparel, including Taco Bell’s “Sauce Packet Collection” of apparel and McDonald’s collaborations with stars like Travis Scott. You can check out the newest merch options and find out where to purchase them here: https://www.adweek.com/brand-marketing/panera-launches-a-swimsuit-collection-for-the-70-of-fans-who-still-eat-soup-in-the-summer/?itm_source=parsely-api

Airheads’ Chicken Sandwich is “Out of Control”

If you thought brands’ obsession with chicken sandwiches was wild before…you ain’t seen nothing yet. Last week, for National Fried Chicken Day, Chicago restaurant Frances’ Deli & Brunchery partnered with Airheads and candy expert Perfetti Van Melle to create a fried chicken sandwich topped with a bun made from Airheads. Though the sandwich was available for just three hours at the Chicago restaurant, local chicken sandwich afficionados still flocked to the store to give it a try.

The Chicken Sandwich Wars may have started as (somewhat) friendly competition between fast food chains, but it has now evolved into a trendy marketing tactic for all kinds of brands. You can find Pringle’s spicy chicken sandwich chips on grocery store shelves, as well as a Crispy Chicken Sandwich Taco on Taco Bell’s menu. Find out more about the Airheads sandwich and the ongoing wars here: https://www.foodandwine.com/news/airheads-candy-chicken-sandwich

Find a Code, Win a Chipotle Burrito

Basketball fans should keep their eyes glued to the TV screen – and not just for the amazing shots. During the NBA Finals, Chipotle is airing a series of commercials that contain special hidden promo codes that fans can enter for a chance to win free burritos. All viewers have to do is find the keyword, text it to 888-222, and after each game, Chipotle will send between 10,000 and 30,000 coupons for a free burrito.

Chipotle’s campaign bridges the divide between traditional TV ads and mobile advertising, which is important as Chipotle continues to push ordering through their smartphone app. It’s clear their tactics are working – recent reports indicate nearly half of Chipotle’s sales come from mobile orders. Dive into more of the campaign’s details here: https://www.marketingdive.com/news/chipotle-hides-giveaway-codes-in-nba-finals-ads-for-a-game-within-the-game/602939/

Adidas Launches an Immersive Billboard

Last month, Adidas took outdoor advertising to a new level. Located on a popular beach in Dubai, the brand’s latest “billboard” is actually a small swimming pool. Adidas claims the ad is the “first ever liquid billboard,” made from a clear, reinforced acrylic materials and big enough to hold 11,500 gallons of water. To help promote Adidas’ new line of inclusive swimwear for women in the Middle East, the brand invited women to come take a dip in the pool and test out their latest items for consumers looking for more conservative options.

A few famous Middle Eastern athletes, including Dareen Barbar and Raha Moharrak, took the dive into the billboard alongside a number of other women. After they finished their turn, each swimmer also received a poster with a photo from their experience. Check out all the details about this truly immersive campaign here: https://adage.com/creativity/work/you-can-actually-swim-adidas-billboard/2348991