This week, brands are getting creative to connect with audiences in new and engaging ways. Catch up on all the latest strategies and campaigns in our Weekly Must Reads.

PBR’s Easter Keg Hunt

Who says Easter-themed hunts are just for kids? Pabst Blue Ribbon let adults in on the fun with their Easter “Kegg” Hunt, featuring hidden pastel beer kegs in select US cities. The beer brand drove interest by posting clues to the Kegg locations on their social media accounts throughout the Easter weekend. Though the Keggs didn’t actually contain alcohol, anyone over the age of 21 who found one will receive a gift card for the price of one real keg.

The nostalgic promotion plays into PBR’s recent surge in popularity among younger audiences while also driving an increase in social media traffic. Find out more details about the Kegg Hunt here: https://www.marketingdive.com/news/pabst-blue-ribbon-beer-kegs-easter-egg-hunt/622118/

Justin Bieber Hockey Jersey

The top-selling NHL hockey jersey isn’t the player you might expect, like Sidney Crosby or Connor McDavid. Surprisingly, Justin Bieber’s collaborative jersey with the Toronto Maple Leaves has been the league’s top seller in the last three weeks. The reversible jersey features the standard Maple Leaves logo on one side and a version that combines Bieber’s Drew House smiley-face brand signature on the other.

The Bieber jersey is the NHL’s latest attempt to engage new, young fans. Recently, the league has also focused on building a TikTok presence and made an agreement with ESPN to stream NHL games on ESPN+ and Hulu. Check out more about the NHL’s efforts and the limited-edition jersey here: https://www.bloombergquint.com/onweb/justin-bieber-s-new-maple-leaf-jersey-is-the-nhl-s-top-seller

Baskin-Robbins Rebrand

Baskin-Robbins is the latest brand to rethink and simplify their logo. The ice cream shop’s rebrand features a new serif font and updated color scheme, which adds dark brown to their classic bright pink and blue colors in a nod to the original brand look from 1947. Baskin-Robbins also made more “intentional” stylistic choices for the logo, including circular cutouts in the B and R letters that represent scoops of ice cream.

One thing the brand did keep from the old logo: the “31” message hidden between the B and R letters. The sub-logo has been a feature in previous brand iterations, and it represents the company’s core mission of helping customers discover their new favorite ice cream flavor. Learn more about the strategy behind Baskin-Robbins’ rebrand here: https://www.adweek.com/brand-marketing/baskin-robbins-brand-refresh-new-colors-slogan/

TikTok Grows Ad Revenue

According to Yahoo Finance, TikTok is on track to generate more than $11 billion in global advertising revenue this year, representing more revenue earned than Twitter and Snapchat combined. It’s quite a feat for the social media network, which didn’t even publicly exist five years ago. The higher-than-expected numbers are likely due to the rapidly expanding user base and the amount of time users spend watching videos each day. Experts estimate one in five social media users are on TikTok, spending an average of 40 minutes per day in the app.

While TikTok isn’t yet reaching Meta-level advertising numbers, the app is quickly making a name for itself as a highly effective marketing channel for brands across the globe. Dive further into the details here: https://finance.yahoo.com/video/tiktok-worldwide-ad-revenue-soars-194045257.html